WESTfield lunar new year 2026 | LUXURY

Creative Strategy, Creative Direction, Content Development, Creative Leadership & AI Integration

CREATIVE BRIEF Create a premium content opportunity that better supports Westfield’s luxury retailers across social, web, and eDM, while strengthening retailer participation and engagement within the luxury category.

CREATIVE STRATEGY Identified Lunar New Year as a culturally relevant luxury retail moment and pitched a dedicated content shoot designed to elevate luxury brand presence across Westfield channels. The strategy focused on creating premium, editorial-style content that aligned with the aesthetic expectations of luxury retailers, while also providing individual brand moments to increase retailer value and participation.

CREATIVE DIRECTION Led the creative direction across stills and AI-generated motion assets, developing a rich visual language inspired by Lunar New Year. A red backdrop, iconic flowers with deep roots in Asian culture and symbolism, organic textures, and dramatic lighting were used to create a refined and elevated aesthetic that heroed product and reinforced the sense of occasion. AI motion design extended the still imagery through subtle movement, smoke effects, and cinematic product zooms to create visually engaging, social-first assets while maintaining consistency across all outputs.

ROLLOUT
• Stills supporting luxury retailers across web, app and eDM channels
• AI-generated social motion assets
• Luxury-focused web article
• Solus eDMs for luxury centres

RESULTS
• Achieved a 94% retailer participation rate, marking the first luxury-focused shoot with significant retailer involvement
• Delivered a 59% increase in eDM open rate compared to benchmark performance
• Drove a 39% increase in web traffic from organic search, indicating strong audience interest in luxury content and improved SEO performance
• Strengthened trust and collaboration with luxury retailers, contributing to 100% participation in the following luxury campaign opportunity

Solus eDM & Gift Guide article