BACKGROUND

In China, there is a chauvinistic trend on social media called 好嫁风 or ‘good for marriage’. Since there is a common notion of men 'marrying down', the term encourages women to diminish themselves so they are not too smart, too ambitious, or too successful for the average Chinese man. In a country where marriage pressure is immense, the term reinforced stereotypes of a woman’s only value being her ability to get married.

SK-II's long standing "Change Destiny" brand platform has advocated for women's right to choose their own destiny for almost a decade. To push the brand platform further, we decided to do something about 好嫁风 (‘good for marriage’).

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.

Cinematography was a key component to making all the different stories seamlessly flow, regardless of the viewer's choices.

Over 60 minutes of finished footage shot over only 4 days