tomomikato We are pleased to announce that we supervised and supported the production of an advertisement for the men’s skincare brand “BULK HOMME.”
This project was born from the concept of expressing skincare not as “beauty,” but as “armor” — something that has protected Japanese men in battle since ancient times. Rather than positioning skincare as a cosmetic practice, we reimagined it as a “modern-day tool for fighting through life,” something that is both mentally and functionally compatible with men. The product is portrayed as protecting the skin from seasonal irritations while also supporting confidence and the motivation to take on daily challenges — truly, a “modern suit of armor.”
In an unprecedented challenge, we created a full-scale, fully wearable suit of armor using actual BULK HOMME product packaging and containers.
At our workshop, we were responsible for crafting the lacing (odoshi) using processed body towel fabric cords, and in collaboration with the art team, we completed a one-of-a-kind “BULK HOMME Armor.”
The poster featuring this project is currently displayed on the east-facing exterior wall of “EN HOTEL Shibuya” in Shibuya.
If you happen to be in the area, we hope you will stop by and take a look!