( Projects )
POLA “B.A” Seventh Generation Promotion
“B.A” Brand Film, Product Landing Page, and Science Landing Page
- Client
- POLA Inc.
- Date
An expression of the seventh-generation B.A that visualizes the philosophical value of beauty and evokes a sensory understanding.
Issues
Pursuing a philosophical expression worthy of B.A.
As POLA’s signature brand, “B.A.” faced the challenge of consistently conveying its philosophy as it entered its seventh generation. The goal of the project was to deepen understanding of the new product and guide customers toward purchase. However, given the brand’s high price point, superficial claims such as “your skin will instantly look beautiful” or simple efficacy-based messaging would undermine its value. What was required instead was an expression that carried persuasive depth—one that could justify the premium price while embodying POLA’s enduring philosophy of beauty.
Solutions
An expression that conveys the weight and depth of the brand.
While working closely with the team at POLA, we engaged in in-depth discussions to define what truly constitutes “the essence of B.A.” Rather than relying on simply beautiful or stylish visuals, we explored how to visualize the underlying philosophy and ideas at the core of the brand.
By incorporating symbolic imagery—such as cross-sectional representations of skin—and CG expressions of light, we achieved a delicate balance that was “neither too literal nor too abstract,” perfectly capturing the B.A. aesthetic.
The project included two landing pages: the “Product LP” and the “Science LP.” This dual structure allowed us to communicate both the product’s intrinsic appeal and the scientific foundation behind it. Through this design, the expression conveyed the weight and legacy of a long-established brand, even as it introduced a new generation of products.
Depicting the world of B.A. through visuals that stand as a single, self-contained work of art.
In the video we produced together with the team at Nieichi, every frame was designed to stand alone as a single, complete image—like a still painting—while also maintaining the versatility to be used seamlessly across multiple media platforms.
Rather than relying on typical commercial conventions such as narration or rhythmic music, we intentionally incorporated moments of silence and space within the composition. This approach allowed room for imagination, inviting viewers to engage more deeply and fostering a richer, more sensory understanding of the world of B.A.