Apparel manufacturer H&M wanted to expand its new lineup of women's costume fashion for Halloween throughout Japan, especially targeting younger audiences in places like Shibuya, Roppongi, Akihabara, Harajuku, and Osaka.
The client's request was to have popular models take on costume fashion with various city-themed outfits, but the challenge was how to maintain consistency with the relatively short videos featuring varied outfits. In Strategy SET, the whole scene was brought together with stylish music, and by leveraging graphic expertise to express the essence of each city in CG backgrounds, the models were dressed in costume fashion suited to each city to create a sense of unity. The finished videos became fast-paced and smooth enough for anyone in the world to enjoy. Coinciding with H&M's Halloween fashion sales, this video went viral on social media, leading to increased sales. It also helped boost Halloween's popularity in Japan and successfully established the impression that you can buy costumes at H&M during Halloween, so the effect is expected to ripple through in the future.
