NOEVIR Red Series
Date
Credits
- Kamekura Yusaku (亀倉雄策) 12 Art Director
- Tsuruta Ichiro(鶴田一郎) Illustrator
Format
- Poster 2854
- Advertisement 294
- TV Commercial 5
Clients
Locations Made
- Japan 682
These posters are designed for the "Noevir Cosmetic Renaissance" series of television commercials by the cosmetics manufacturer Noevir, spanned eleven years from 1987 to 1997. Art director Yusaku Kamekura 亀倉雄策 discovered Ichiro Tsuruta 鶴田一郎, and Tsuruta went on to establish a style of bijin-ga (paintings of beautiful women) characterized by narrow and sharp almond-shaped eyes and vivid colors. These posters marked a turning point for corporate advertising, that elevated it into a form of "commercial art," beyond the frame of product promotion. The image shows the "Noevir Red Series," produced in 1987 as the first works in that series.
Yusaku Kamekura was a pioneer of Japanese graphic design, renowned for works such as the posters for the Tokyo 1964 Summer Olympics and the NTT logo, and was also the first President of Japan Graphic Design Association (JAGDA). Ichiro Tsuruta is a painter/illustrator who established a unique style of modern bijin-ga. His depictions of women, combining the linear beauty of Art Deco with traditional aesthetic of Rinpa school (琳派, one of the major schools of Japanese painting), continue to catch many people's attention to this day.
