To support the global launch of Shiseido’s new complexion makeup and brush collection, I conceptualized and directed a series of long-form tutorial videos aimed at educating consumers on proper application techniques. These videos were featured on Shiseido’s official YouTube channel and integrated into individual product detail pages on Shiseido.com serving as both educational tools and brand storytelling extensions.

 

Capturing a diverse cast of models and dancers alongside Shiseido’s Global Artistic Director, James Boehmer, the videos were crafted to align seamlessly with the broader campaign narrative. We recreated a backstage-inspired set where James demonstrated techniques while engaging with the dancers featured in the hero creative—blending utility with immersive storytelling. Self-applied tutorial videos were also created using additional talent I casted and some dancers from the larger campaign. 

 

My responsibilities spanned the full creative lifecycle: from initial concepting, storyboarding, casting, and on-set art direction to post-production oversight, including editing, cutdowns, format optimization, and color correction. I worked cross-functionally with internal and external teams to ensure every detail reflected the quality and precision of the brand.

 

Special thanks to the talented teams who helped bring this vision to life.

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