Step into the New Year

This illustration series and animation were created as the key visual for ECCO’s Chinese New Year campaign, promoting their Year of the Dragon footwear collection. The project focused on developing a campaign image that integrates cultural storytelling with product-driven visual communication.

The visual language draws from traditional Chinese motifs, combining red and yellow colour palettes with stylised dragon imagery inspired by the product’s scale-like design. The composition introduces a dynamic narrative set within a festive cityscape, supporting seasonal branding and campaign storytelling.

The visual was further developed into animated campaign assets in collaboration with a motion studio, extending the illustration into digital applications.

Client: ECCO

Role: Illustration, key visual, campaign visuals

Collaboration: Motion design (in collaboration with animation studio)