This consisted of representing both the ancient traditions of Chinese New Year and the modern additions to the festivities, in this case the range of apps to be used over the holiday period. Using an isometric perspective, we see a complex illustration made up of mini scenes depicting family and friends.
As usual we start with 2D sketches developing the complexity of the illustration through different iterations. We liked the idea of playing with proportions, starting with the giant phone and tablet which the characters interact with, and eventually even including elements from Chinese New Year; the coins, dragon and traditional decorations.
The image had to work in different formats for each Apple product and the bigger the device, the more of the illustration we see.
We created a mixture of modern and more traditional clothing and patterns to further play with the contrast of ancient and modern.