Qi Xi Valentine’s Day (China)
Publicis Première Singapore
SK-II Global
Procter & Gamble
2022
For SK-II's Qi Xi seasonal campaign, I had the opportunity to concept and art direct a promotional film for the brand's limited edition gifting box.
Inspired by the romantic folklore behind the Qi Xi Festival, I developed a visual narrative centred around two magpies, a symbolic reference to the legendary bridge that reunites two lovers once a year. The challenge was to tell this story while naturally bringing the Facial Treatment Essence into the spotlight, all within a short-form promotional film and a tight production timeline.
Working closely with my Senior Art Director, I took creative ownership of the project from storyboarding through to post-production. Every stage became an opportunity to refine the narrative, visual pacing, and overall direction, creating a film that felt both playful and unmistakably SK-II.
The film was created for SK-II's young adult audience in China and launched on Weibo as part of the brand's seasonal Qi Xi campaign.
Looking back, this remains one of the most memorable projects I worked on during my time with SK-II. It challenged me to think beyond individual frames and consider how every shot contributes to a larger story. More importantly, it gave me the confidence to take greater ownership of the creative process, something I continue to carry into every project today.