ROLE
Concept
Creative direction
Art direction
CREDITS
Made with Kenneth Wong for SK-II
Animated by Pleid St.
Copywriter — Kenneth Wong
Designers — Yen Wee, Reynard Adrianto
Pitekuma • SK-II
SK-II has been a victim of its own success. Its iconic red-and-white world and tight ambassador crops have become so familiar that festive “new-ness” often goes unnoticed.
This year, we flipped the script. We took SK-II’s festive world somewhere it had never been—introducing Pitekuma, an ownable character that refreshed how a 40-year-old brand shows up at Christmas without losing its DNA.
Launched with global stars including Sakura Miyawaki (LE SSERAFIM), Mina (TWICE), Mun Ka Young, and Baifern, the campaign travelled across Asia, with creators organically jumping in and making Pitekuma their own.
More than a seasonal moment, Pitekuma is here to stay. now established as SK-II’s festive mascot for many holidays to come.
Pitekuma •
SK-II
SK-II has been a victim of its own success. Its iconic red-and-white world and tight ambassador crops have become so familiar that festive “new-ness” often goes unnoticed.
This year, we flipped the script. We took SK-II’s festive world somewhere it had never been—introducing Pitekuma, an ownable character that refreshed how a 40-year-old brand shows up at Christmas without losing its DNA.
Launched with global stars including Sakura Miyawaki (LE SSERAFIM), Mina (TWICE), Mun Ka Young, and Baifern, the campaign travelled across Asia, with creators organically jumping in and making Pitekuma their own.
More than a seasonal moment, Pitekuma is here to stay. now established as SK-II’s festive mascot for many holidays to come.
