( Debunking the stereotype of cuteness )

AMO’S STYLE is a sister brand under Triumph, a well known lingerie brand in Asia from 1886. AMOSTYLE inspires a new generation of women to live more freely, daring to pursuit their own Kawaii*. Originating in Japan, AMO’S STYLE is made for living in the moment, offering freedom, style and remarkably fit lingerie for today’s younger generation.

Their slogan: 64 million women in Japan. 64 million Kawaii. Amostyle is made for them all.

For a very long time, “Kawaii” has been a stereotype for women of a certain age, profile and personality especially in Japan. This campaign has a strong message that Kawaii does not come from external opinion but whoever you are, whatever stage of life you are in and what you do can also be called kawaii.

Interplay work alongside creative agency AKQA and visionary director, YUANN to crush that stereotype and democratize this age-old term so every women can live out their own “Kawaii” by showing scenarios of 16 different women with different background and personality style.

Art direction led by Agnes Nata who is a woman herself, she makes sure each scenario is relatable and real. Her hope is to create a world where women are able to see that they are not judged at whatever stage they are in with life but instead creating a world to show that each story and stage in life can and are to be embraced.

We color coordinated scenes with products so as to not distract but edify and focus on the talent’s world. Subtlety and balance is always in Interplay’s mind when it comes to creating someone’s world.

Since there were 19 different women’s stories to be told, we made sure we emphasized through the right lens of both the market and also the director’s. 

These powerful women included a skater, dancer, painter, mother, video gamer, Youtuber, DJ, foodie, surfer and so on. The shoot was done over 16 different locations over 4 days with locations in and outside of Tokyo.

We made sure through the whole shooting period, we reflected the energy of the film, fun and high energy from our Interplay team.