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— Lunar New Year '22 by David Jones
Tiger in the City
Creative Concept and Production for Australia's leading luxury department store.
The David Jones 2022 Lunar New Year campaign showcases a collection of the world's most luxurious goods with the most beautiful of creatures, the tiger.
Drawing on a deep cultural understanding of the symbolism and meaning imbued in traditional Lunar New Year storytelling and celebrations, we developed a campaign to celebrate the majesty and mystery of the tiger.
— Lunar New Year '22 by David Jones
A celebration of the water tiger
The campaign delivered a range of still, and animated assets to bring festivities for David Jones to life across a range of in store and online channels.