|Title||"Pitera is Miraculous drop" by Toiletpaper|
|Campaign||SK-II Artist Series: Power of Pitera|
|Date of First Broadcast/Publication|
|Business Sector||Cosmetics, Beauty Products & Perfumes|
|Story||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.|
|Philosophy|| 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. |
Art magazine Toiletpaper, meanwhile, produced a series of images inspired by a single drop of Pitera™ in Pitera™ is ‘a Miraculous Drop’. The bold collection shows several women interacting with large-scale drops of the product and is displayed in a room itself lit by hand-blown glass drops
|Media Type||Branded Content|
|Production Company||Great Guns|
|Executive Creative Director||Carol Lim|
|Chief Executive Officer (CEO)||Laura Gregory|
|Executive Producer||Sheridan Thomas|
|Executive Producer||Kate Philips|
|Executive Producer||Richard Skepper|
|Executive Producer||Thom Fennessey|
|Executive Producer||Clarissa Troop|
|Executive Producer||Lucien Tyssendier|
|Executive Producer||Tim Francis|
|Executive Producer||Mathew Alden|
|Executive Producer||Yagi Takako|
|Lead Art Curator||Eugenie Scrase|
|Editor||Karel van Bellingen|
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