Estée Lauder CNY 2026 | Year of the Horse
Jan 2026 — Mar 2026
I was commissioned to develop an original shadow-puppet horse motif for Estée Lauder’s CNY 2026 – Year of the Horse campaign. I created the horse silhouette and related handcrafted shadow-puppet elements, which contributed to the campaign’s artistic visual language. Drawing on the interplay of light, shadow, and movement, my contribution reinterpreted traditional Chinese shadow puppetry for a contemporary brand context.
During the campaign, the original shadow-puppet horse motif was adapted across large-scale sculptural installations in Estée Lauder’s Lunar New Year retail environments in China.
Within these branded environments, the motif was enlarged and integrated with retail displays and the campaign’s broader seasonal visual system. This translation brought the visual language of shadow puppetry into an immersive spatial setting.
During the campaign, the original shadow-puppet horse motif was adapted across large-scale sculptural installations in Estée Lauder’s Lunar New Year retail environments in China.
Within these branded environments, the motif was enlarged and integrated with retail displays and the campaign’s broader seasonal visual system. This translation brought the visual language of shadow puppetry into an immersive spatial setting.
The shadow-puppet horse motif was also adapted across limited-edition packaging, product visuals, festive gift sets, red envelopes, and other seasonal brand assets.
Across these applications, the original artwork served as a unifying visual reference while being translated into a range of commercial formats.
The motif also appeared in campaign imagery and promotional materials featuring Estée Lauder’s global brand ambassador, extending the visual language across digital and print communications. My role centred on developing the original shadow-puppet horse artwork and related artistic elements.
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