UNIQLO UT
At Atelier, we spearheaded the production of videos, visuals, and social media assets, as well as the creation of production guidelines for the 2024 global campaign of UNIQLO’s T-shirt collection, UT. Filmed across Tokyo and Paris, the campaign’s content was deployed across international markets where UNIQLO has a presence, including New York, Paris, London, Milan, and China. In select regions, the campaign was further amplified through out-of-home (OOH) advertising.
Unique Casting Beyond Influencers
To tackle the challenge of expressing UT in harmony with culture, we assigned 16 Key Opinion Customers (KOCs) who embodied the brand’s essence. Every individual was thoughtfully paired with a UT T-shirt that matched their personality. To ensure global appeal, we casted a diverse range of people, from dancers and café owners to kickboxers and film directors, each bringing their own cultural background. One of Atelier’s key strengths lies in our ability to curate the ideal cast, unrestricted by affiliations or borders.
Elevating Both Products and People
We shifted away from previous UT campaigns that focused mainly on visuals with collaborating characters, instead highlighting “UT with culture” by placing people at the forefront. We shot in locations that allowed each KOC to showcase their individuality, ensuring the products seamlessly integrated into the environment. As a global campaign, we filmed not only in Tokyo but also in Paris, incorporating a range of indoor and outdoor settings across Japan and internationally. To appeal to younger audiences, we introduced dynamic, spontaneous elements by keeping the crew small and allowing for improvisation during filming.
Direction tied to culture
We also planned and directed visuals for social media and in-store displays, ensuring that not only the T-shirts but also the stories and cultures of the KOCs were conveyed. The goal was to capture moments where individuals wearing UT conveyed a sense of fulfillment.
Ensuring a Consistent Global Campaign
The campaign ran in multiple countries where UNIQLO operates. Atelier produced the core video content and, in some regions, OOH advertisements. Additionally, we developed guidelines to ensure each region could localize the campaign while maintaining consistent branding. By following the concepts and visuals crafted by Atelier, regions can execute the campaign with unity while incorporating local elements. For instance, in Shanghai, locally produced visuals have been combined with Atelier’s designs for in-store displays. Despite being a small team, our ability to communicate seamlessly in both English and Japanese ensures smooth coordination on global projects.
- client株式会社ユニクロ
- our roleCasting, Video Direction & Production, Art Direction
- the team
- Productionmonopo Tokyo
- Account DirectorKlara Blanc (アトリエ)
- Producer Shiori Kita (アトリエ)
- Art Director Claire Chen (アトリエ)
- Director Issam Kechouri
- Designer Kango Shimizu
- Color:Max Golomidov
- Motion Romain Amphyon
- VFX Artist Said Chaou
- Sound DesignRomain Guedj
- Photographer Nina Sachi
- Photographer assistant Kyoko Okamoto
- DOP Issam Kechouri
- CastZiNEZ
- CastYugo Kato
- CastWez Atlas
- CastMami
- CastNanaka
- CastSora Takahashi
- CastKaoruko
- CastRiko Ko
- CastTetsutaro
- CastKlara Blanc
- Location coordinator Clotilde Champavere
- PhotographerColine Gascon
- DOPYoann Leveque
- CastGabrielle Rul
- CastJazzella Reveilleau
- CastRoman Acier
- CastSavannah Truong
