A fresh new face in store and online.
· Role: Creative Director
· Huge Singapore, 2017
Every trimester, SK-II updates key beauty and product imagery to showcase their celebrity ambassadors, seasonal products and to inject visual interest to retail counters. The global team creates market-specific creative for department stores and airports in 12 markets, primarily in Asia.
For the Spring ’18 campaign, the brief from our client was straight-forward — stop people in their tracks. Easier said than done.
We urged SK-II to try something different and go bold. For the beauty imagery, that meant creating a striking frame to let the flawless skin – and their natural personalities – really shine. For the products, we wanted to use colors and patterns to accentuate the products distinctive form factors.
Haruka Ayase for Japan
We started in Japan, where we shot model & actress Ayase. A veteran of many SK-II shoots, she remarked that our shots were the most natural and authentic she’s looked for the brand.
Ni Ni for China
Soo Young for Korea
In-store product videos
↓ In addition to static visuals, we worked with Man vs. Machine to create 15 second looping videos for two key products.
Designer: Carol Xiaomeng Shi
Art Director: Kristen Giuliano
Art Director: Angela Wang
Senior Art Director: Natalie Mammone
Strategy & creative partner: Teddy Phuong
Photographer (Ayase): ND Chow
Photographer (Ni Ni): Mark Gong
Photographer (Products): Travis Rathbone
3D (Product videos): Man vs. Machine