Titulo | "Pitera is Pat Pat" by Ryan Heffington |
Agência | Great Guns |
Campanha | SK-II Artist Series: Power of Pitera |
Anunciante | SK-II |
Marca | SK-II |
Data da primeira Transmissão/Publicação | 2019 / 11 |
Sector Empresarial | Cosméticos, produtos de beleza e perfumes |
História | Japanese beauty brand SK-II is showcasing the power of collaborative art with a boundary-pushing immersive campaign for its iconic skincare ingredient Pitera™. Great Guns and its production centres worldwide united to create a unique marriage between art and product with a project that spans a first-of-its-kind skincare exhibition in Shanghai, a collection of striking artistic responses, and a manga-inspired store design at SK-II’s flagship outlet in Tokyo. |
Filosofia | Opening Ceremony co-founder Carol Lim took on the role of Creative Director on the immense project, curating the artistic output whilst Great Guns took the lead on all production of film, animation, photography and event designs across the globe. Over a period of 18 months, Great Guns assembled artists from numerous disciplines to create art that celebrates SK-II’s iconic ingredient, producing the SK-II Artist Series: Power of Pitera™. The artist series is the largest artistic undertaking in SK-II’s transformation journey and one of the world’s biggest beauty and art crossover programmes. Spanning interpretive dance, illustration, sculpture, and photography, the campaign tells the story of its iconic hero ingredient. Discovered in a sake brewery in Japan – prompted by the sight of an old brewer’s surprisingly youthful-looking hands – Pitera™ is extracted through the fermentation process and was transformed into SK-II’s anti-aging ingredient. The project includes a series of surreal illustrations by Ram Han entitled Pitera™ is ‘Legendary’ which is inspired by SK-II’s heritage story and the discovery of Pitera™. It takes the viewer on a historic journey through an all-enveloping 40ft animated dreamscape of sound and vision, ultimately revealing the modern-day SK-II Facial Treatment Essence. The ‘Pat-Pat’ motion of applying Pitera™ is also transformed into a dance routine by choreographer Ryan Heffington in Pitera™ is ‘Pat Pat’. Shot in Los Angeles through Great Guns LA, the piece brings a sense of youth and fun to the project and is displayed on three giant interacting screens within its own exhibition room. |
Tipo de Mídia | Branded Content |
Comprimento | |
Trilha sonora | ‘Grey’ by Kölsch |
Produtora | Great Guns |
Director executivo criativo | Carol Lim |
Chief Executive Officer (CEO) | Laura Gregory |
Produtor executivo | Sheridan Thomas |
Produtor executivo | Kate Philips |
Produtor executivo | Richard Skepper |
Produtor executivo | Thom Fennessey |
Produtor executivo | Clarissa Troop |
Produtor executivo | Lucien Tyssendier |
Produtor executivo | Tim Francis |
Produtor executivo | Mathew Alden |
Produtor executivo | Yagi Takako |
Lead Art Curator | Eugenie Scrase |
Editor | Nick Saunders |
Editor | Mark Yeshin |
Editor | Karel van Bellingen |