shu uemura sketches out Choi's career path with eyeliner

Japanese cosmetics brand shu uemura has rolled out a digital campaign to associate the artistic flow of the brand with local star Charlene Choi (阿Sa) and artist Little Thunder (門小雷) on social media and OOH executions.

Created by local digital advertising agency Curious Few, the social-based campaign comprises a four-minute viral video and a 30-second trimmed down version set to broadcasted on MTR trackside and Times Square until 23 and 24 February respectively.

Entitled A Life in Blossom, the video appears to feature local artist Little Thunder using the brand’s latest eyeliner to sketch out fragments of Choi’s career path.

Diana Ho, brand manager of shu uemura at L'Oreal Hong Kong, said the campaign inherits the brand's philosophy of blending art and the brand.

"We have a long history of the connection to art in collaboration with artists around the world," she said.

"For this latest video content, Choi’s career path is drawn by our latest eyeliner with the goal to illustrate its unique function - that can create both think and thin lines perfectly."

“While beauty brands in general are using female celebrity endorsement as their marketing technique, we turn to embrace an art-oriented approach to tell differentiation of our brand.”[gallery link="file" ids="36892,36898,36893,36894,36895"]

Creative: Curious Few
Creative Director : Lee Man Kit , Fenris Kau
Art Director : Sylvia Mai Illustrator: Little Thunder
Director : Hehehe
For the video of Charlene's Bodypaint, (we were only responsible for the one with little thunder )
Creative Direction: Mayao from Fame & Glory
Media: Mindshare