The Idea
The red envelope, used to give money and gifts during Lunar New Year, is a natural bridge between the holiday and a bank. To celebrate the Year of the Dragon, I animated a dragon emerging from a Citizens-branded red envelope, turning a cultural symbol into an ownable brand moment. As someone born in a Year of the Dragon, bringing this one to life was special.
Where It Showed Up
The dragon became a flexible creative asset across Citizens’ Lunar New Year presence. It ran on organic social, appeared on in-branch digital signage, and featured in social content from Citizens’ activation at the Flushing Lunar New Year parade. It was just one idea, but it was built to travel across the moment.
My Role: Concept, Art Director & Animator
In-Branch Digital Signage
Social
Credits
Concept: Andrew Ralston Smith
Art Director: Andrew Ralston Smith
Animator: Andrew Ralston Smith
