SBS

an illustration to celebrate the year of the dragon.

Client: SBS
Skills: Illustration
Date: November 2023 - February 2024

A large-scale illustration project in collaboration with SBS for their 2024 Lunar New Year campaign.

In the Spring of 2023, I was approached by SBS to create finished art for the upcoming Lunar Year Festival, celebrated by thousands of Australians every year. The brief was to create art that would be inclusive of the countries celebrating (Korea, Vietnam, China, Mongolia, Tibet).

After brainstorming and concept stages, the project went ahead with concepts surrounding tea, florals and strong representative colours. The following images depict some early sketches exploring the dragon in unique environments.

Untitled_Artwork (3).png
Slide 16_9 - 16.png
image 52.png
image 47.png

After the concept was fleshed out further, I spent another couple of weeks creating refined art that furthered the concept. This process took about 2-3 weeks as the finished out wasn’t looking strong enough to sit on its own, resulting in a re-design closer to the date.

This was an especially intense period as we were struggling with the perfect positioning. This illustration needed to fit seamlessly within both landscape and portrait, as well as for TVC, print, banners etc. I knew we needed to hero the dragon over the teacups - where in this initial sketch was taking priority.

I knew something was missing, so I made the risky decision to offer to do a re-sketch, 2 weeks before the deadline.

The decision to rework the refined illustration proved to be a lot more rewarding than I thought. The illustration now had a much stronger perspective and had all eyes on the dragon. The overall tone of the colours became a lot clearer, brighter and more celebratory. Now came the final processes of cleaning the illustration and finalising the hand-over.

With credits to the SBS Team, Margarett Cortez, Sophia Titmus and sound designer Colin Ho, the campaign released with no (or minimal) issues during the month of February 2024.

Vibe 1.png
Vibe 2.png
Layer 4.png
  • Motion

    Motion

    A series of animation experiments, made using Adobe software.

    See More
  • SBS LNY Artwork

    SBS LNY Artwork

    A large-scale illustration project in collaboration with SBS for their 2024 Lunar New Year campaign.

    See More
  • Live Mural

    Lunar new year live mural

    Live mural painting to celebrate the Year of the Dragon.

    See More

  • Ubank

    Illustration and Motion across socials, in-app and various campaigns.

    Click Here
  • 3D

    3D

    A series of 3d animations and experimentations made on Blender and post-edited on Adobe software.

    See More
  • Illustrations

    Illustrations

    A series of digital illustrations.

    See More
  • Graphics

    Graphics

    A series of graphic experiments, ranging from typography, image manipulation, layout and photography.

    See More
  • Paramount+ Socials

    Paramount+ Socials

    With the release of Paramount+, the client called for new and fresh designs with an emphasis on engagement. Designed at Hello Social.

    See More