New faces

We Are Plus has created a strategic brand film for  Shu Uemura cosmetics.
Formerly known as Plus et Plus, the New York-based strategic creative ideas studio worked with existing video footage, photography and product samples to create an approximately three-minute video showpiece to be presented by at an upcoming sales conference.

“Our overall challenge was to showcase the Shu Uemura brand and its product line in an interesting, visually arresting way, while also aiming to add an inspirational dimension to the presentation,” said co-creative director Judy Wellfare, who edited the project. “After surveying the available footage and imagery and we began fleshing out our cut. Based on our research, our artists created original designs and animation.”

The project’s one-week timeline left Wellfare, We Are Plus projects director Zu Al-Kadiri and their team members no time to lose.

According to Al-Kadiri, the toolset for We Are Plus involved using Final Cut Pro for editing, Adobe Creative Suite for design, and Adobe After Effects for animation, compositing and finishing. “In the end, the combination of design, animation, and the overall energy we gave the piece is something we’re all very pleased with,” he explained. “I think the original graphic design elements we came up with also did a nice job of unifying a lot of disparate looks and presenting a visually cohesive, exciting story for the Shu Uemura brand and its products.”

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