La Mer Global Eid Campaign '24
Role: Art Direction & Design
Opportunity/Challenge: Part of La Mer's first global 360 campaign Eid Campaign, our objective was to take a non-traditional approach to the creative while focusing on themes of gratitude and togetherness. Using traditional motifs and symbolism we attempted to connect more deeply with Muslim consumers during the culturally significant period of Eid Al Fitr and Ramadan. The challenge is to break through the traditional marketing approaches used by Western brands during Ramadan and Eid, and to create content that resonates deeply with the target audience, in a month where practitioners are focused on their well being.
Concept Summary: Inspired by Mughal miniature paintings, specifically focusing on the garden. In the context of Mughal architecture, gardens were not merely ornamental but held deep spiritual and functional meanings. They represented the concept of paradise on earth, an idea central to Islamic art and culture. With this in mind, our team created a dense multi-layered paper illustration, collaborating with a renowned global paper collective, resembling middle eastern garden paintings, communicating a thoughtful narrative around spiritual renewal, togetherness and serenity. Through the subtle use of islamic symbolism and motifs we weave a story that is emblematic of spiritual renewal, and togetherness during this time. The crescent representing Eid, the date palm will reflect the ritual of breaking fast with a date in Ramadan, the jasmine is often used to decorate mosques, homes, and public spaces during the holy month and Eid. Finally, the lantern or "Fanous" are put around the front door and are intended to bring light and warmth during the month of Ramadan and even into Eid al-Fitr too. We can also incorporate the repetitive pattern within the lanterns repetitive star shaped pattern or on outer decorative border that encases the illustration.
Creative Director: See Cheung
Senior Art Director: Ali Abidi
Art Director: Krit Chaicharoen
Design Director: Zoe Pu Producer: Vanessa Ly
Photographer: Dominic Neitz
Set Designer: Daniel Sean Murphy
Senior Art Director: Ali Abidi
Art Director: Krit Chaicharoen
Design Director: Zoe Pu Producer: Vanessa Ly
Photographer: Dominic Neitz
Set Designer: Daniel Sean Murphy
