CLIENT NEED
If you told most westerners it was the Year of the Llama, few would argue; fewer still would assert there is no such year in the Chinese calendar. So how do you expose Western civilization to the great traditions of the Chinese New Year?
SOLUTION
To create awareness and knowledge about the eighteen-day long celebration, a pop-up experience was created on the Chelsea Market Passageway at NYC's High Line. Chosen for its popularity with locals and tourists alike, the space was fitted with LCD screens playing colorful animations spotlighting various elements of the festivities. These screens corresponded with interactive stations for the public to learn about four aspects of the annual holiday: (one) the Chinese zodiac, (two) traditional foods and their symbolism, (three) red envelopes, and (four) use of fireworks and the monster Nian.
MY ROLE
I was the sole creative who developed the concept, created all designs and assets from brief to execution,
FUN FACT: I was born in the Year of the Rooster. 🐓
