ECCO entrusts Yulong with creating a main visual advertisement for their new Year of the Dragon shoes. They hope Yulong can incorporate Chinese traditional culture to tell a thrilling, captivating story, while highlighting the shoe design inspired by dragon scales.

In Yulong's memory, Chinese New Year is often bathed in a warm yellow filter. Therefore, for this creative work, Yulong chose yellow and red as the main color tones. Additionally, based on traditional Chinese dragons, Yulong incorporated more vivid lines, transforming the dragon from a distant zodiac symbol into a relatable and approachable emblem that people can imagine and feel a connection to.

As the dragon soars above the city, overlooking the myriad lights of the Spring Festival, the Year of the Dragon approaches.

Client: ECCO