The accomplishments of the Asian American community should be honored every day, but especially on Lunar New Year. For the Year of the Rabbit, we celebrated the larger Asian American community by exploring the cultural diversity and uniqueness found when friends team up for Lunar New Year.
Role: Art Director
Photography by Michelle Watt
We explored the different origins, professional achievements, and cultural customs of successful Asian Americans depicted in our campaign’s Key Visual by making the static image come to life in an interactive mobile experience, including interviews and personal stories. By diving deeper into the captured moment, we showed how everyone’s combined talents played a role in creating an excellent LNY feast, with Rémy Martin XO at the center of it all.
Click here for the interactive website
The mobile experience is an invitation into a Lunar New Year feast. In the interactive mobile experience, we created a seamlessly looped video of our Lunar New Year celebration. Tap on one of the people at the table, and viewers will get closer to him/her and hear about their Lunar New Year traditions and wishes for the new year.
And get a first-hand look at the symbolic foods, glamorous fashion, and honorable traditions around the Asian holiday.