Gucci x COTY
Chinese New
Year Campaign

The Project

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.

Roles

Creative Campaign, CGI Animation, 3D Project Modelling, Print & Digital, Retouching & Artworking

Gucci Beauty Chinese New Year Campaign — Gucci Beauty 2024 - Chinese New Year

Gucci Bloom Fragrance product with red flowers backdrop

Gucci products lined-up in 3D scene for Chinese New Year

Gucci Lipstick product placement in CGI scene

The Brief

To create a captivating series of CGI still images showcasing the exquisite Gucci Beauty collection that lends itself to the holiday campaign while celebrating Chinese New Year 2024, the Year of the Dragon.

Gucci Flora Fragrances Lined up for Chinese New Year Campaign

Year of
the Dragon

Embracing the luminous glow of a new beginning, the Chinese New Year heralds a time of prosperity, unity, and unbridled hope. The splendid Gladiolus, Peonies, and Orchids don't merely bloom; they narrate a tale of resilience, wealth, and delicate beauty that's deeply embedded in Chinese cultural symbolism.

The Gladiolus, with its sword-like leaves, stands tall, symbolising strength and moral integrity. The opulent Peonies, often referred to as the 'King of Flowers' in Chinese culture, embody wealth and honor, resonating with the festive spirit of abundance.

Finally the Orchids, a perennial epitome of refinement and friendship, harmoniously weave a thread through our campaign, embracing associations of many cherished gatherings and eternal bonds.

Gucci Beauty Flora Bottles in Chinese New Year Campaign

Gucci products in 3D CGI on red flower background

Gucci Foundation on Red Flora Background in CGI

Gucci Lipstick on Red Flora CGI background for Chinese New Year Campaign

Gucci Chinese New Year Campaign montage of creative in different formats

Lifestyle
Campaign

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 centrepiece of each scene.

Gucci Chinese New Year Lifestyle full product line up campaign

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, golden light accentuates the products and their botanical companions, creating a tranquil yet hopeful ambiance that mirrors the festival's spirit of rejuvenation.