Chinese New Year. Tiger
ELIZABETH
ARDEN
Embracing the concept of alchemy, where particles evoke a sense of magic and ancient elements, we explored a world where a single particle can transform into millions. The sky's the limit when particles are the core concept—they fluidly morph from everyday objects to abstract representations of data. The style and technique remain grounded even as the particles continually evolve, taking a journey from their initial movement to radical explosions. The technical challenge was ensuring these particles could seamlessly transform from one form to another while maintaining an exact count.
When Elizabeth Arden wanted a tiger roaming through Shanghai for their Chinese New Year campaign, the suggestion was to build the city from their stylish cosmetic bottles. The result is a unique mixed media approach that adds a touch of glamour to the urban landscape.
The piece unfolds in four themes that align with Chinese New Year: Romance, Health, Wealth, and Safety. These themes are communicated through distinct colours, a unique tiger illustration for each, and carefully chosen props that reflect the spirit of the celebration.
Production Company:
RedStrings Productions
Agency:
MA Group
Director:
Candice Wainwright
Creative Direction
CREDITS
CREDITS
Production Company:
RedStrings Productions
Agency:
MA Group
Director:
Candice Wainwright
Creative Direction
CREDITS
Production Company:
RedStrings Productions
Agency:
MA Group
Director:
Candice Wainwright
Creative Direction