Chinese calligraphy is more than an art form: it’s a language of connection.
This commercial for Eu Yan Sang uses it fully to express the idiom 心意相承, carrying forward a timeless tradition of gratitude and blessing. I made each painted stroke come to life by bringing out the bold red of the paper and elegant gold of the ink, two auspicious colours of Chinese New Year. Each painted character transitions to scenes of festive giving amongst friends and family, with a lightness and warmth that we associate with this generous season.
As each character unfolds, it transitions into moments of festive giving, capturing the lightness and warmth of the season.
