Luna New Year - Year of the Dragon
As the designer behind Optus's Lunar New Year campaign for the auspicious Year of the Dragon in 2024, I delved into creating visuals that harmoniously merged cultural significance with contemporary flair. From dynamic imagery to intricate details, the campaign was crafted to authentically capture the essence of Lunar New Year festivities.
By incorporating symbolic elements associated with the dragon, the design aimed to captivate and resonate with the audience while staying true to Optus's brand identity. Through this project, I contributed to a visually compelling campaign that celebrated tradition and embraced the vibrant energy of the Year of the Dragon for Optus.
Evolving the Campaign
The initial concept for Optus's 2024 Lunar New Year campaign featured a typographic approach enriched with culturally significant icons—such as lanterns, coins, and plum blossoms—to convey festive themes. As the design evolved, the focus shifted toward a more dynamic representation by incorporating a stylized dragon, aligning more directly with the Year of the Dragon. This transition allowed for a more impactful visual narrative that resonated with the audience while maintaining cultural authenticity and adhering to Optus's brand identity.
Final Creative:
Embracing Tradition with a Modern Twist
The final creative for Optus's 2024 Lunar New Year campaign featured a bold, stylized dragon with a glowing lantern that lights up once the dragon breathes fire. The shift to a more dynamic visual approach allowed for a deeper cultural resonance while maintaining alignment with Optus's brand identity.
