Chinese New Year for Today at Apple
2025
We celebrated the Year of the Snake for Chinese New Year with a series of workshops and events at Apple stores across Asia. For the campaign, we created an illustration inspired by the golden embellishments traditionally seen on hong baos (red envelopes), reimagined through the lens of the creative activities happening in our stores.
The illustration’s forms draw from the bold, graphic strokes of calligraphy, which flow together and are encircled by an elegant, continuous snake. To reflect the snake’s symbolic connection to transformation, we incorporated a special pattern of scales woven throughout the artwork. Alongside classic Chinese New Year symbols, we introduced playful, character-like illustrations—such as a gourd listening to music and Fu characters posing for a festive portrait—blending tradition with modern celebration.
The result is a visual story that captures the spirit of the holiday while celebrating creativity, good fortune, and transformation in the year ahead.
Responsible for:
Art Direction
Illustration
2025
We celebrated the Year of the Snake for Chinese New Year with a series of workshops and events at Apple stores across Asia. For the campaign, we created an illustration inspired by the golden embellishments traditionally seen on hong baos (red envelopes), reimagined through the lens of the creative activities happening in our stores.
The illustration’s forms draw from the bold, graphic strokes of calligraphy, which flow together and are encircled by an elegant, continuous snake. To reflect the snake’s symbolic connection to transformation, we incorporated a special pattern of scales woven throughout the artwork. Alongside classic Chinese New Year symbols, we introduced playful, character-like illustrations—such as a gourd listening to music and Fu characters posing for a festive portrait—blending tradition with modern celebration.
The result is a visual story that captures the spirit of the holiday while celebrating creativity, good fortune, and transformation in the year ahead.
Responsible for:
Art Direction
Illustration
