In Singapore, Clearday™ has developed from a small start-up company to a leading international cosmetic brand in less than a year. But when a draft of the company’s latest skin cream advert is leaked, the video goes viral globally for all the wrong reasons.
YouTube views are in the thousands and keep climbing; anger is building on social media; and journalists are starting to cover the story. This is an international PR nightmare; the company cannot be seen to be racist, they’ve got to get it taken down before America wakes up.
Replicating the abstracted the effect of the marketing on the wider world, White Pearl featured a 6m column of high-res LED, split into multiple flying sections. We recreated the effect of social media and, abstracted the view figures into swarms of particle-generated numbers.