ASIA UNFOLDS
DFS Group was named Grand Prize Winner in VMSD Magazine’s 2014 International Visual Competition for its first-ever seasonal campaign for T Galleria by DFS, Autumn/Winter 2013: Asia Unfolds.
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The original campaign concept and key visuals were created by a New York–based advertising agency, featuring models Sean O’Pry and Karen Elson, photographed by Craig McDean. Inspired by travel and Asia, the campaign presented a fairy-tale world crafted entirely from paper.
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The campaign was rolled out across window displays and in-store visuals at 14 downtown stores and two airport locations worldwide, incorporating paper-crafted landscapes inspired by destinations such as Hawaii, Hong Kong, and Singapore.
My role involved adapting the campaign visuals across global advertising and promotional collateral, ensuring consistency and impact across multiple formats and markets.
Key visuals shown below are credited to the original creative agency and collaborators and are displayed for portfolio purposes
The Adverts, light boxes and various of collaterals world wide, adopting from the Key visuals above.
Below: The additional Lunar new year (year of horse) for the campaign.
Below: The Virtual merchandising team had done an amazing job on extending the paper arts in the stores according to the theme for each locations.
