Client: SK-II (P&G)
Agency: Huge Inc
Tokyo, Japan (2020-2021)
Collaborators
Dentsu Japan
Riedel
Microsoft
Acoustic Sense
DB Schenker
KPPK
Krobath
Technical Supply Japan
CT APAC
Roof
Sublingual JP
Dave Sanderson
The SK-II Tokyo 2020 Olympics Showpavilion was an ambitious, immersive activation rooted in the brand’s #nocompetition campaign—a call to reimagine beauty standards and empower women through storytelling. Huge Inc was entrusted with bringing this bold vision to life, from shaping the creative concept to full execution on the ground. The result was a powerful convergence of technology, narrative, and spatial design, delivered through a future-facing, experiential format.
Visitors were taken on a Mixed Reality journey powered by Microsoft HoloLens 2, stepping into a narrative-driven experience where SK-II Studio’s animated films came alive all around them. As they moved through the space, the physical environment transformed in real time—walls shifted, scenes unfolded, and animated characters reacted to their presence—blurring the lines between digital and physical in ways that felt intuitive and magical. It wasn’t just a viewing experience; it was a participatory one that centered the audience in the heart of the story.
We designed the pavilion to reflect a living, evolving space—every detail from the lighting to the set pieces was choreographed to complement the AR layers and enhance the emotional arc of the content. This wasn’t tech for tech’s sake. It was an example of how technology, when thoughtfully integrated, can elevate storytelling, evoke empathy, and deliver a message that resonates long after the headset comes off.
We’ve separated into distinct sections – Welcome zone, Skin-scan/on-boarding zone, Mixed-Reality experience, Pitera zone and Retail zone.
the work
My Role
Program Management
Contract Negotiation
Vendor Management
Budgeting
Resourcing
Risk Mitigation
I had the privilege of taking over the lead of this bold, immersive installation that brought SK-II’s #nocompetition campaign to life. Huge Inc was tasked with transforming the concept into a living, breathing experience, and I took on the role as overall project lead, overseeing everything from physical construction to tech execution, all while navigating the unexpected chaos of a global pandemic.
Originally slated for launch in 2020, the project was put on ice for a year due to COVID. When it picked back up, I ran the show from Singapore, coordinating with partners across continents and time zones. I had to re-negotiate nearly every vendor contract midstream to account for pandemic challenges.
We led the architectural design and physical build (Austrian Hochsitz), managed the site production with Dentsu Japan, and worked hand-in-hand with Microsoft’s dev team to craft a seamless MR experience. I also led multiple teams—producers, PMs, tech directors, creatives—across key workstreams like HoloLens content, physical fabrication, interactive storytelling, and media production.
When I took over we had to reconcile and work out the existing budget with the new realities of working during the pandemic – new manpower guidelines etc. By the time we launched, we had delivered an extraordinary pavilion experience on budget—with positive margins—while keeping the vision intact and the client close every step of the way. This one was a beast, but absolutely worth it.
the exterior
The Olympic Pavilion’s exterior was built on a modular frame system by Austrian firm Hochsitz, designed for easy disassembly and global transport to major sporting events. Using this as our foundation, we created the full decorative façade—including the pavilion’s showstopper: a massive front “visor.”
This visor featured a giant semi-transparent LED screen that played dynamic content, serving as a visual magnet to draw visitors into the space. It wasn’t just eye-catching—it set the tone for the entire experience.
Bringing the exterior to life was a year-long effort that demanded precision and close coordination. From visual elements to layout and graphics, every detail was carefully planned to ensure the exterior matched the immersive, tech-driven world waiting inside.
the experience
The campaign centered around a series of animated shorts, each telling the story of an SK-II-sponsored athlete overcoming personal challenges—represented as towering “Kaijus” or monsters. Their victories served as powerful metaphors for SK-II’s message of empowerment and self-determination.
We brought these stories into the real world through an interactive Mixed Reality experience. Using Microsoft HoloLens 2, we transformed scenic physical environments into a layered journey where digital and real-world elements seamlessly blended. Visitors didn’t just watch the stories unfold—they stepped into them, experiencing each athlete’s journey and message in a way that was personal, powerful, and unforgettable.
onboarding
At the start of the experience, visitors registered via a custom-built app made for the Olympic activation. They received a printed card with a unique QR code, serving as their personal “passport” and linking them to interactive elements for a smooth, tailored journey.
briefing
Visitors began their journey in an immersive briefing room, where a captivating intro video set the stage and introduced the #NoCompetition narrative, drawing them into the experience ahead.
hololens fitting
Following the briefing, visitors headed to a station for a personalized facial skin scan. Right after, a drawer smoothly opened to present a HoloLens headset—perfectly timed to keep the experience immersive and intuitive.
MR experience –
Simone Biles
The first chapter featured an interactive take on Simone Biles’ “VS.” episode, where she confronted online trolls and negativity. Visitors actively took part by swiping away digital trolls and battling a Kaiju—a symbolic representation of online hate.
MR experience –
Liu Xiang
The second chapter brought Liu Xang’s “VS.” episode to life, highlighting her fight against being judged solely by her appearance rather than her talent. Set in a surreal underwater world filled with swirling emojis and likes, visitors wrapped up the chapter by confronting a tentacled sea monster—symbolizing the pressure of superficial judgments.
MR experience –
Kasumi Ishikawa
The third chapter brought to life Kasumi Ishikawa’s “VS.” episode, focusing on her battle with the weight of past expectations and the pressures of aging in sport. Set in a sleek, futuristic cityscape, visitors journeyed through her internal struggles and capped the experience by confronting a towering smoke-like monster atop a skyscraper—symbolizing self-doubt.
SK-II store
