You and Your Chinese New Year

Commissioned by Apple for its Chinese New Year campaign, this project was developed in collaboration with two artists, with Yulong leading art direction and creating the 2D illustrations.

The concept centres on reunion, expressed through culturally resonant symbols and a structured visual narrative. The traditional “Quan He” candy box becomes the core metaphor, representing completeness and sharing, paired with the energy and movement of the lion dance.

Together, these elements form a cohesive visual system that connects tradition with contemporary digital culture.

Client: Apple

Role: Art Direction, Illustration