SK-II - My Destiny, My Choice

SK-II believes that women should have the right to choose their destiny. So to give women a safe space to make lifedecisions that reflect who they truly are, they created the skincare industry’s first interactive movie: My Destiny, My Choice. The movie stars you, the viewer. Starring award-winning actress Zhang Zifeng as your best friend, you could navigate through twelve story paths and over 1 hour of playable content that covered life’s most important decisions. You could choose to either be ‘good for marriage’ or stay true to yourself. Every choice allowed women to defy traditional marriage pressures and write their own narrative.

My Destiny, My Choice consisted of 20 choices, 12 story paths, and over 1 hour of playable content. You could date the typical “perfect husband”, a young artist, or stick with your besties. Story paths lead to surprising endings like moving to the big city, quitting your job, or ditching both men and marrying your best friends instead. The script was based on real experiences from interviews with 30 women, interwoven into one multi-dimensional story. It included simulated phone calls and text messages. Through the intentional selection of Bilibili as our core platform for hosting the experience, real-time commenting was integrated so women could discuss their choices.

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