DISNEY × MNY

Disney's Electric Parade and Chinese New Year share the same source material — lights, motion, celebration filling the night. The collection merged both worlds.

The whole campaign was built on one live beauty shot; everything else was CGI. The animation had to do the work — colors shifting like parade floats, light bouncing like fireworks, makeup infused with the magic of the moment. We translated Disney and CNY into something bold, playful, and cinematic. For a Disney fan, this was the kind of assignment that doesn't come around often.

Lead creative for the Maybelline × Disney collaboration for CNY 2020, with Global 360 art direction from concept through execution alongside creative, strategy and production.

That meant lead design across every layout and graphic, casting with production, and makeup, hair and fashion look direction on the one live shoot — as creative lead on set, under the CD. Off set it meant the CGI build, then retouching, mechanicals, video transfers, finishing and sound design, through to the final digital and e-commerce formatting.