Faced with recent controversies in the luxury industry, Canali made a last-minute decision to refrain from launching their global assets locally for their limited-edition Chinese New Year (CNY) collection in China. Resonance was then entrusted with the task of creating local assets swiftly and relevantly.
Initially, we employed traditional CNY themes to craft two stop-motion videos. These videos not only showcased the new collection but also conveyed a lively CNY greeting. Following this, we developed three additional stop-motion videos to further spotlight three new looks along with an array of mix-and-match lifestyle accessories from the fresh collection. This approach ensured relevance, authenticity, and engagement with the local audience.
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