Coming Together

Inspired by memory and culture, the brief was to elevate the brand’s visual approach to market-specific campaigns for Lunar New Year and Ramadan by uncovering what resonates and carries meaning.
 

I led the creative direction including the copy line, which resulted in the campaign “Coming Together”, celebrating the tradition of spending time with loved ones, whether feasting or exchanging gifts.

To add further depth to the application, I researched market-specific typesetting to enrich the concept, moving away from the Western left-to-right approach.

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The concept was brought to life through a pared-back editorial style, enhanced with subtle storytelling elements. Market-specific props added layers of meaning and symbolism, while rich textures and colours reinforced cultural significance.