For Vuori’s 2025 Lunar New Year campaign, I supported the creative concepting and execution of a global 360° brand moment celebrating the Year of the Snake. Rooted in themes of heritage, renewal, and forward momentum, the work blended Vuori’s nature-led guiding light with culturally resonant storytelling to honor the season. This was Vuori’s FIRST year participating in the Chinese New Year international space—with a growing retail presence across China—the campaign thoughtfully connected brand, product, and cultural storytelling across key touchpoints.