Not just a special collection, Michael Kors has made a whimsical Lunar New Year campaign with a stop-motion video directed by Virgilio Villoresi. The campaign takes viewers on journey from Paris to the brand’s home in New York City and lastly to Shanghai, where the celebrations end with a festive finale.
In an homage to traditional stop-motion techniques, each scene was hand-made with paper and the video features tens of thousands of still images stitched together. Michael Michael Kors products make appearances along the way.
The accompanying still life images, shot by Dylan Griffin, feature three-dimensional paper airplanes, a nod back to the video, and a dramatic tone-on-tone appeal. The money envelope as one of the tradition of Lunar New Year, also available in Michael Kors design. This year it highlights the jet-setter heritage of Michael Kors with a small airplane motif and the skylines of Paris, New York, and Shanghai. The envelopes, available for Michael Kors customers worldwide, come packaged in a glamorous, specially made box that showcases the narrative.
In keeping with the traditional hues of Lunar New Year, the campaign highlights the Michael Michael Kors Mott camera bag in red, the petal quilted Whitney shoulder bag in red, the Rhea backpack in black and our white Poppy lace-up sneaker—all of which feature glamorous gold detailing.