Crafting the Lunar New Year with Angel Chen

I defined and directed the creative vision, strategy, and execution for Johnnie Walker’s global Chinese New Year of the Rabbit 2023 campaign. This exclusive collaboration with Shanghai-based fashion artist Angel Chen spanned key labels including Blue Label, John Walker & Sons "XR 21," and "King George V."

I led the integration of Chen's vibrant and delicate design language across all visual and narrative elements for social platforms, ensuring the campaign elegantly honoured tradition while capturing contemporary relevance and significantly enhancing brand reputation.