Campaign · Retail

SK-II
Retail Visuals

A fresh new face in store and online.

• Role: Creative direction, concept development, photo + video production

• 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 2018 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 their 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.