Waso is inspired by the Japanese tradition of Washoku, concerned with respecting the individuality of ingredients. Mindful of Shiseido’s belief in natural beauty, Amsterdam-based Sassen visually celebrates elements of a landscape, capturing her models The campaign presents “strong images that represent the beautiful force and power of a generation.”in the centre of waterside, hilltop and forest locations. The photographer also presents close up images of raw materials composed around layers of shadow, presenting intricate studies of each product’s natural contents. Incorporating the input of W+K Tokyo executive creative director Tota Hasegawa and art director Sara Phillips, the campaign features the fresh faces of Torraine Futurum, Jenny Choi and Elliott Jay Brown. In an official statement, Shiseido explain that it “places the new faces in the Japanese wilderness, creating strong images that represent the beautiful force and power of a generation. The contrast of dramatic backdrops with the group of diverse, confident and youthful faces creates a striking and simple portrait that is uniquely Waso.”
