About the project
SK-II, a top Japanese skincare brand, selected eight artists to creatively showcase their iconic Facial Treatment Essence bottle. The goal was to capture it in a fresh, vibrant way that would appeal to their young, working female audience.
The brief called for more than a standard identity: it needed to inhabit digital culture, communicate energy and intention, and function as both a visual system and an experience.
The process
As one of the chosen directors and photographers, I focused on the bottle’s physicality, experimenting with light, translucency, and different materials to bring out its unique beauty.
I worked between soft, transient colours and bold reds, letting each concept set its own mood. One of the key visuals went further into abstraction, using hand-cut paper shadows to add depth and texture.
The results of this shoot were featured across various platforms and highlighted on SK-II's social media channels, where they resonated with their young, working female audience. They also found a place in leading beauty blogs and magazines such as Vogue Beauty, Allure, and Into The Gloss, where the creative approach was celebrated. Additionally, the images were prominently displayed on SK-II's website, elevating the product’s visual presence.
