Jason Feng - SK-II: Timelines with Katie Couric

SK-II Timelines

Who Is Drawing Your Timeline?
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In "Timelines", follow Katie Couric as she travels to the U.S., Japan, China and South Korea to explore the pressures put on young women by society and spark a conversation on marriage pressure and the unique role it plays as they form the timelines of their lives. She uncovers the dreams and aspirations of four young women, and she learns how these clash with the societal and cultural expectations set by older generations and the ones who love them most.

You can watch the documentary here.

I was involved in this project as the designer/motion designer and I will bring you through my exploration and thought process for this campaign.

01. Logo Exploration
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How can a logo express what this campaign is about? My initial idea was to show how a woman's life and milestones are constantly changing with the times, moving from a linear timeline into something that resembles a combination lock. On a similar tangent, I wanted to explore the theme of how every individual has diverse and different aspirations. This would be visually expressed through repetition to show multiple possibilities or something that is in flux.

We landed on a clear and simple design as the main consideration for the logo would having it be translated to multiple languages.

02. Website

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The website has a full screen video playing in the background. The user flow starts off with a preamble on what the documentary is about. The main concern is that users will only see the main film and not the 4 other country episodes. As soon as users click through, they would be shown a horizontal gallery with a hint that there is more content beyond the main film.

03. Social
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Social is the main channel that the documentary will reach our audience. I selected a mix of videos and stills for the carousel to complement the 15s teaser, which in itself tells a small story. Below are some samples of the vertical content.