It's Skin Brand MV
Creative Content Design
Brand
It's Skin
Role
Line Producer & Motion Graphic Designer
Industry
Beauty
Summary
A high-impact viral brand campaign celebrating the 10th anniversary of It’s Skin. By collaborating with 10cm and the global IP Sesame Street, we produced a witty, high-quality musical content piece that achieved 580K+ views—surpassing the channel’s subscriber count by 82 times.
Context
To rejuvenate the brand image for its 10th anniversary, we launched a limited-edition collaboration with Sesame Street. I led the creative production of a "Brand Song" video, blending the nostalgic charm of the characters with the artist's unique style.
The Challenge
• Rigorous IP Compliance: Navigating the extremely strict and detailed visual guidelines of the Sesame Street global IP. Every frame required 100% accuracy to meet the licensor's standards without compromising the campaign's creative energy. • Balanced Aesthetic: Ensuring the "Vintage News" concept remained premium enough to uphold the skincare brand’s expert identity, avoiding a "cheap" or purely comedic look.
My Approach
• Conducted extensive review sessions with the Art Director to translate complex IP guidelines into actionable design elements for props and sets. • During the shoot, I utilized printed physical checklists of the brand guidelines. I manually verified every prop, character placement, and graphic overlay in real-time to ensure zero compliance errors. • Developed a vintage-inspired motion graphic system (news tickers, weather overlays) that integrated three distinct visual identities (It's Skin, 10cm, Sesame Street) into one cohesive narrative.
Solution
We successfully delivered a "Newtro" (New + Retro) multimedia experience. By prioritizing meticulous compliance as the foundation of creativity, I ensured that the global IP was represented perfectly while the brand's 10th-anniversary message resonated powerfully with the audience.
Impact
• Achieved 580,000+ organic views with only 7,000 initial subscribers. • Delivered the final asset with zero IP compliance issues, strengthening the brand’s relationship with international licensors. • Demonstrated the ability to manage high-stakes, multi-partner projects with a focus on both creative vision and operational precision.
