Passion directors work miracles for SK-II
The skincare brand’s Pitera line launches with five exquisite films from four different directors.
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Credits
View on- Agency Leo Burnett/Singapore
- Production Company Unlisted
- Director Danae Gosset
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Credits
View on- Agency Leo Burnett/Singapore
- Production Company Unlisted
- Director Danae Gosset
- Production Company Passion Pictures/Paris
- Producer Lonzo Lim
- Producer Su Mei Chia
- Executive Producer Graham Pryor
- Executive Producer Marion Vermogen
- Executive Producer Marc Bodin-Joyeux
- Creative Director Axel Courtiere
- Producer Isa Taoui
- Producer Caroline Deloffre
- Producer Rita Oliveira
- Producer Chamseddine Kaddouri
- Producer Emile Chaillou
- Sound Designer Thibault Belouis
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Leo Burnett/Singapore
- Production Company Unlisted
- Director Danae Gosset
- Production Company Passion Pictures/Paris
- Producer Lonzo Lim
- Producer Su Mei Chia
- Executive Producer Graham Pryor
- Executive Producer Marion Vermogen
- Executive Producer Marc Bodin-Joyeux
- Creative Director Axel Courtiere
- Producer Isa Taoui
- Producer Caroline Deloffre
- Producer Rita Oliveira
- Producer Chamseddine Kaddouri
- Producer Emile Chaillou
- Sound Designer Thibault Belouis
Wanting to express different facets of the five Miracles skincare products, agency Léo Burnett Singapore and Passion Paris selected four different directors under the leadership of artistic director Axel Courtière.
The five luscious films, all produced by Unlisted, manage to pull off a design triumph: each has a distinct graphic style, while a unified identity flows across the campaign, with the motif of the product's bottle pulling the creative together.
For Miracle 2, Danaé Gosset created an immersive floral universe. Her animated pastels – a nod to Georgia O’Keeffe’s work – elegantly blend 2D and 3D animation. Gosset started by creating the basis of the film in 3D, then printed it and used watercolour paints to illustrate each shot before scanning everything back into the film.
In Miracle 3, Ludovic Houplain, from H5 – a studio known for its retro and timeless style – a woman’s silhouette blends with the shape of the bottle, while drops of the product merge with her skin, symbolising how the lotion is absorbed into the body. The aim was to create a pure and pared down look without it being too simplistic.
The renowned Milan studio Ditroit worked on Miracles 4 and 6, which playfully use typography that merges with images of skin cells regenerating and vibrant, nimble drops of liquid.
For Miracle 5, Timekeepers lure the viewer into a mysterious and super-realistic CG forest that holds the secret to the Pitera essence. The magical effect of light, airy drops, flying and weaving through the air until they form the elegant shape of the SK-II bottle elegantly illustrating the process of fermentation, the basis of SK-II’s product.
