OVERVIEW
Par Kie is a Japanese skincare brand built around one idea: simplifying your routine without skimping on results.
Made in Japan, sold in Australia, with a personality that was anything but typical skincare—playful, candid, a little chaotic.
The "Thirsty Skin #PreppedWithParKie" campaign was built to launch their hero product, the Super Collagen Moisture Dew, and establish a visual world that could carry the brand long-term.
CLIENT
Par Kie
YEAR
2023
ROLE
Creative Direction |
Campaign Art Direction
TEAM
Producer: Sofia Bautista
Assistant: Theola Astura
Photographer: JV Rabano
THE CREATIVE CHALLENGE
Skincare advertising defaults to one of two modes: clinical and clean, or aspirational and soft. Neither felt right for Par Kie.
The product is made in Japan—precise, considered, ingredient-led—but the brand personality is irreverent, energetic, and a little weird. The tension between those two things was the creative opportunity.
The campaign also had to do real product work: communicating hydration, absorption, and a collagen-based formula to an audience that would be suspicious of overclaiming.
The visuals had to feel like what the product does before anyone could even read a word.
THE THINKING
I built the visual language around three reference points: Yuni Yoshida for whimsy and conceptual surrealism, Shelley Horan for subject matter and lighting, and Izumi Miyazaki for clean simplicity with a conceptual edge.
The shoot was structured into four distinct categories—conceptual model shots, close-up skin and water imagery, lifestyle product shots, and catalog product photography—each designed to serve a different channel and use case while feeling unmistakably part of the same world.
The colour system leaned into the brand's signature turquoise, accented with hard light and unexpected textures but always undercut with something playful.
