Sephora Canada Lunar New Year 2024

To become the go-to beauty destination for East Asian Canadians during the Year of the Dragon, we explored the mysticism, magic, and power of the dragon.

It’s supernatural qualities, like being represented as huge, bat-winged, and fire-breathing, serve as a metaphor for the power of beauty. We aimed to encourage our audience to embrace their own version of magic, beauty, and power, by amplifying diversity and inclusivity working with influential figures in the community throughout our retail photography.

Additionally, we collaborated with a Korean-Canadian illustrator to incorporate traditional minhwa-style illustration elements often featured in traditional dragon paintings , enhancing our vision and connecting with cultural heritage.