SK-II – Dialogue & Narrative Adaptation for Japan Context Global content-driven campaign spanning...SK-II – Dialogue & Narrative Adaptation for Japan Context Global content-driven campaign spanning...
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Yoshiko Nonaka
• Apr 23
SK-II – Dialogue & Narrative Adaptation for Japan
Context Global content-driven campaign spanning TV and digital formats, with involvement from storyboard-level materials through subtitle adaptation.
Challenge Maintaining emotional nuance and character-driven humor in Japanese, where repeated dialogue in the TV commercial risked flattening tone and reducing engagement. The dialogue also shifts between English and Japanese, requiring subtitles to align seamlessly with lines delivered in Japanese.
Approach Adapted dialogue for the TV commercial, reshaping repeated lines such as “I’m the Pitera Master!” into varied expressions that kept conversational rhythm and character voice—prioritizing natural flow over literal repetition while staying aligned with the brand’s tone.
At the same time, I ensured that subtitles integrated seamlessly with Japanese lines in the dialogue—particularly in moments where Naomi Watanabe shifted into Japanese while James Corden continued in English—so the overall exchange would feel coherent and effortless.
This approach carried through across campaign materials, maintaining consistency in tone and expression despite limited visibility into the full campaign context.
Outcome The dialogue remained engaging and natural in Japanese, preserving both character integrity and the campaign’s emotional and narrative impact across formats.
Photo © SK-II. Used for portfolio purposes.
Brand StrategyCopywritingFigma
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