Roots Lunar New Year

Along side the Assistant Art Director, I had the opportunity to assist and create the Art Direction toolkit required for Roots' launch of their 2025 collection Lunar New Year. My responsibilities were centred around creating the motion graphic illustrations that would be included in all digital assets such as Email and Web, as well as creating the Paid Ads and Social Media content. I was also given the chance to design and produce print assets such as promotional postcards to be handed out to customers attending a pop-up event to advertise the collection, and Lunar New Year envelopes with a custom design, print dieline and metallic finish. These were handed out in stores alongside the purchase of any Lunar New Year items as well as distributed to influencers to gift to friends and family on Lunar New Year. ​