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SK-II Retail

 

SK-II
Retail Visuals

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.

 
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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.

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Ni Ni for China

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Soo Young for Korea

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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.

 

Credits

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