BNB CHAIN
2023
Lunar NY Campaign
Cyberpunk bunny NFT, ancestral tradition, blockchain culture. 43K new community members. 160K+ views. Some briefs arrive strange and ship stranger.
Role
Motion Designer, Illustrator
Platform
Year
2023
Timeline
1 week
Overview
Three cultures in one frame. None of them diluted.
The brief sat at a three-way intersection most studios would have politely declined: Lunar New Year tradition, cyberpunk aesthetics, and blockchain community culture. The ask was a campaign that honoured all three without flattening any of them.
We leaned into the collision. The character design fused ancestral symbolism with cyberpunk visual language. The motion work gave it presence across social feeds. The NFT component tied it to the community it was built for.
43K new community members. 160K+ views. The brief was strange. The results were not.
Role
Character design, motion, and a campaign that held three worlds at once.
Illustration and Character Design Developed the cyberpunk bunny character from concept through final asset, fusing Lunar New Year iconography with neon-lit, circuit-laced aesthetics. The character needed to read as culturally grounded and digitally native at the same time. Neither half could look like it was grafted on.
Motion Design Animated the campaign assets for social distribution, calibrating pacing and transitions for feed-scroll behaviour. The motion needed to stop thumbs before the cultural context registered consciously.
Campaign Delivery Coordinated asset delivery across social platforms and NFT minting pipelines. Each format carried the same visual identity while respecting the technical requirements of its destination.
Process
Cultural collision as creative method.
Stage 1: Brief interrogation. Three references in one brief: ancestral tradition, cyberpunk visual culture, blockchain community identity. The instinct to simplify was strong. We resisted it. The tension between these three worlds was the creative fuel, not the problem.
Stage 2: Character as bridge. The bunny became the connective element. Lunar New Year symbolism gave it cultural weight. Cyberpunk aesthetics gave it visual edge. The NFT context gave it a community to belong to. Each layer justified the others.
Stage 3: Motion for the feed. Social platforms reward the first half-second. The animation was built to arrest attention before the viewer understood what they were looking at, then reward the second look with detail and craft.
Stage 4: Community response. 43K new members. 160K+ views. The numbers validated the decision to lean into the strangeness rather than sand it down.
Outcome
Numbers that earned the brief's weirdness.
43K new community members. 160K+ organic views. A campaign that proved cultural specificity and digital subculture can share the same frame without either losing its edges.
Tools
What built it.
After Effects
Illustrator
