ECCO commissioned me with this AD work to promote new shoes for the Dragon New Year. They wanted me to tell an exciting and engaging story incorporating traditional Chinese culture while highlighting the shoes' design inspired by dragon scales.

I think memories of Chinese New Year are covered with a warm yellow color filter. So, in this creation, I chose the warm colors of yellow and red as the primary colors. At the same time, based on the traditional Chinese dragon, I incorporated more vivid lines so that the dragon is no longer a distant totem of the Chinese Zodiac but a symbol we can imagine and even get close to.

When the dragon soars above the city, overlooking the lights of the Chinese New Year, the Year of the Dragon will be a great success.

Client: ECCO