SK-II // SKINPOWER
Directed by Liz Collins. Translation : SK-II Skinpower Cream / Ready for any angle / Powered by Pitera and Multi-firm technology, for fuller structure, smoother texture, and stronger barrier / Multidimensional Firmness from every angle.
FIRMNESS FROM EVERY ANGLE
Skinpower is the only cream that can claim “Multidimensional Firmness”, which means that it goes deep inside the skin, thanks to SK-II’s proprietary ingredient PITERA, and firms up everything left, right, up down, inside and out.
Based on this, we designed a campaign to showcase this by filming Ayaka Miyoshi (JP) and Chun Xia (CN) with a gigantic and intimidating Bolt camera that captured their image from everywhere around, with absolutely no mercy.
MINIMALISM IN EVERY CONTENT
We decided to go for a very bare, minimalistic visual approach, reflecting SK-II’s ethos that “bare skin is your best skin”. Our focus is only on the Celebrity’s skin and the energy of the camera movements.
PITERA IN EVERY JAR
With this campaign, we also started highlighting the role of PITERA in all of the SK-II products and how its miraculous energy adds to the firming effect of the Skinpower cream. The change in colour, from red to white, was deliberate for the ingredient story to stand out, before blending both colours back in the top shot of the jar.
CONTENT FOR EVERY PLATFORM
With everything we shot, we created a whole lot of content for our different platforms, according to interest, focus, need, with different types of edit and different levels of energy according to the market or the occasion.
AYAKA (JP) film & photo by Liz Collins
CHUN XIA (CN) film by Song Ying Dong
PRODUCT photo by David Newton