UNIQLO — Golden Week 2025

Storyboards / social copy / in-store scripts / featuring Haraichi

The work

Storyboards and X (Twitter) post copy for UNIQLO's Golden Week 2025 video campaign featuring comedy duo Haraichi — plus the scripts for in-store announcements.

The insight

Golden Week is one of UNIQLO's loudest retail moments, and casting Haraichi sets the register: this had to be funny — comedy timing that works in a six-second X video and again over a store PA system, two formats with nothing in common except that the joke has to land fast. The task was to write to a comedy duo's voice while keeping it unmistakably UNIQLO, and to make it survive the jump from a phone screen to a shop floor.

The craft

  • Writing to talent. Copy featuring Haraichi has to sound like them, not like a brand ventriloquising comedians.

  • One idea, three formats. Storyboard, social caption, and in-store announcement each have different constraints — visual timing, character limits, spoken cadence.

  • In-store scripts are spoken copy. Announcement copy is written to be heard, not read — rhythm, brevity, and clarity over a noisy shop floor. It's a discipline most copywriters never touch.

Scope

  • Storyboards, X post copy & in-store announcement scripts

  • Part of a team

  • UNIQLO Golden Week 2025

  • Campaign featuring comedy duo Haraichi

Where it ran

X (Twitter) video

· in-store (audio announcements)

Outcome

12 videos across the GW 2025 period

次へ

EVE