May Beauty Surround You

Tension
In the wake of the pandemic, racism and discrimination against Asian Canadians were rising – casting a shadow over a moment meant for celebration.

Truth
The Year of the Tiger symbolizes bravery, optimism, and the power to push forward with pride.

Solution
We used our social platform to honour Lunar New Year and spotlight the strength and beauty of the Asian Canadian community – through storytelling rooted in culture, resilience, and new beginnings.

Role
Led concept development and campaign strategy. Directed creative approach across social and video, shaped messaging and visual identity, and ensured cultural authenticity through every touchpoint.

Results
💬 Sparked pride and conversation across the community
🧧 Celebrated internally and externally as a model of inclusive storytelling
🐅 Strengthened the brand’s role as a cultural ally during Lunar New Year