Apparel manufacturer H&M wanted to expand its new Halloween women's costume fashion lineup to younger demographics across Japan, especially in Shibuya, Roppongi, Akihabara, Harajuku, and Osaka.
The client's request was to have popular models try their hand at costume fashion with various city themes, but the challenge was how to achieve consistency in the relatively short outfits in the short videos. In Strategy SET, the whole thing is summarized with stylish music, and the essence of each city is expressed in CG in the background using CG to create a sense of unity by dressing the models in costume fashion corresponding to the city, and the finished video is fast-paced and smooth that can be enjoyed by anyone in the world. At the same time as H&M's Halloween fashion sales, the video went viral on social media, which not only led to an increase in sales, but also contributed to raising the popularity of Halloween in Japan and succeeded in creating the impression that costumes can be purchased at H&M during Halloween, so it is expected to have a ripple effect in the future.
