SK-II's Campaign #BeautyIsNoCompetition

Collaborating with WPP, IF shines a light on the beauty of human connection through “VS MACHINES” a tribute film to Japan’s first ever Olympic Badminton Doubles Gold Medalists — Misaki Matsutom and Ayaka Takahashi, who recently announced her retirement from the Olympic Games Tokyo 2020.

Creative Director Alan Williams said

“From the first time I heard Ayaka Takahashi and
Misaki Matsutomo’s story, to filming their unmatchable
skills on set, my collaboration with WPP in telling this story for SK-II’s BEAUTY IS NO COMPETITION campaign is one
I’ll never forget.

Our main creative challenge was to take the all-to-common reality of toxic expectations that not just
Takashi and Matsutomo face – but all women – and
repackage it in a way that made the viewer see it with new eyes – to truly feel it. Through the poetic language
of human-turned-robots to even a towering Kaiju, I feel our team did just that, and I couldn’t be more excited to share this with the world.”