“The agency wanted each film to have a very defined graphic style”, says Courtiere. “ I was a graphic mediator of sorts, tasked with maintaining coherence and consistency between the films”. And though there is a clear lineage throughout the films, each director paved their own path through the project. According to the Timekeepers, “creating a 12 second film was a welcome escape from the much longer films we usually work on! Our intent was to showcase a fantastical version of the brand’s universe, while telling a short and original story which cuts to the heart of the SKII product”. Ludovic Houplain from H5 reflected that nailing the aesthetic was of the utmost importance. “Creating a look that felt pure and pared back was the key; once we unlocked that everything else fell into place”..
Unlisted executive producer Graham Pryor says of the project, “the opportunity to work with such a diverse range of talent, both established and emerging, was incredibly exciting. And seeing Axel tie together these directors' work into a coherent whole was very satisfying.”