Lunar New Year
Each Lunar New Year campaign presented a fresh opportunity to reimagine tradition through a modern lens. Across the years, we developed a visual language that honoured each zodiac animal’s symbolism while staying true to Estée Lauder’s brand codes. Whether it was the strength of the Ox or the elegance of the Rabbit, each story leaned into bold colour and graphic motifs. I treated every year as its own creative chapter – always vibrant, always celebratory, but never cliché. The campaigns became not only seasonal touch points, but also visual connection to cultural heritage and ritual.
