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 & 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.
