Year of Rabbit 2022
Coach
To celebrate Lunar New Year, the CGI animation inspired by the Coach x White Rabbit collection from Winter 2022. Set against the iconic architecture of The Bund Shanghai Yi Feng, the film weaves 3D animation into real-world footage, blurring the line between digital motion and physical space.
The playful White Rabbit moves through the Shanghai cityscape, symbolizing happiness, vitality, and good fortune for the Year of the Rabbit. The project reflects Coach’s exploration of heritage reimagined through an optimistic, pop culture driven lens for the next generation.
The animation served as a visual prelude to Coach’s immersive physical event in Shanghai, subtly hinting at the real world experience through digital storytelling.
By echoing the event’s spatial language, energy, and symbolism, the film creates a seamless dialogue between the digital and physical realms, extending the narrative from screen to space and blurring the boundary between animation and lived experience.