For Tiger Beer’s Chinese New Year 2024 campaign celebrating the Year of the Dragon, I art directed a bold and immersive integrated campaign anchored by the line, “Cheers to a bolder tomorrow.” The work spanned multiple touchpoints, including a cinematic pre-roll film across YouTube and social media, an innovative 3D anamorphic display at Pavilion KL featuring a dragon and tiger leaping into the sky amid fireworks, and an interactive AR experience that brought the creatures to life in users’ palms. The campaign also extended into real life with a vibrant experiential event at Sunway Velocity, a major Kuala Lumpur shopping mall, complete with KOL/influencer appearances, engaging games, competitions, and an exclusive fashion collaboration with streetwear label AGAINST LAB. A visually striking print campaign complemented the digital and experiential elements, showcasing beautifully illustrated depictions of the dragon and tiger. The result was a culturally resonant celebration that merged tradition, technology, and Tiger Beer’s bold spirit.