Screening, Experiential, Brand Integration, Press Activation, Cultural Partnerships.

An exclusive UK premiere of Mother Mary at Picturehouse Central, with Shiseido as brand partner, creating an elevated moment that connected the brand with film, fashion and entertainment audiences.

WHY

Shiseido sought to align with a premium cultural event that reflected the brand’s positioning within beauty, fashion and contemporary culture.

The objective was to deliver a seamless and elevated brand presence throughout the guest journey, generating visibility across press, influencers and tastemakers while creating meaningful engagement with a highly relevant audience.

WHAT

We partnered with A24 to integrate Shiseido across every stage of the UK premiere experience, ensuring the brand was consistently visible from invitation through to departure.

Guests included Shiseido brand ambassador Anne Hathaway, Michaela Coel and director David Lowery, alongside cast and crew, press, influencers and cultural tastemakers, creating a highly relevant cultural moment for the brand.

Guests encountered Shiseido branding across invitations, cinema signage, on-screen holding slides, quad posters, step-and-repeat media walls, branded menus and goody bags.

The brand was featured prominently on the red carpet and throughout the after-party, with all press photography and video capturing the Shiseido co-branded backdrop.

Shiseido was also included in the event press release, extending visibility across fashion, lifestyle and entertainment media.

At the post-screening reception, guests engaged with branded photo opportunities and received curated gift bags containing product samples and a QR code for future purchase, extending the brand experience beyond the event itself.

IMPACT

Brand partner of the UK premiere of Mother Mary.
341 guests attended the screening, with up to 200 guests joining the post-film reception.
Attendance from Shiseido brand ambassador Anne Hathaway, Michaela Coel, David Lowery, cast and crew, alongside leading fashion, lifestyle and entertainment press.
Press coverage across major titles including BBC London News, Dazed and British Vogue.
Brand presence integrated across every guest touchpoint from invitation through to departure.
Multi-channel social amplification from press, influencers and cultural tastemakers.