We created a visual creative design for Gucci’s 2024 Chinese New Year online brand campaign. The theme, “Everyday New Year Moments, Treasured,” involves an interactive mobile experience where users can shake a dragon ball on their phones to gradually reveal surprising and precious images. We designed three visual scenes: “Happiness in Everything,” “Peace and Safety Year After Year,” and “Flowers Blooming Along the Way,” each conveying beautiful blessings.

The main visual features metal fragments pieced together to form different objects such as dragons, hearts, and flowers. Though these fragments are ordinary, we transformed them into delightful and precious New Year memories. In addition to wallpapers, we also designed emojis and other visual elements, refreshing the traditional image of the Chinese New Year dragon with a modern and fashionable touch, presenting a unique visual expression for the Year of the Dragon.