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Web Film
SK-II Studios: The Center Lane
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A high-impact group from WPP, consisting of hand-picked global talent from Grey and MediaCom, has launched their first film for premium skincare brand SK-II. Directed by iconic Japanese director, Hirokazu Kore-eda, ‘The Centre Lane’ will be the first of a series of films released under the new content platform SK-II Studios. The Centre Lane, is a empowering docu-drama that blends live action and animation to tell the story of the Japanese swimming prodigy Rikako Ikee and her route back to competition following a devastating diagnosis of leukaemia when she was just 18. The film was co-created by the specially-formed hyper-accelerated creative unit within WPP that was built to develop an exciting and challenging new narrative from SK-II on the pressures around beauty. Using the backdrop of the Olympic Games Tokyo 2020 to support women all over the world. The Centre Lane is the debut film from the brand’s newly formed content division, SK-II Studio, representing the first of seven films that the WPP agencies have made with the brand. The specialist unit from WPP supported the development of the brand’s first film studio division, which will be dedicated to tackling the societal pressures impacting women today through the power of film and storytelling. Director of more than a dozen feature films, Hirokazu Kore-eda is a Japanese film director, producer, screenwriter, and editor who gained international fame winning the Palme D’Or for his 2018 feature film Shoplifters. The film utilises his signature style with in-depth interviews and experiences that shed light on Ikee’s inner thoughts, struggles and hopes as she re-enters the pool to train for her competitive comeback. It also marks the first time the director has used animation. Japanese Swimmer Rikako Ikee, was the Most Valued Player (MVP) of the 2018 Asian Games and a gold medal candidate for the Olympic Games Tokyo 2020 before she was diagnosed with leukemia last February 2019. During her journey to recovery in May 2020, she partnered with SK-II, and the team of WPP agencies launched the new partnership by sharing the first portraits of Ikee-san without her wig. Her story of hope and strength touched the heart of the nation, becoming top news on Twitter, LINE and Yahoo in Japan.
Leo Savage, Consulting Executive Creative Director Related |
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