Daito Manabe of Rhizomatiks was in charge of art direction and created the image visuals for Isetan's "Flower Festival" campaign, which begins on February 26th. Creative direction was by Shigeo Goto, and photography was by Chikashi Suzuki.
The theme of the art direction was "dance." For the visuals, Ayami Muto, a young talent making her major debut this spring under Amuse, the same agency that also manages Perfume, danced in a sacai dress, and Manabe filmed her dancing. The visuals combined analog and digital, resulting in a simple look that eliminates other elements. The posing was directed by MIKIKO, who also choreographs Perfume.
Isetan's fashion direction for the campaign was based on "High Impact Pink," proposing a unique style that expresses individuality and taste through the striking color pink.