Own the Year of the Tiger.
A celebration of SK-II’s latest Limited Edition PITERA™ Essence.
A Limited Edition design with negative words struck out, a mood video, a short key message — that was our starting point. The ask was to craft a concept and story to help consumers understand the intent behind the bottle’s design across their eCommerce platforms. Why were the words struck out? How does it relate back to the Year of the Tiger? What does this mean to her?
This project is probably one of the most memorable to work on. I got to really flex my creativity and developed a winning concept from scratch that the clients bought immediately. With the help of an amazing team of creatives, my concept came to life through a captivating visual story.
Client x Agency
SK-II x Huge
Year
November 2021
Own your
stripes.
It's not about earning your stripes.
It's about owning the stripes you already have.
All our lives we've been told that to be deserving of a position, we needed to prove our worth. When in fact, we should be celebrating and owning the worth we have within, and not needing to be more than who we already are.
Make a statement this New Year.
Mark your new beginning.
The time is now to own your stripes and reclaim your power to rewrite destiny.
The Year of the Tiger is her year of breakthrough, bravery and action. A time to celebrate who she already is. A time for her to knock out the negativity and embrace her self-worth. A time for her to express her power within.
Year of the Tiger
credits
-
Hugh Connelly
EXECUTIVE CREATIVE DIRECTOR
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Sami E
CREATIVE DIRECTOR
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Anna Gregorio
ASSOCIATE CREATIVE DIRECTOR
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Eunice Ng
SENIOR VISUAL DESIGNER
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Jasmie Ezran
SENIOR DESIGNER
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Elleen Chua
PROJECT/ACCOUNT