A Great View

We facilitated a large-scale, cross-country production, working directly with Zara’s global HQ to craft a campaign befitting of the Chinese New Year celebrations. We worked closely with them to develop the creative strategy, pairing the aspirations of the young, emerging middle-class in contemporary society with nods to traditional family values. On the production side, we cast top director Christine Yuan – born in America, with Chinese family ties – to bridge the cultural gap, along with a local production crew that brought the best of both worlds.