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Five animated films by SK-II Studio was supposed to have a star-studded, red carpet premiere at the 2020 Olympics in Tokyo.
But a global pandemic took precedent.
We needed a new way to share the ‘VS’ Series, and more importantly send the message that no matter their personal anxieties and insecurities, all women can overcome their personal 怪獣 (Kaiju) - just like the atheletes in the ‘VS’ Series.
So we turned to a virtual livestream premiere instead.
Navigating productions in 3 countries, we put together a program that contained meaningful stories, streamed live on YouTube and Twitter.
These stories highlighted the issues and uncertainties that many women face in their daily lives, from China to Japan to the US.
The pivot from a physical to a digital premiere paid off.
The ‘VS’ Series premiere achieved the highest number of live views and was among the top 5 beauty live events in 2020-2021 on Twitter.
And in a world where people skip ads in 5 seconds, we got viewers to spend an average of 7 minutes and 34 seconds tuning in with conversations around the ‘VS’ series growing post-broadcast.
The audience resonated with the societal pressures the athelets and celebrities shared, and took to social media to respond, even demanded a sequel.
Launching the ‘VS’ Series was always more than about the films.
It was about sparking a larger, more meaningful conversation around social anxieties women commonly face (especially in Asia) and empowering them to see that they have the power within to change destiny and fight their personal 怪獣 (Kaiju) no matter what form or size it is.