Client:SK-II (P&G)
Agency: Huge Inc SIngapore
Tokyo, Japan (2022)
World PITERA™ Day marked SK-II’s first large-scale global event dedicated to its signature ingredient, PITERA™. Held in Tokyo and broadcast worldwide, the event offered a multi-sensory journey through the origins, science, and transformative power of PITERA™. Attendees experienced immersive animations detailing PITERA™’s discovery and production, including a virtual visit to the Shiga Plant in Japan. The event also unveiled the “Late Night Portraits” campaign, showcasing bare-skinned photographs of SK-II brand ambassadors taken late at night to demonstrate PITERA™’s efficacy in stabilizing skin fluctuations.
Complementing the physical event, SK-II launched a mobile virtual experience accessible via QR code, allowing a global audience to engage with the brand’s storytelling and scientific discoveries.
the work
My Role
Program Management
Scoping
Contract Negotiation
Feasibility
Risk Mitigation
Budgeting
Vendor Management
The physical event space was meticulously crafted to embody SK-II’s fusion of “skin science meets art.” The design featured immersive installations that highlighted the brand’s commitment to skincare innovation and the transformative power of its signature ingredient, PITERA™.
spatial & experience design
The spatial layout guided visitors through a narrative journey, emphasizing the heritage and scientific breakthroughs associated with PITERA™.
Attendees engaged with a series of interactive displays and immersive installations that brought the science of PITERA™ to life. These included digital showcases that allowed guests to explore the ingredient’s origins, its unique fermentation process, and its impact on skin health. The use of projection mapping and other digital technologies created a dynamic environment where visitors could visually and interactively experience the benefits of PITERA™, reinforcing the brand’s message of combining tradition with cutting-edge innovation.
web / digital interface
An online experience was also designed for guests that cannot attend the event in person to experience the power of PITERA™ from the comfort of their own home.
This includes the Skin Science Expose / Skin Fluctuations projection mapping experience.
