Lunar New Year Campaign
I conceptualized and executed the Levi’s Lunar New Year Campaign for 2013, the ‘Year Of The Horse’. The cast included Vanness Wu, a popular music icon and Jessy Liu, a top Asian model. Red and gold are the mandatory auspicious colors for Lunar New Year campaigns. We shot horses outdoors and used the prints to bring that symbol to the indoor studio. Additionally, we created dynamic indoor sets with lights and flowers to create festive images. The posing reflected the energy of the horse as well. The campaign was very well received in Asia. The imagery was employed online, in-stores, in advertisements, and on outdoor signage including buses.