Burberry - Lunar Chinese New Year

Year: 2023
Client: Burberry
Discipline: 3D Design, Procedural Grooming & Look Development
Role: 3D Design, Procedural Grooming, Look Development, and Lighting & Rendering

Wide fisheye view of a black fleece backpack floating above a hillside of pink flowers, with a red moon and a magenta lake curving around it under a blue sky.

Close-up of the backpack's black curly fleece, with a glowing red moon and pink vegetation behind it.

The black backpack seen from just above a rippling surface of magenta and white water, with the red moon on the horizon.

Dark close-up of the black fleece around a BURBERRY label.

Dark close-up of the black fleece around a zip and a hanging pull tab.

Viewport render of a pale grey checked backpack with two ear-like flaps, floating above a lake under a blue sky.

Viewport render of the backpack covered in mauve curly fleece, floating above a lake in front of a rocky shore.

Grainy in-progress render of a dark backpack above a pink-speckled lake reflecting a large pale red disc.

In-progress render of the black fleece backpack beside a large red moon, above a pink lake that mirrors both.

Viewport preview, 15 seconds. Poster frame: an untextured grey backpack with flaps on a grey grid. — Viewport preview of the camera animation.

Working alongside the artist Yuen Hsieh, I developed a surreal 3D environment for Burberry’s Lunar New Year campaign. The brief was open, and the visual direction evolved throughout production.

I built the environment, including its vegetation, lake, and glowing elements, and created a procedural grooming system. Animated attribute masks control the length of the fibres, producing an organic, padded growth without any simulation.

I handled the shading, lighting, camera work, and final rendering. The main production challenge was accommodating late creative changes while managing long render times.