SK-II
Your Truest Self

Working with Shophouse, I contributed to the global visual refresh of SK-II, helping define a new creative direction for talent, product and ingredient imagery.

The campaign established a comprehensive visual system that became the foundation for brand assets and creative guidelines used by agency partners across local markets. Principal photography took place in Hong Kong, while product and ingredient imagery was produced in New York.

The creative challenge was to reinforce SK-II's leadership across Asia while broadening its appeal to Western audiences. This meant finding a contemporary visual expression for the brand's 50-year heritage and its iconic ingredient, Pitera™, through a more optimistic, natural aesthetic, combining dynamic talent imagery, minimalist product photography and multisensory ingredient visualisation.