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New campaign for SK-II includes art exhibitions, interpretive dance and manga-themed store

A new campaign for the SK-II range of skincare products from P&G pays homage to its key ingredient – pitera.  The campaign called ‘SK-II Artist Series: Power of Pitera’ was launched on November 9 with an exhibition in Shanghai. It will include elements like interpretive dance, surrealist art and a manga-inspired store in Tokyo.

The campaign was put together by content production house Great Guns working with fashion brand Opening Ceremony’s co-founder Carol Lim who took on the role of executive creative director.

Numerous artists from various disciplines were used to celebrate pitera, SK-II’s anti-ageing ingredient. SK-II has released an overview of the various artists involved in the campaign as well as behind-the-scenes videos of the artists on its official YouTube channel

A press release on the campaign said: “The artist series, which is the largest artistic undertaking in SK-II’s transformation journey, includes work from illustrator Ram Han, art magazine Toiletpaper, photographer Zhong Lin, choreographer Ryan Heffington, and a creative collective of artists from around the world.” 

Great Guns CEO Laura Gregory said: “A legendary product and a visionary client came together with a group of world class artists to re-imagine the story of Pitera.

“It’s been a crazy year shepherding this outstanding group of creative superstars to get to the launch at Columbia Circle in Shanghai. 

“SKII ambassador Tang Wei and Opening Ceremony’s co-founder Carol Lim were there with the SKII team cutting the tape to launch the resulting popup. Take my word, it’s a spectacular experience.”

Credits:

Executive creative director: Carol Lim

Production company: Great Guns

CEO: Laura Gregory

Executive producers: Sheridan Thomas (UK, USA, Singapore, Japan); Kate Philips (UK, Japan); Richard Skepper (UK, Italy, Singapore); Thom Fennessey (USA); Clarissa Troop (USA, UK); Lucien Tyssendier (Japan, China); Tim Francis (UK, Germany, Poland); Mathew Alden (UK); Yagi Takako (Japan); 

Lead art curator: Eugenie Scrase

Post production company: Great Guns Editorial

Editors: Nick Saunders, Mark Yeshin, Karel Van Bellingen

Music for Pitera™ is ‘Pat Pat’: ‘Grey’ by Kölsch

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