SENSAI
Naonori Yago leads the art direction for global communications of SENSAI, a prestige cosmetics brand with over 40 years of history, including seasonal product visuals and brand films.
A Visual World in Black and White
Since 2021, the seasonal visuals have been developed around a black-based aesthetic, using photography and graphic design to elevate the beauty of SENSAI's predominantly white skincare products. Through this approach, a distinct visual identity has been established among global prestige cosmetics brands. This body of work was created in collaboration with photographer Mikiya Takimoto. The photographic approach translates a sense of Japanese beauty into an expression of light and shadow, inspired by the aesthetics of In Praise of Shadows. The process begins with Yago interpreting the characteristics of each product, transforming them into graphic forms with a symbolic quality. These forms are then transferred onto tracing paper, which Takimoto exposes onto photographic paper in the darkroom, creating images through the technique of photograms. The simplicity of graphic form, expressed through the scientific process of photography—this interplay embodies SENSAI's philosophy: "The Sense and Science of Japan."
A Brand Film Based on Points and Lines
The brand film is structured around the concept of "point" and "line"—the point representing a single drop of essence, and the line symbolizing silk. Through black-and-white animation composed of points and lines, the film expresses the history of SENSAI. Yago designs every scene as a piece of graphic composition, developing detailed storyboards and narrative structures. These are then translated into a spatial and sensory experience through a combination of 2D motion graphics and 3D modeling—bringing movement, sound, and depth into the work.
Instagram Photo Creation
For SENSAI's Instagram from 2021 to 2022, we created photographic works under the theme of "Life with SENSAI," inspired by the brand's philosophy of living with care and sensitivity.
A Sculptural Approach to Visual Design
From 2025 onward, the concept of the seasonal visuals underwent a significant shift. The challenge was to establish a presence that could be considered "classic" within the global prestige landscape, while avoiding conservatism and continuing to communicate the quality of the products. The process begins with Yago and the design team creating dozens of graphic compositions that combine the product with abstract objects. These are then intuitively selected and expanded upon together with the client—an iterative process of convergence and divergence. Yago believes that this form of nonverbal communication is what gives the visuals their strength within a global context. Once a direction is defined, the selected compositions are translated into physical forms, sculpted using materials such as brass, acrylic, and water. In an age where digital technologies continue to advance, this body of work reflects the enduring value of communicating through the physical—reminding us of the power inherent in material presence.
