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Curious

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The characteristic feature of branded paper Curious handled by the Japanese paper company HEIWA Paper is its shiny metallic lustre. In the advertising video, paper as a material is brought to life and made to shine impressively: cut in very narrow strands, the paper-like strips move, full of light, resembling a Japanese woman’s shiny hair. Only at second glance does it become clear what the dark images actually portray. This visual symbiosis is enhanced linguistically in Japanese, where the homonym “Kami” means paper and hair.

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Credits
  • Client:
    HEIWA Paper Co., Ltd., Tokyo, Japan
  • Design:
    Depart. / Tokyu Agency Inc., Tokyo, Japan
  • Creative Direction:
    Hiroyuki Takahashi, Depart. / Tokyu Agency Inc.
  • Art Direction:
    Yuji Gamo, Depart. / Tokyu Agency Inc.
  • Text:
    Shigeyoshi Natsme, Tokyo, Japan
  • Film Production:
    Masashi Yamaguchi, Dance Not Act Inc., Tokyo, Japan
  • Film Direction:
    Ichiro Tani, Tokyo, Japan
  • Camera:
    Hiromasa Gamo, Yumi Nagao, un.Inc, Tokyo, Japan
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