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Pomelo Lunar New Year 2020
Location
South East Asia
Date
2020
Role
Art Director
Project type
Regional Seasonal Campaign, Art Direction
Meeker
Nicole Lee
Pomelo is a Southeast Asian digital fast fashion brand with a particularly strong appeal to 18-35 years old digitally-proficient women. In 2020 it launched it's platform to offer customers a wider variety of categories and brands to choose from.
Nicole worked on this project as the lead creative, executing 360 creative and art direction for every part of the marketing and purchasing funnel.
The key visuals are inspired by the lavish art direction found within director Zhang Yimou's wuxia films, taking exuberant colors in nature found during spring time to accentuate the colors and textures of the fashion collection. Narrative and copy direction harks back to Nicole's cultural roots, a playful take of Chinese over-politeness during Chinese New Year and turning idioms into a playful form of verbal war. Film direction is inspired by the kitsch in Tarantino films.
