Creative Concept – Lunar New Year

Overview:
This annual campaign bridges Asian tradition and French elegance, honoring the Lunar New Year through a refined and joyful creative narrative. Each year, the zodiac animal becomes the central storyteller, leading a fantastical journey through Paris, discovering its landmarks, embracing its charm, and preparing for the celebration.

Creative direction:
The concept creates a vibrant cultural dialogue between East and West, blending traditional symbolism with contemporary aesthetics. Visual storytelling is key: whimsical compositions, refined motion design, and elegant packaging come together to capture the spirit of the festivities while staying true to Sisley’s brand sophistication.

My role:
I led the development of the creative concept and oversaw the art direction across all assets, from key visuals to social media content and animations. This included visual research, storytelling, graphic coordination, and close collaboration with motion designers and packaging teams to ensure brand consistency across platforms.