Pitera Miracles

Client: SK-II Pitera
Agency: Publicis
Year: 2022  

Pitera is a secret ingredient used in SK-II Facial Treatment Essence that was discovered in a Sake Brewery in Japan in the 1970s. It has a transformative power on skin. 

Widely known as The Miracle Water, such a mystical product brings a lot of questions from consumers.

To answer those, using the iconic product silhouette as a portal to this magical universe, we created a series of films that shows the Pitera Miracles, each tackling specific consumer barriers shown in our research.

The campaign ran on Youtube, TikTok/Douyin, and Instagram, in Japan, China, and Singapore.








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