Robert Fontanelli - Creative Direction

sk-ii

RNA POWER AIRY MILKY LOTION / 2018

TARGET MARKETS WERE TURNED OFF BY ANTI-AGING LANGUAGE. BY FOCUSING INSTEAD ON POWERING-UP SKIN (AFTER A NIGHT OF PARTYING, OR BURNING THE CANDLES AT BOTH ENDS) A YOUNGER, ENERGIZED LOOK AND MESSAGE WAS ACHIEVED. AND IT HAD STOPPING POWER!

RNA POWER YOUTH ESSENCE / 2018

YOUTH ESSENCE RE-LAUNCH. TARGET MARKETS WERE TURNED OFF BY ANTI-AGING LANGUAGE. BY FOCUSING INSTEAD ON POWERING-UP SKIN (AFTER A NIGHT OF PARTYING, OR BURNING THE CANDLES AT BOTH ENDS) A YOUNGER, ENERGIZED LOOK AND MESSAGE WAS ACHIEVED. AND IT HAD STOPPING POWER!

FESTIVE KEY VISUALS + GIF / 2018

SK-II X KARAN (LIMITED EDITION FTE BOTTLE ARTIST COLLABORATION WITH KARAN). INFLUENCER KEY VISUAL LIBRARY SHOOT WITH PHOTOGRAPHER TAKAY. NOV-DEC IS THE MOST LUCRATIVE PERIOD FOR SK-II DUE TO GIFT GIVING. IN-STORE KEY VISUALS POPPED MORE THAN THEIR COMPETITORS

CHINESE NEW YEAR / 2019

TO SHOWCASE SK-II’S MODERN INTERPRETATION OF A PIG TAIL (YEAR OF THE PIG); THE LIMITED EDITION FTE BOTTLE IS CLEVERLY REVEALED WITHIN LAYERS OF CUT PAPER. INFLUENCER NINI PHOTOGRAPHY BY TAKAY.

FTE COLLAGE KEY VISUALS + TRAVEL RETAIL VIDEO / 2019

FOR JAPANESE MARKETS (WHO DON’T CELEBRATE CHINESE NEW YEAR), A CAMPAIGN WAS NEEDED WITH A FRESH PERSPECTIVE ON FACIAL TREATMENT ESSENCE. MOVING COLLAGE ELEMENTS PROVED TO HAVE STOPPING POWER FOR AIRPORT TRAVEL RETAIL FREE-STANDING LCD VIDEO FIXTURES

AYASE LIVE / FACIAL TREATMENT ESSENSE

AYASE LIVE BUILDS ON THE POPULARITY OF SNAPCHAT AND SNOW FILTERS, AND USES A “LIVE CHAT” FORMAT.
A FRESH WAY TO ILLUSTRATE THE INEFFECTIVENESS OF COMPLICATED, EXTREME SKINCARE TRENDS AND DEMONSTRATE HOW SK-II’S FTE IS SIMPLY ALL YOU NEED.