Directed by TOKYO’s Jo Motoyo, this striking commercial for cosmetics brand KATE’s new eyeliner ‘BESHARP’ was aimed for social media. Jo chose to shoot in black and white to stand out among the colourful images that flood our timelines, aiming to stop users in their tracks mid-swipe. She played with light and shadow to form sharp lines that echo the eyeliner product. “Although we are still under COVID-19 restrictions, with a limited number of staff on set and a limited budget,” Jo comments, “I am happy that we pulled this off and managed to achieve this successful result. Big thanks to the camera and lighting crews for their flexibility and creativity.”

TOKYO : Direction
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