© Xinyi Han 2026 All Rights Reserved
Art Direction
Animation Campaign | Collaboration Project
Hermès Galloping
into the New Year
Galloping into the New Year is a Lunar New Year campaign concept for Hermès that reimagines the Year of the Horse through animation, short-form video, and interactive digital experiences. Combining luxury storytelling with playful audience engagement, the project translates traditional cultural symbolism into a contemporary multi-platform campaign system designed for social and digital interaction.
This project was developed collaboratively with motion designer Xinxun Liao, illustrator Changyu Zou, and graphic designers Jiayi Hu and Wenxuan Zheng, combining expertise across motion, illustration, and visual design to create a cohesive multi-platform campaign experience.
The mini game prototype extends the campaign into an interactive digital experience where users guide a galloping horse through a Lunar New Year-inspired environment to collect festive elements and unlock branded rewards, creating a playful and immersive way to engage with the Hermès campaign narrative.
