UNIQLO — ALL IN THE OHANA
For the launch of their first store in Hawaii, I partnered with Uniqlo to create a documentary film campaign that celebrates the Ohanas (families or tight knit friend groups) of Honolulu.
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The campaign was brought to life through the lens of photographer Taishi Hirokawa, who in 1982 traveled throughout the Japanese countryside photographing everyday people styled in the latest high fashions from Tokyo. The result was the influential book Sonomama Sonomama. Together with Uniqlo, Hirokawa-san created a new Hawaiian interpretation of his iconic fashion project: All in the Ohana.
I directed, shot, and scored a documentary film campaign with Hirokawa-san, capturing real Hawaiian Ohanas and exploring the island through their eyes.
Hirokawa-san’s photography honored some of Honolulu’s most celebrated and influential families, at times capturing as many as four generations in a single image.
The campaign is anchored by the four-minute documentary, and extends into a series of vignettes around each Ohana. These bespoke cutdown edits from the film went live on social platforms, in-flight, and in-cinema.
The in-store vignettes launched with the grand opening of the Uniqlo flagship store, in Ala Moana, Honolulu on September 28, 2018.
