Elizabeth ArdenArt Direction Support for Chinese New Year Campaign
Elizabeth Arden wanted a unique campaign for the 2023 Chinese New Year, the year of the water rabbit. Their goal was to create a campaign that was both cut-through and magical for the Chinese consumer. With this goal in mind, our design and creative production teams collaborated to create a score of key visual assets. Facilitated by my creative director, I supported the art direction process in pre- and post-production, creasting client-facing mockups and storyboards, aiding the refinement process in post, as well as on set direction and collaboration with prop stylists, photographers, and senior creatives.
Agency — Front Row
Creative Director — Caitlin Clingman
CONCEPT DESCRIPTION
The Red Door in the Woods
Our CGI video features our curious rabbit, made of glistening water particles, as they make their way on a journey through the woods they pass by Elizabeth Arden products and lead us to a celebratory scene of fireworks. Visually, the campaign is unique due to the rich green color theme in a generally red dominant environment for Chinese New Year, creating a magical, stand-out experience.