Per the marketing brief, La Mer aims to draw attentaion and boost sales with a Chinese New Year campaign. This involves recruiting and converting consumers with limited sets and culturally relevant messaging.

The dragon is the most significant symbol in Chinese culture. The protagonist of the key visual and main film remains our star product - Crème de la Mer. With the New Year approaching, renewal is the predominant theme. We have collaborated with artisan Zhang Xiaodong to showcase the nearly lost art of dragon scale binding, enhancing the artistic quality of the entire campaign. Handicraft and the embodiment of the dragon intertwine seamlessly, adding depth to the campaign.

I was part of the in house creative team, involved throughout the entire process from initial conceptual development and collaboration with the artist to film storyboard, packaging, TOA (Terms of Agreement) design, on-site shooting, KV mockup, and up to VM and event materials design and support.

Film: Resn
Still Life Photographer: Zhe Zhu
Set Design: Younz