Making films with a Japanese flavour has been done by director, Francis Tan, for this client before. But this time, the client decided to let FT (as he’s better known as) create the ideas and direct the films all by himself. Instagram was selected as the primary medium as launching a cologne to teenagers in a crowded marketplace require a radically different approach. This whole campaign was scheduled over a 10-week launch cycle starting with teasers followed by the 9 episodes staggered over that period.
As expected, finding the talents who can pass off as Japanese girls on an exchange program in an Indonesian school was challenging. After casting, we had to visualize the makeovers required and go through a trial and error make-up and fitting process to ensure they can pass off as 4 different Japanese exchange students. Other than that, their characters had to fit into distinct roles — Ayumi, Keiko, Iseiya and Hatsune — each representing one of the 6 variants packed in Kokeshi-looking bottles.
The icing on the cake was the song we managed to acquire from a Japanese composer. It’s distinctively JApanese, very catchy and its melody rang in our heads after listening to it a couple of times.