Midautumn 2025
Client
Crowne Plaza Changi Airport
(in-house project)
Type
Creative Direction
Graphic Design
Photography
Social Media
Tools
Adobe Suite
Year
2025
Brief
Midautumn Festival is one of our biggest, and most creatively dynamic campaigns of the year, and it's something I look forward to. For this year's campaign, I did the creative direction – from visual conceptualisation to designing marketing collaterals. For photography, I curated a moodboard and worked closely with an external photographer to execute the vision.
The concept aims to create a narrative, and highlight Crowne Plaza's unique fruit flavour combinations that are not seen in regular mooncakes (eg milk+strawberry, pomelo+lemon+pineapple).
About Project: Moonlit Garden
Hidden deep within the moon’s celestial garden, the Jade Rabbit toils tirelessly under silver starlight, crafting the legendary elixir of immortality. Surrounded by glowing blooms and shimmering herbs, he guards a mystical trunk filled with rare fruits and secret ingredients.
This whimsical concept reimagines the fruit-flavoured mooncakes as the sacred creations of the moon’s most faithful guardian.
The dark concept is inspired by the shadowy undergrowth, where the traditional-style mooncakes lay hidden, while the light concept – accentuated by sparkling crystal glasses – highlights the delicate notes of the snow skin mooncake, showcasing the duality of the mooncake offerings available this year.
