Claim Your Gold

gold chinese new years macau gambling purple luxury Photography china Calligraphy

GOLD CAMPAIGN

CITY OF DREAMS

In 2018, City of Dreams was celebrating big over Chinese New Year. The usual custom over this time of handing out red packets or lai see (a monetary gift given during special occasions) was replaced with opulent gold. People could stand a chance to win slabs of gold and other luxurious prizes.

We wanted to exaggerate this tradition of showering someone with good fortune and wealth by having someone dripping and bathing in shimmering, liquid gold. The feeling of wealth came through even in the text, where conventional Chinese calligraphy was painted in a thick gold paint. We also crafted a unique QR code which sat inside a Chinese chop which read "Scan here to claim your gold".

CHINESE CALLIGRAPHER

WAH GOR

We were lucky enough to work with one of Hong Kong's most famous calligraphers, Wah Gor, who is well-known for his Chinese calligraphy used in movie posters.

http://www.slsedutrain.com/RobertaLor/about.html

PHOTOGRAPHERS

WARREN DU PREEZ & NICK THORNTON JONES

"Light is a thing of beauty in that it overcomes darkness"

-W&N

"Warren du Preez and Nick Thornton Jones are regarded as two of the industry’s leading artists within image making and film. W&N began their collaboration in 1998 through their shared fascination of the image-making process and the possibilities of combining their photographic art form and digital domains.

Their distinctive approach in visual communication and experimentation has resulted in striking and highly original artworks for the worlds of beauty, fashion and music. W&N have created editorial for V Magazine, NY Times Magazine, Numero, i-D, Dazed & Confused, Chinese Vogue and Nowness."

http://www.warrendupreeznickthorntonjones.com/category/fashion-beauty/