CooperVision MyDay — Advertising Photography Production, Tokyo
Dentsu Creative in Singapore needed key visuals for CooperVision's MyDay contact lens campaign, to run across Asia Pacific. We won the job in a three-way production company pitch. We handled the advertising photography production in Tokyo from start to finish: proposing photographers, casting the models, running the studio shoot, hosting the agency and client teams, and managing the retouching.
The brief
CooperVision needed MyDay visuals shot in Japan to an international standard, for markets from Japan and Korea to Southeast Asia, Hong Kong, Taiwan, Australia and New Zealand.
How we produced it
We began by presenting some of Japan's best advertising photographers, and the client chose Satoshi Minakawa. We have a deep pool of photographic talent in Japan to offer international clients. Some of our photographers speak English as well as Japanese. For those who don't, our bilingual producers handle every conversation, so language is never a barrier.
We cast four local models and negotiated their usage with the agencies, selected the stylist and the hair and make-up team, and built the looks around CooperVision's brand colours. The shoot took place at a studio in Tsukishima, Tokyo. The agency's creative and production team flew in from Singapore, and we hosted CooperVision's local brand managers on set, so approvals happened on the day.
What we delivered
We delivered two group key visuals, 16 individual visuals (each model in two poses, horizontal and vertical) and six further shots. We managed the retouching and output for digital and social media, outdoor advertising, roadshows and in-clinic displays.
CooperVision Japan then asked us to make a brand film with the same four models: see CooperVision MyDay brand film. See more of our advertising photography production in Tokyo.
Client: CooperVision
Agency: Dentsu Creative, Singapore
Photographer: Satoshi Minakawa
Location: Studio, Tsukishima, Tokyo, Japan
Services: Photographer selection, casting, talent usage negotiation, styling, hair and make-up, studio production, client hosting, retouching management
Deliverables: 2 group key visuals, 16 individual visuals, 6 further shots, in multiple formats
