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SK-II — The Journey VR

 

SK-II
The Journey VR.

Strategy.
Concept.
Copywriting.
Art direction.

 

CREATED w/ Psyop.
Directed by Marco & Marie.

Huge Singapore. 2016.
 

SK-II needed to build brand awareness and equity on TMall during Singles Day, the biggest sales day in the world. They challenged us to create an engaging experience that could cut through competitive clutter and drive customers to purchase.

We created a 360* experience called "The Journey VR" that immerses viewers in SK-II's origin story. Mixing live action and 3D animation, the experience begins with Taiwanese actor Wallace Huo then follows the journey from the inspiration in a sake brewer to the hard-earned discovery of SK-II's miracle ingredient.

The pre-order promotion of 20,000 headsets sold out in 1 week, helped SK-II become the #1 prestige skincare brand on TMall, and led to the brand's biggest single day of sales – ever.