SK-II - ""Pitera is Pat Pat" by Ryan Heffington"

Great Guns

Great Guns London, United Kingdom

4091

Brand: SK-II
Country: United States

Advertiser: SK-II

Title	"Pitera is Pat Pat" by Ryan Heffington
Agency	Great Guns
Campaign	SK-II Artist Series: Power of Pitera
Advertiser	SK-II
Brand	SK-II
Date of First Broadcast/Publication	2019 / 11
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. 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.
Media Type	Branded Content
Length	51 seconds
Soundtrack	‘Grey’ by Kölsch
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	Nick Saunders
Editor	Mark Yeshin
Editor	Karel van Bellingen