'We actually made an anime!' Showa-era skincare 'Utena Moisture' unveils transformation heroine-style transit ads produced entirely with AI.

The anime video 'Uruoi Senshi Moisture' (Moisture Warrior) will be released on May 1, 2026. Utena Co., Ltd. is launching a new promotion for its Showa-born natural skincare brand 'Utena Moisture,' featuring a 'transformation heroine-style anime' that depicts a nostalgic yet new world. Transit ads will appear at 28 JR Yamanote Line stations in Tokyo starting April 27, and at 4 Osaka Metro stations starting May 1. Simultaneously, a full AI-produced animation 'Uruoi Senshi Moisture' will be released on Utena's official YouTube channel.

'Utena Moisture' has been a beloved brand since its launch in 1983, but faces the challenge of an aging customer base (mostly 60s-70s). To address this, the company has previously used 'awkwardness' strategies like calling it an 'endangered cosmetic.' This time, they evolve that approach by using AI to create a high-quality anime, drastically reducing production time from months to hours. The campaign features the product as a special move item to defeat enemies, utilizing 'user voice power' from longtime fans as the heroines' source of strength.

The production involved Digital Garage for planning and CrestLab for animation DX. While 1 minute of animation usually takes up to a year, AI allowed for rapid trial-and-error in just a few hours. The creative core was handled by humans, while execution was driven by AI, showcasing a new era of video production.