Miu Miu

Miu Miu Encounters

Project: Chinese New Year 2025 Campaign

Agency: CLOSER

Role: Copy Lead 

What: A joyous brand identity inspired by Chinese knots and an experiential series to celebrate the Year of the Snake. Three different activations, spread across three different cities: the Guangzhou Flower Market in Guangzhou, the Shichahai Ice Rink in Beijing, and Raccoon Records in Shanghai, where Lexie Liu debuted an exclusive track for the new year. 

Team: Andreas Neophytou, Chief Creative Officer; Jeff Louis, Design Lead; Liz Bradley, Designer