Fresh
Lunar New Year of the Rabbit
For the Lunar New Year 2023, I had the pleasure of directing and animating this festive campaign for Fresh, the cosmetics brand under LVMH, in collaboration with the creative studio The Forge.
Celebrating the Year of the Rabbit, the piece was brought to life in a rich 2.5D collage style, blending digitally animated rabbits, photographs of Fresh products, and real cut-out botanical elements. The approach was inspired by digital stop-motion, recreating the charm of a handmade set within a fully animated world.
I oversaw the entire process—from concept and storyboarding through to animation and final delivery. The campaign was displayed across major malls and retail screens throughout Asia, making it an exciting opportunity to shape a complete visual experience for a global audience.