A Story of Unexpected Friendship, Turned Into a Collective Creative Experience
Project Overview
Eslite’s 2025 Christmas & New Year campaign was inspired by a real, heartwarming story from a Malaysian zoo—an animal that wandered into a capybara enclosure and unexpectedly formed a bond with them.
This story of unexpected friendship and emotional healing became the foundation of a large-scale festive campaign that combines art, storytelling, retail, and public engagement.
Concept and Development - from sketching > drawing to the key visual progress
Project planning, time management, and development execution
Concept & Idea
Core Theme:
Friendship · Healing · Reading · Exchange of Hope
Friendship · Healing · Reading · Exchange of Hope
We transformed this simple story into a bigger idea:
“What if a space exists where different characters, creators, and people can meet, connect, and heal together?”
This led to the creation of: Eslite Friendship Village
A collective world where illustrators, characters, and visitors come together.
Creative Strategy
1. From Story → Experience
- Turn a viral emotional story into a physical, immersive environment
- Make “friendship” something visitors can see, feel, and participate in
2. Artist Collaboration as Core Content
- Invited 22 Malaysian illustrators
- Each created 1 original IP character
- Built a shared universe instead of individual showcases
3. Festive Mechanic Integration
- Combine emotional storytelling with:
- Retail engagement
- Gifting mechanics
- Social sharing moments
Key Experience Design
🐾 Main Installation (Hero Attraction)
- 5-meter-tall Capybara & Cat inflatable
- Designed as a high-visibility festive landmark
Purpose:
- Drive footfall
- Encourage social sharing
- Create emotional anchor
💌 Interactive Engagement
- Postcard exchange (share hopes & messages)
- Blind box gifts with purchase
- On-site participation to deepen emotional connection
🎨 Illustrator Showcase
- 22 original characters in one space
- A “village” concept instead of fragmented displays
Encourages:
- Discovery
- Connection with creators
- IP storytelling
My Role
- Art Director / Creative Lead / Execution Owner
- Developed core concept & narrative direction
- Led visual system & key design language
- Designed main installations & experience flow
Coordinated with:
- Illustrators
- Production vendors
- Internal teams
- Ensured consistency from idea → execution
Design Approach
✦ Emotional First
Design decisions were guided by feeling before aesthetics
→ Warm, soft, healing visual tone
→ Warm, soft, healing visual tone
✦ IP-driven Visual System
Multiple artists, but unified through:
- Color palette
- Spatial storytelling
- Character interaction
✦ Social-first Thinking
Every key zone designed to be:
- Photogenic
- Shareable
- Recognizable
Outcome & Impact
- Strong footfall driven by hero installation
- High social media sharing (UGC moments)
- Increased engagement through interactive elements
- Successful multi-artist collaboration platform
- Strengthened emotional connection with brand
Reflection
This project is not just a festive campaign, but a platform that connects:
Story ↔ People
Artists ↔ Audience
Brand ↔ Emotion
It shows how a simple, real-life moment can be transformed into a meaningful large-scale experience—where people don’t just visit, but feel, participate, and remember.
A celebration of friendship, creativity, and the quiet power of being together.
Behind-the-Scenes Video of Production and Installation
Gift with Purchase: Developed a collection of 22 illustrator IP merchandise items, including keychains, phone straps, and canvas tote bags.
Directed end-to-end execution across factory production, customization, packaging design, and social media launch strategy.
Directed end-to-end execution across factory production, customization, packaging design, and social media launch strategy.
Midnight installation of the 5-foot air doll at Eslite Spectrum by Master Sifu
