Global skincare brand SK-II and journalist Katie Couric have launched “Timelines,” a docuseries that explores the evolving and controversial topic of marriage pressure and societal expectations that women face globally.
“Timelines” is the latest campaign from agency Forsman & Bodenfors, Singapore, within #ChangeDestiny, an ongoing global platform to inspire and empower women to shape their own destiny. As part of this platform, SK-II sheds light on the “box” women all over the world are put in to due to societal norms and lends voice to the pressures they face to be the perfect woman in society’s eyes.
In “Timelines,” Couric travels to Japan, China, Korea and her home country, the U.S., to explore the pressures put on women by their families and society, and spark a conversation on marriage pressure and the unique role it plays in their life timelines. She uncovers the dreams and aspirations of four brave young women, and learns how these clash with the societal and cultural expectations coming from the ones who love them most.
The docuseries installments, all directed by Millie Mills of RadicalMedia, include this one in Seoul introducing us to Nara and her mother, Soon. Nara, an artist and influencer, and her mom love each other very much but live in two different worlds. Together they try to navigate what it means to follow your own timeline in a country rapidly changing but grappling with traditional values.
Each sees the other’s timeline as envisioned for how Nara’s life will ideally unfold. By exploring these two distinctly different timelines, understanding and dialogue are promoted between the two of them.
CreditsClient SK-II Agency Forsman & Bodenfors Singapore Johanna Hofman-Bang, art director; Kalle Akestam, copywriter; Andrea Kellerman, designer; Jason Feng, motion graphics. Production RadicalMedia Mollie Mills, director; Jim Bouvet, exec producer; Josh Barwick, line producer; Steven Kostyo, production supervisor; Jordan Buck, DP; Laura Ochoa, set designer. Postproduction Outpost Digital Brendan Hermes, exec producer; Greg Netter, producer; Grace McIntee, Lilli Rose Lyons, Emmanuel Asamere, editors; Dana Nyberg, assistant editor; Josh Kanuck, Yohance Brown, Matthew Mascia, Matthew Schwab, colorists; James Uminowicz, producer; Arniesha Williams, associate producer; Whitney Yannacci, postproduction coordinator; Alexandre Santoro, lead technical engineer; Sante Ferrante, machine room operator; Gino Volpe, jr. postproduction technician; Michael D. Perio, sr. producer; Kendra Darrow, associate producer. Music Leland Music Edward Chritchley, composer.
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More