SK-II VR
VR · Campaign · Social
SK-II
The Journey
An immersive VR journey from inspiration to discovery.
Role: Creative/art direction, concept development, VR video production
Huge NY/SG, 2016
SK-II needed to build brand awareness and equity on TMall during Singles Day, the biggest sales day in the world. They challenged us to create an engaging content experience that could cut through the competitive clutter and get customers excited.
Working with Psyop and directors Marco & Marie, we created a 360° experience called "The Journey VR." The film reframes SK-II's origin story from the point of view of the product itself. Mixing live action and 3D animation, the experience follows the journey from the inspiration in a sake brewery to the hard-earned discovery of PITERA, SK-II's miracle ingredient.
The VR promotion drove 20,000 pre-orders and helped SK-II become the #1 prestige skincare brand on TMall while driving SK-II's single biggest day of sales ever.
↑ Watch it in 360° here.
The animation sequence was book-ended by live action 360 footage of Taiwanese actor (and SK-II ambassador) Wallace Huo, who also narrated the story.
Teaser film
A month before the official launch on 11/11, we dropped a teaser on the SK-II Tmall page.
Recognition
2017 Webby Film & Video VR Honoree
Credits
Associate Creative Director: Brian Chin
Senior Art Director: Natalie Mammone
Strategy & creative partner: Teddy Phuong
Additional Design: Tomoko Kuwahara
Directors: Marco & Marie / Psyop
