→ Throughout 2019 to 2022 I worked on lifestyle campaigns for the premium Japanese cosmetic brand SK-II. Through different campaigns, the main goal was tackling specific market skin concerns with insights that resonate with diverse international markets while navigating cultural differences with sensitivity.
SK-II uses a proprietary natural bio-ingredient derived from fermentation called PITERA™
During the day, our skin goes through various fluctuations.
SK-II discovered that after regular use of Facial Treatment Essence, our skin fluctuations are dramatically stabilized by the effect of PITERA™.
WE CHALLENGED OUR CELEBRITIES TO GO ON WITH THEIR DAY AND DO A PHOTOSHOOT AT THEIR SUPPOSED WORST SKIN MOMENT.
In the context of the pandemic, for the first time ever SK-II decided to go beyond just beauty, and instead start a conversation about self-care and closeness with their Brand Ambassador.
A self-directed, real, unscripted, and raw campaign. Filmed 24/7 in a vacation house, the brand ambassadors went completely bare-skinned and got up close and personal with their interests, personalities, as well as SK-II's Facial Treatment Essence.
In preparation of the 2020 Tokyo Olympics, we launched an animated campaign with our 3 Brand Ambassadors coaching 3 top athletes to get skin-ready for the competition.
Each athlete discovered how fatigue, stress, and other factors influence their skin's condition on a daily basis, by diving into their own skin in an anime-style treatment..
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