CLIENT: Loro Piana
ROLE: Art Director
For 2020 Chinese New Year under thew Rat sign, Loro Piana needed to tell a touching story that Chinese consumers could relate to while promoting their capsule collection and the brand.
Based on the insight that rich Chinese families were more and more traveling abroad for Chinese New Year, the family reunion gathering that it represents and the warmth that Loro Piana clothes bring through their high quality we came up with an original story called "Warmth of togetherness".
The story was shot in stop motion and featured a family of Rat traveling the world together providing a cute and touching take on the meaning of Chinese New Year. All the scenes were made of Loro Piana products, promoting the high quality of their fabric and craftsmanship.
By doing that we created an original heartwarming film that displayed the exceptional quality of Loro Piana products.
Around that story, we also made four different Key Visuals as well as some gift boxes, red envelopes, and greeting cards expending our story to Loro Piana costumers.
In this project I was responsible for the overall Art Direction, following and controlling the film production process as well as taking part in the concept, ideation, and story creation process.
Stop motion film telling the "Warmth of togetherness" story in a beautiful Loro Piana universe.
Loro Piana Key Visuals representing key steps in the rat family journey.