SK-II In the City
SK-II In the City
Huge worked with longtime partner, global prestige skincare brand SK-II, to help people take a trip to its first-ever virtual city—SK-II CITY — for the launch its latest SK-II STUDIO installment: “VS”, a groundbreaking animated anthology series that set out to inspire all women that they have the power to #CHANGEDESTINY.
Huge conceived, designed, developed and launched SK-II CITY in under three months, delivering an immersive WebGL experience that was fast and smooth. At a time when international travel in many parts of the world was on hiatus, SK-II CITY, inspired by the streets of Tokyo, transported visitors to the middle of a bustling urban intersection with all the sights, sounds and sense of discovery of Shibuya Crossing. Participants could look for Japanese icons like Mt Fuji and Tokyo Tower while enjoying branded experiences found only in SK-II CITY.
Participants could visit the SK-II Cinema, a virtual cineplex that created a communal feeling of sitting in a theater and binge-watch the “VS” Series films, a collection of six animated films based on the real-life experiences of six Olympic athletes—gymnast Simone Biles, swimmer LiuXiang, table tennis player Ishikawa Kasumi, badminton players Ayaka Takahashi and Misaki Matsutomo, surfer Mahina Maeda, and Hinotori Nippon, the Japanese Volleyball team.
The “VS” Series focused on what it meant for each subject to take destiny into their own hands, overcoming societal pressures which dictates how they should look, act and feel to be perfect. Each film within the series explored different aspects of societal pressures that women experience: trolls, pressure, image obsession, rules, limitations, and machine-like mindsets. Brought to life in the form of a “strange beast” or “kaiju” in Japanese, each “kaiju” shed light on the inner demon each athlete must defeat in order to pursue their destiny. SK-II CINEMA movie-goers even had the chance to spot a “Kaiju” while they enjoyed the films.
Located across the street from the movie theater in SK-II CITY was SK-II STUDIO, a destination within the virtual city which provided an opportunity for visitors to go on an exclusive backstage tour of the “VS” Series.
The SK-II CITY marked a new milestone in SK-II’s global innovation journey to transform beauty and skincare retail experiences in a safe, yet entertaining and meaningful way during what was an unprecedented time.