Leland Originals Composer Ed Critchley Scores Global Campaign for SK-II

Leland Originals composer Ed Critchley has scored the global campaign for Japanese skincare brand SK-11. Directed by Radical Media’s Mollie Mills, the online films are the next installment in Procter & Gamble’s #changedestiny global campaign.

Presented by the award-winning investigative journalist and former Today Show host Katie Couric, the series aims to examine women’s evolving views on marriage, personal goals and dreams.

Each film follows Katie as she travels to New York, Tokyo, Seoul and Shanghai to interview a young woman from each city, alongside either a female friend or family member, exploring how these modern women are forging their own individual paths and ‘timelines’, sometimes in conflict with traditional family and cultural values.

"To me, 'Timelines' was illustrative of the power of a brand embracing a controversial topic and creating an environment where conversations could take place and cultural change could actually happen," says Katie. "None of these things happen overnight, but I think the fact that a short film can really move people to talk about things that are difficult to talk about inspired me a lot." 

Ed Critchley is one half of electro-folk duo GAPS and his credits include creating the scores and sound design for the BAFTA Award winning State of Play Games' Lumino City and INKS, and composition work for the likes of Nike and Johnnie Walker. Read more about Ed and his work here.