Lunar New Year

Client: World Square

Agency: Vandal

Role: Lead Designer

World Square retail district wanted to celebrate Lunar New Year 2020 - Year of the Rat. I worked on designing and delivering a holistic campaign with an augmented reality live screen takeover, animated videos, a digital retail activation, print collateral and social media. 

I designed a look and feel for the campaign inspired by the commissioned life size rat sculptures - Ratrobats. This translated into digital and print materials to support the campaign including A-frames, floor decals, UI for the screen takeover, marketing materials and social media posts. 

The Rat Sculptures were brought to life by means of augmented reality and gave users the opportunity to become rats, testing their juggling and balancing skills live on the big screen. The experience went viral across social media, increased footfall, and the augmented dance experience generated an overwhelming response from the public with thousands of people interacting live with the augmented, dancing Ratrobats.