Pale
Video Content
Introduction
MIRAÉ directed the full visual campaign for Shiori's debut album — a Japanese solo artist whose music sits between ambient folk and electronic composition. The work covered the music video, album artwork, and all campaign imagery, building a cohesive visual world around her sound.
Year
2025
Client
Shiori
The Challenge
Shiori's music was emotionally precise but difficult to categorise — too quiet for mainstream J-pop channels and too melodic for the experimental music press. The visual campaign needed to create a world specific enough to be hers alone, without narrowing the audience before she had one.
The Solution
MIRAÉ built the campaign around intimacy and natural environment — Shiori filmed in real domestic and outdoor spaces, never in a studio. The visual language prioritised feeling over concept, letting the locations carry emotional weight rather than art-directing the life out of them.
Result
The debut album charted in Japan's independent music charts within the first week and the campaign imagery was widely shared across music and visual culture communities in Japan and Korea. Shiori's visual identity is now one of the most referenced aesthetics in Japanese independent music.
