Creative direction: Marlene Neves, Jessica Diaz, Isabella Jusková
Illustration and design: Jeremy Leung
Photography: Haley Ma and Andy Jackson
Food styling: Louisiana Mei Gelpi
Designing a visual motif that modernizes the Chinese Zodiac for a high net-worth audience and attracts shoppers to Canada’s pre-eminent destination for luxury fashion.
I was approached in Fall 2020 to represent Holt Renfrew as a brand ambassador and illustrator for their 2021 Lunar New Year Campaign. It was the year of the ox, more specifically, a water ox (there are 5 elements that pair with each Chinese zodiac annually). Taking inspiration from traditional Chinese paintings of river oxen, I began sketching the animal with strength and vitality in mind going into the year 2021.
As is Chinese Lunar New Year tradition, a red envelope (known as 紅包, hóngbāo) is traditionally given to your friends and family. I decided to make it gold for this design in particular, emphasizing a fresh take on luxury packaging. A set of 8 envelopes encased in a collectible box with a die-cut of the oxen’s head would also be produced for the campaign.
Another top priority was that the design was applicable to both digital and physical applications; on the web, it was applied across all of Holt Renfrew’s e-commerce verticals and socials. For in-person shopping, a variety of visual merchandising applications were implemented, including an 8-foot “Lunar Moon Gate”, a ceiling-supported fixtures in the atrium and a “Wishing Tree”. The design was also transferred into window vinyl, applied at each of Holt Renfrew’s 8 storefronts across Canada.
Lastly, I was asked to be in front of the camera as a brand ambassador, and curated my own photoshoot with various objects and dishes that represented my celebration of the holiday.
The campaign was one of Holt Renfrew’s most successful and the envelope package was given as a gift to customers who spent over $50,000 per year.
The visual centerpiece of the campaign was this original oxen drawing.
Lifestyle photo campaign
Various social media and e-commerce campaign assets