Japan Media Arts Festival  

Entertainment Division

Jury Selections

PARCO 2018 AW Campaign

Video work

“PARCO 2018 AW Campaign”Production Team (YAMADA Kento, Director) [Japan]


A department store campaign video that sees fashion as water that changes with time and ponders the question, “What is a person’s natural state?” by depicting people playing in unpredictable flowing of water. The woman dancing in the sea symbolizes life that keeps changing. People are contradictory—we strive to be ourselves while always beautifying ourselves and having affectations—but by accepting this contradiction, a person can bring out their true self.
[45 sec.]

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