GUCCI
CNY Campaign 2024
In celebration of Chinese New Year, Velvet Badger continued its collaboration with fashion powerhouse Gucci for the development of a captivating collection of beauty product advertisements.
This project unfolds through a range of print and digital CGI artwork, bringing to life the essence of the Lunar New Year in a stunning visual spectacle.
This project unfolds through a range of print and digital CGI artwork, bringing to life the essence of the Lunar New Year in a stunning visual spectacle.
YEAR OF THE DRAGON
Embracing the luminous glow of a new beginning, the Chinese New Year heralds a time of prosperity,unity and ubridled hope. The splendid Gladiolus, Peonies and Orchids don't merely bloom; they narrate a tale of resilience, wealth and delicate beauty that's deeply embebbed in Chinese cultural symbolism.
LIFESTYLE
Complementing the exquisite Creative Packshots, the lifestyle creatives adopt a minimalist design philosophy to spotlight the Gucci Beauty products in their full majesty. This approach emphasises each products' details and luxury, allowing them to be the centerpiece of each scene.
The backdrop is illuminated with a sunset-like glow, intentionally chosen to echo the themes of new beginnings and renewal synonymous with Chinese New Year. This warm light accentuates the products and their botanical companions, creating a tranquil yet hopeful ambiance that mirrors the festival's spirit of rejuvenation.
DEVELOPMENT
CREDITS
CLIENT: Gucci & COTY
AGENCY: Velvet Badger
EXECUTIVE CREATIVE DIRECTOR: Chris Joyce
EXECUTIVE PRODUCER: Kerry Adams
CREATIVE DIRECTOR: Alex Osman
PRODUCERS: Jessica Hull, Naomi Bonich
3D DESIGN: Tabriaz Waheed, Dan Weston, Julio Dean, Antoni Bartroli Forn, Marta Trigueros, John Luke Hodgkins
RETOUCHING: Stephen Hart, Jordan Evans, Steve Sims, Ian Awis
ARTWORKING: Ranj Sehambi, Chris Peabody
CLIENT: Gucci & COTY
AGENCY: Velvet Badger
EXECUTIVE CREATIVE DIRECTOR: Chris Joyce
EXECUTIVE PRODUCER: Kerry Adams
CREATIVE DIRECTOR: Alex Osman
PRODUCERS: Jessica Hull, Naomi Bonich
3D DESIGN: Tabriaz Waheed, Dan Weston, Julio Dean, Antoni Bartroli Forn, Marta Trigueros, John Luke Hodgkins
RETOUCHING: Stephen Hart, Jordan Evans, Steve Sims, Ian Awis
ARTWORKING: Ranj Sehambi, Chris Peabody
