Vision

The vision for this project was to capture the feeling of freedom, bliss, and joy through the essence of air, the inspiration behind Uniqlo’s AIRism line. Air symbolizes lightness and movement, an invisible force that brings comfort and ease. I wanted to translate that into a visual experience that feels effortless and alive. From the start, I imagined wide-open spaces, an endless sky, and the natural motion of wind brushing through fabric, creating a tangible connection between the product and the emotion it evokes.

Execution

To bring this vision to life, we assembled a small but dedicated team. We brought together a model, stylist, gaffer, production assistant, and a behind-the-scenes videographer. After extensive location scouting, we selected an open field with a clear horizon and a soft, natural landscape that complemented the tone of AIRism. For wardrobe, we chose a minimal AIRism dress as the foundation and built a clean, elegant look around it to keep focus on the theme of lightness. On set, we let the wind and environment guide the movement, allowing authentic moments of motion and expression to unfold. The result was a series of visuals that captured the purity and simplicity of air, calm, graceful, and full of life.