Apple China Spring Festival 2026 (Year of the Horse) — Full-platform digital campaign design across ASO and DotCom, in direct creative collaboration with Apple. Gifting × Launch | Announce × Offer.
Apple's CNY ASE is the highest-stakes commercial moment in China's digital retail calendar.
For 2026 — the Year of the Horse — the campaign ran as two simultaneous sub-campaigns: a Gifting season anchored by the Special Edition AirPods Pro 3, and a full-product Launch event tied to China's national subsidy incentive program. Each carried its own Announce and Offer phase, its own visual system, and its own delivery timeline — all running in parallel across the Apple Store Online app and apple.com.cn.
The Year of the Horse visual language — CNY cultural motifs, cloud compositions, and hardware rendered in 3D with horse engravings — had to hold across every digital surface Apple owns in China: feature cards, hero banners, product shelves, overlay treatments, push notifications, WeChat name cards, smart tiles, direct mail, retail wayfinding maps (Amap and Baidu), and window decals. From a 24-inch store display down to a WeChat notification thumbnail.
I led design on the ASO platform, working directly with Apple's in-house copy and creative teams through the full campaign lifecycle. The relationship was genuinely collaborative — hardware lockups, copy positioning, and key visual directions came from Apple; execution, surface adaptation, and design decisions were ours. It demanded both precision in delivery and confidence in judgment.
