Paper Stone Scissors has unveiled its latest piece of work for David Jones, celebrating the Year of the Ox as part of its annual Lunar New Year creative campaign.
Paper Stone Scissors was appointed after a successful multi-agency creative pitch was completed in October 2020.
Led by the David Jones VM execution, this year’s campaign is a playful and fun approach to the idea of ‘A Bull in a China Shop’, and a nod to the Year of the Ox.
Inspired by the story of the Ox and the Rat, PSS developed a concept around balance, beauty and movement.
The final execution is a series of carefully curated compositions showcasing the beautiful products from all David Jones departments, delicately balanced together with traditional elements of LNY celebrations.
PSS co-founder and creative director Atia Cader said: “David Jones has provided us the wonderful opportunity to closely collaborate with our Shanghai studio and draw on our international experience.
“Results driven communication needs to take into account brand personality and strengths, target market sensibilities and the market environment of the time.”
PSS studios Australia and Shanghai worked closely together to ensure all elements shown were authentic and respectful to the culture. With this in mind, the use of the red and gold colour palette, peony flowers, peach fruits and traditional porcelain were all carefully selected.
A combination of animation, 3D rendering and ASMR audio work was used to create the final suite of assets and bring the idea of ‘A Bull in a China Shop’ to life.
Credits for the campaign are as follows:
Creative direction, design, animation and production: Paper Stone Scissors
Photography: Victoria Zschommler
Styling: Nat Turnbull
3D renders and retouching: Capture Lab Sydney