For Chinese New Year 2024, I led the creative development of a dedicated campaign celebrating the Year of the Dragon, spanning both the hero film and an exclusive client gifting experience.

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The project reinterpreted the symbolism of the Dragon through La Prairie's luxury lens, combining cultural relevance, craftsmanship and elevated storytelling.

 

Alongside the campaign film, I conceptualized and designed a bespoke gifting piece featuring premium materials, refined gold detailing and custom illustrations inspired by themes of prosperity, renewal and good fortune.

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The objective was to create a cohesive and memorable brand experience across both physical and digital touchpoints, while reinforcing La Prairie's premium positioning during one of the most significant cultural celebrations of the year.