ELIXIR Uses Figure Skaters’ Future-Self Stories to Introduce Its Brand Mission Film

Image: ELIXIR / Shiseido. Image: ELIXIR / Shiseido. Image: ELIXIR / Shiseido. Image: ELIXIR / Shiseido. An Unscripted Format The pair opened the event with an on-stage lift before discussing favorite scenes from the unscripted film.

They also read letters written to themselves ten years in the future, according to Shiseido’s account of the event. Those letters give the campaign a longer time horizon than a conventional product demonstration.

The focus is on how people imagine their future lives, connecting the film’s participants with ELIXIR’s stated confidence-in-aging message. Turning a Brand Mission Into an Event The press presentation combined a recognizable sporting performance with discussion of the film itself.

ELIXIR product displays and campaign imagery framed the stage, keeping the skincare brand visible while allowing the athletes’ story to lead the event. The result is a campaign format that uses personal storytelling to explain a brand position.