Created for Apple’s Lunar New Year campaign, this multi-platform visual system extended across the App Store, Apple Music, and other digital touchpoints. Informed by a broad range of Asian traditions, symbolism, and festive visual culture, the campaign translated a shared story into a cohesive set of narrative-driven visuals and assets, creating a unified experience across platforms.​

​

Centered on themes of reflection, renewal, and connection, the campaign approached Lunar New Year as a moment to look back on the past year, recharge for the year ahead, and discover new ways to stay close with family and friends.