
INDUSTRY:
WEB3
CLIENT:
BNB CHAIN
YEAR:
2023
SKILL(S)
MOTION GRAPHICS
Lunar NY Campaign
about.
BNB Chain needed a breakthrough Lunar New Year 2023 campaign that would resonate across culturally diverse audiences while cutting through the noise of the competitive web3 landscape. Traditional holiday campaigns often fail to engage crypto communities, requiring a fresh approach that honored cultural significance without alienating tech-savvy participants. The challenge was creating an NFT that felt both authentic and forward-thinking, accessible yet exclusive.
The solution emerged through a cyberpunk-inspired bunny character infused with taro elements, creating a visual bridge between ancestral traditions and futuristic blockchain technology. This wasn't just holiday decoration; it was a strategic cultural fusion designed to expand community reach while maintaining the technical sophistication expected in blockchain spaces.
The campaign combined accessible participation mechanics with exclusive digital collectibles, creating multiple engagement touchpoints across Twitter, Telegram, and Reddit that transformed passive viewers into active community members.
my role.
NFT Designer | Motion Graphics Artist
Character Design: Conceptualized and illustrated the cyberpunk bunny character, integrating traditional Lunar New Year symbolism with contemporary web3 aesthetics and taro-inspired color palettes that resonated across cultural boundaries.
Animation & Motion Graphics: Created fluid character animations and dynamic motion sequences for both the NFT collectible and promotional video content, ensuring visual consistency across all campaign touchpoints.
Visual Storytelling: Developed the complete visual narrative from static character design through animated sequences, balancing cultural authenticity with international appeal for crypto audiences.
Technical Execution: Managed file optimization for blockchain minting, ensuring seamless integration across multiple platforms while maintaining visual fidelity and performance standards for wallet interfaces.
Sound Design: Curated and integrated audio elements that complemented the cyberpunk aesthetic, creating an immersive sensory experience that elevated the visual storytelling beyond static imagery.
challenge & process.
Stage 1: Cultural Bridge Building The primary challenge was honoring Lunar New Year traditions within a predominantly Western crypto audience without falling into cultural appropriation or losing authentic meaning. Research into both traditional symbolism and web3 community preferences revealed an opportunity to reframe cultural elements through a futuristic lens that would feel fresh rather than educational.
Stage 2: Character Development The cyberpunk bunny emerged as the solution to balancing tradition with innovation. By modernizing classic bunny symbolism through cyberpunk aesthetics and incorporating taro elements for visual coherence, the character became a bridge that felt simultaneously rooted in cultural heritage and native to blockchain culture. Every design choice, from color palette to silhouette, was calibrated to resonate with both audiences.
Stage 3: Animation Execution Creating animations that would work effectively as both collectible NFTs and promotional video content required strategic thinking about dual contexts. The motion design needed to feel premium enough for collection value while remaining dynamic enough to drive engagement in social feeds. This balance informed timing, movement style, and compositional choices throughout the animation process.
Stage 4: Technical Optimization The final breakthrough came in optimizing animated assets for blockchain minting without compromising visual quality. Managing file sizes, format compatibility, and display performance across different wallet interfaces required iterative refinement. The result was an NFT that maintained its visual impact whether viewed on desktop wallets, mobile apps, or social media platforms.
outcome.
Engagement Performance:
27,000 Twitter retweets with 16,500 likes, demonstrating strong organic amplification driven by the cyberpunk aesthetic's shareability
160,000+ total campaign views with 25,250 active participants, translating to a 15.7% conversion rate from viewer to participant
7,863 NFTs successfully minted, representing a 31% mint rate among active participants and validating the collectible's perceived value
Community Growth:
43,000 new BNB Chain community members acquired through the campaign, establishing this as one of their most successful engagement initiatives
Created reusable visual framework for future cultural celebration campaigns, extending the project's value beyond single-use execution
Creative Impact:
The cyberpunk bunny became a recognizable symbol within the BNB Chain ecosystem, demonstrating how strategic character design creates lasting brand equity
High engagement rates validated the cultural-technological fusion approach, proving that authentic cultural storytelling strengthens rather than limits blockchain community appeal
Heart and fire reactions across platforms indicated strong emotional resonance, suggesting the design successfully bridged the gap between tradition and innovation in ways that felt personally meaningful to diverse audiences
tools.
Adobe After Effects
Adobe Illustrator
Adobe Photoshop
Procreate










