For Lunar New Year, Sephora set out to craft a campaign that honoured the cultural significance of new beginnings while embodying the bold spirit of the Year of the Tiger—bravery, courage, and compassion. We approached this not just as a seasonal moment, but as an opportunity to connect emotionally with our communities through a lens of hope and resilience.

Our creative direction focused on storytelling that reflected the duality of tradition and transformation. Visually, we leaned into rich, symbolic elements that conveyed warmth, renewal, and strength, ensuring that every touchpoint—from digital content to in-store moments—evoked a sense of reflection and celebration.

In a time where connection looks different for many, we stayed grounded in authenticity, allowing the campaign to resonate across cultures while remaining inclusive. Our closing message, “May beauty surround you,” extended a heartfelt wish to all who celebrate—capturing the spirit of belonging, healing, and forward momentum.

Role: Creative Director
Scope: Conceptualization, Strategy, Art & Creative Direction, Digital/Print Collateral, Retail Creative, Storyboarding, Production, Retouching, Post-production Supervision

Director: Nikki Ross
Model Photographer: Matt Barnes
Product Photographer: Robert Watson
Editor: Miguel Barbosa
Set Design: Renee Drexler
Wardrobe: Marc Andrew Smith
Hair: Duyen Huynh, Sandra Yang
Makeup: Kevin Truong, Carla Ladia
Art Direction: Jaimie Hallarn
Writer: Carla La Marca