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Pomelo Lunar New Year 2022
Location
South East Asia
Date
2022
Role
Creative Director, Film Director
Project type
Seasonal Regional Campaign, Creative Direction, Film Direction, Art Direction, Marketing Strategy
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.
2022 is the year where all of Pomelo's territories have comfortably opened up for social activities since the COVID pandemic and the narrative of this CNY was heavily focused on the idea of reunion and togetherness. We draw parallels with celebrating the diverse individualities of the #PomeloGirls community with the colorful characters we meet at CNY house visits as well.
