LIFE

RALPH LAUREN Paper Mansion

- 2022 Holiday Campaign

Ralph Lauren sought the expertise of CVLT for their grand 2022 holiday campaign. We formed a direct partnership with the client that spanned from conceptual development to shooting, and extended all the way to post-production.

The project's magnitude was immense, encompassing 21 diverse videos that were distributed among four distinct sub-brands: Polo, Lux, Lauren, and Home. The array of content styles included live-action, CGI, motion graphic, and stop-motion animation.

The outcome was nothing short of spectacular. A standout for me was this unique paper mansion — a meticulously crafted paper replica of the Ralph Lauren Women's Flagship store located at 888 Madison Ave. This piece blended CG paper architecture with live-action products, encapsulating the festive spirit of the holiday season.

A meticulously crafted paper replica of the Ralph Lauren Women's Flagship store

ROLE

CREATIVE DIRECTORCreative direction, art direction, VFX on-set supervision, and animation supervision.

CREDITS

CLIENT: Ralph Lauren
CREATIVE DIRECTOR (RL): Dave Oscroft
CREATIVE DIRECTOR (CVLT): Yandong Dino Qiu
VFX Animator: Yongji Chen
PRODUCER: Katya Pavlova
PRODUCTION COMPANY: CVLT