Women’s Day: SK-II #changedestiny campaign’s newest film

So-called “leftover women” unite with families to win over outdated views

Skincare darling SK-II continues to support China’s single women through its #changedestiny campaign with a new film exploring traditional family expectations on marriage.

Watch full film here.

SK-II’s newest film “Meet Me Halfway” by PIG director Floyd Russ

The short documentary “Meet Me Halfway” follows three bright and single Chinese ladies as they finally reach out and open up to their parents after years of avoidance due to marriage pressure fears. 

SK-II hopes to encourage open dialogue about marriage expectations and be a source of empowerment for women everywhere to feel more confident about their life choices.

The brainchild of agency Forsman & Bodenfors, directed by Floyd Russ and produced by Tool of North America, “Meet Me Halfway” was entirely shot on location in different parts of China by P.I.G CHINA.

SK-II’s first film “Leftover Women” by PIG director Floyd Russ