Project Name
The Birth of Starlight Fairy Tales｜星光童話成
The Birth of Starlight Fairy Tales｜星光童話成
Client / Brand
eslite spectrum The Starhill
eslite spectrum The Starhill
Timeline
Dec 6, 2024 – Jan 5, 2025
Dec 6, 2024 – Jan 5, 2025
My Role
Creative Lead / Planner / Illustrator
(Concept development, character design, experience design, on-site execution)
Creative Lead / Planner / Illustrator
(Concept development, character design, experience design, on-site execution)
One-line Positioning
A fairy-tale themed Christmas experience that transforms letter-writing into emotional, participatory storytelling.
A fairy-tale themed Christmas experience that transforms letter-writing into emotional, participatory storytelling.
Background
Year-end flagship Christmas campaign to drive footfall, engagement, and tenant sales
Year-end flagship Christmas campaign to drive footfall, engagement, and tenant sales
Core Challenges
- Long exhibition period with sustained engagement needs
- Heavy on-site setup constraints
- Balancing fantasy storytelling with commercial space reality
Core Concept
“Turning Christmas into a fairy tale that people can emotionally participate in.”
Key Concept Keywords
Fairy Tale × Letter Writing × Healing × Participation
Main Strategy
- Build a narrative world with a symbolic main character
- Design simple but meaningful interactions
- Encourage reflection + sharing to extend experience beyond the venue
Creative Direction
Developed original main character “Prince Postman”
Fairy-tale visual language aligned with eslite’s gentle, warm brand tone
Story-driven zones instead of purely decorative installations
Why This Direction
Storytelling creates deeper memory than visual spectacle alone
Character IP strengthens brand recall and emotional attachment
