SK-II // PITERA
Director’s cut, Bounce by Damien Krisl
MAKING SENSE OF PITERA
SK-II has been famous for their main ingredient, PITERA, for the past 50 years. They call it “Miracle water”, not just because of what it does, but because they have been unable to tangibly explain what is the exact action that PITERA has on people’s skin.
The main problem we had was that it actually kind of is miraculous and has positive effects on all the different skin processes, from plumping or anti-ageing to regeneration.
We decided to take an approach that truly expressed the holistic role that PITERA plays: Through the idea of “Synchronisation”.
Translation: Skin becomes chaotic when facing the elements / PITERA synchronises back your skin processes for a Crystal Clear Skin
THE BEAUTY OF SYNCHRONISATION
The concept of Synchronisation allowed us to do something that we rarely do in skincare communication: express the beauty of the product’s action through analogy rather than through CGI demo or extreme close-ups of skin texture.
We wanted people to experience the feeling of synchronisation, a certain satisfaction of seeing movements perfectly aligned together.
Pitera being a fermentation-based product, thriving with life inside of it, we thought it made sense for those movements to be executed by real - live - people.
COMPLEXITY OF LOGISTICS
The campaign was shot in 4 different locations in 3 different countries, over 2 months, with 2 different celebrities who had conflicting schedules and specific demands.
Coordinating everything required a lot of agility and demanded that we always stayed on the lookout to identify all the arising problems and find the right solutions to them.
SEOUL
TOKYO
CAPE TOWN
FLEXIBILITY OF THE CONTENT
The plan for this campaign was to shoot as much as possible so that we could regularly create new content, with changing footage and different ways in, over the year, while staying always on the idea of PITERA being this synchroniser, the coordinator that brings harmony to the chaos of your skin.
Director’s cut Water by Damien Krisl