The Moon Festival is a holiday that transcends cultures. Different iterations of the festival are celebrated among multiple Asian ethnicities. New York Life wanted to capitalize on this cross-cultural connection by releasing a Moon Festival themed digital video for the Chinese, Korean and Vietnamese American markets.
In order to create one video that would resonate among multiple demographics, we needed a visual theme that could seamlessly tie the video's cultural references together. We found inspiration for our theme through the shape of the full moon. Our video featured a myriad of circular-shaped images that each had its own distinct connection to each culture's version of the holiday. With the exception of the voiceover, we handled every stage of production for the video including art direction for some of the most delicious props we've ever had on set.