May Beauty Surround You

Tension

Following the pandemic there was a significant and disturbing rise of racism and discrimination against Asian Canadians.

Truth

According to Chinese zodiac, the Year of the Tiger brings about confidence, optimism and most importantly, bravery.

Solution

We leveraged our platform on social with the goal of celebrating the Asian Canadian community during Lunar New Year. Through creative, copy and visual storytelling, we conveyed the beauty of new beginnings and this auspicious holiday.

Credits: Art Direction: Jaimie Hallarn, Writer: Carla LaMarca, Designers: Eric Champagne, Ellen Foster, Senior Manager – Campaigns & Communications: Amanda Hungerford, Paid Media: Julie Forbes, Social Media: Kaleigh Henderson, Model Photography: Matt Barnes, Director: Nikki Ross, Editor: Miguel Barbosa, Product Photography: Robert Watson, Evan Bergstra, Set Design: Renee Drexler, Wardrobe & Styling: Marc Andrew Smith, Hair: Duyen Huynh, Sandra Yang, Makeup: Kevin Truong, Carla Ladia.