Mercedes-Benz (2020)
The World in a Whole
Art Direction | Paper-cutting Craft | Chinese New Year 2020 Campaign
Chinese New Year is a truly global phenomenon. The communities we live in are connected by the shared values, the joy, the giving and the celebration of it all.
There's such a universality to the occasion that it's like an entire world in itself. A world of all these shared values that everyone can relate to. And what better way than to share this world of Chinese New Year with a traditional Chinese paper-cutting craft.
There's such a universality to the occasion that it's like an entire world in itself. A world of all these shared values that everyone can relate to. And what better way than to share this world of Chinese New Year with a traditional Chinese paper-cutting craft.
Paper-cutting Tutorials
To share the beauty of this intricate craft, we shot a series of video tutorials guiding people step-by-step to recreate elements from our campaign visual.
Click on the thumbnails below to watch the tutorials.
Click on the thumbnails below to watch the tutorials.