Lunar New Year 2024 is the year of the dragon and stands as the most important celebration offering a prime opportunity for luxury brands to launch exclusive, limited-edition products to the market. Amidst the saturation of campaigns incorporating the ubiquitous red hue and symbolic dragon imagery, the team at Modest and I embraced a unique and abstract art direction setting our creative endeavors apart from the competition.
Inspired in the essence of the traditional dragon dance, our creative vision embraced digital technologies to emulate a kinetic sculpture. This sculptural masterpiece intricately replicates the undulating and dynamic motions synonymous with the dragon dance, presenting a harmonious fusion of traditional artistry and contemporary methods.
Our campaign unfolded across prominent platforms such as WeChat, Weibo, and various social media channels, alongside a strategic digital advertising rollout in February 2024.
Inspired in the essence of the traditional dragon dance, our creative vision embraced digital technologies to emulate a kinetic sculpture. This sculptural masterpiece intricately replicates the undulating and dynamic motions synonymous with the dragon dance, presenting a harmonious fusion of traditional artistry and contemporary methods.
Our campaign unfolded across prominent platforms such as WeChat, Weibo, and various social media channels, alongside a strategic digital advertising rollout in February 2024.
CREATIVE DIRECTOR - Ryan Gerber
ART DIRECTION & DESIGN - Paola Rodríguez Vitale & Antonio Martinez
3D ART AND MOTION - Jonnatan Paz & David Forero
VIDEO EDITING - Antonio Martinez & David Forero
Created for Modest - Creative Agency
