My Destiny, My Choice -
SK-II
In China, there is a chauvinistic term 好嫁风 or ‘good for marriage’. The term encourages women to make choices that diminish themselves so they are not too smart, too ambitious, or too successful for the average Chinese man. So to give women a safe space to make life decisions that reflect who they truly are, we created the skincare industry’s first interactive movie: My Destiny, My Choice.
Starring award-winning actress Zhang Zifeng as your best friend, viewers navigated through twelve story paths and over 1 hour of playable content.
Official Selection at the 2023 Vogue Film Festival
480 million mentions on China’s Twitter (Weibo)
Spikes, Clio, Creative Circle Awards
Here is a selection of my favourite scenes, including one where the main character ditches both men and marries her besties instead.
“My Destiny, My Choice” premiered at the Vogue Film Festival in Shanghai and was attended by Wu Yanshu, an 85-year-old feminist and actress who gave her own advice after watching: “Follow your heart, be brave. Nothing should prevent you from pursuing what you love”.
