POCARI SWEAT
Yoshiyuki OkuyamaPublisher: Seigensha Art Publishing
- Size
- A5 variant
- Pages
- 128 pages
- Binding
- Hardcover
- Published
- 2018
- ISBN
- 978-4-86152-683-1
POCARI SWEAT is a photobook by Yoshiyuki Okuyama, published by Seigensha Art Publishing in April 2018. It collects 123 photographs from the spring and summer 2017 advertising campaign for the sports drink Pocari Sweat.
The story behind the book
For the campaign, about 300 high school students learned a dance together over a month of rehearsals. Okuyama spent that month with them and photographed their movement from close range. The campaign line was "I am surely more than I imagine."
The publisher calls it more than a drink commercial: a portrait of the dazzle of youth. Okuyama's aim was to affirm youth completely and to make photographs that are simple and pure. You can almost hear the breathing and the heartbeat in the pictures.
What is in the book
- 123 photographs from the 2017 campaign
- 128 pages, hardcover, A5 variant size
About Yoshiyuki Okuyama
Born in Tokyo in 1991. He won the Excellence Award of Canon's New Cosmos of Photography in 2011 for Girl, and the photography prize of the Kodansha Publishing Culture Awards in 2016 for BACON ICE CREAM. He also directs commercials, music videos and films.
