Ascending Prosperity

An Interactive Visual Experience for Lunar New Year

Ascending Prosperity reimagines the Lunar New Year red packet as an interactive experience for Columbia Threadneedle Investments. A pull-activated mechanism transforms the packet into an ascending sculptural form, crowned with a suspended butterfly that spins gently when blown upon, symbolising growth and progress.

Produced at scale (40,000 units), it shows how thoughtful design can renew the energy of festive gifting.

富运高升 | 互动视觉体验

构思

Creative Insight

This project uses movement and tactility to invite recipients to interact, a gently spinning butterfly creates a small moment of surprise, while layered florals evoke growth, renewal and abundance.

By turning a familiar object into a small ritual, it helps keep the emotional and cultural spirit of Lunar New Year alive.

Moodboard

mature

elegant

color

mood

镂影成蝶

color palettes

technique inspired

by chinese

paper lantern

butterfly incorporated with client's corporate brand color

Showcases

Meaningful Engagement

In recent years, red packets are often standardised and quickly exchanged, with limited anticipation or emotional connection, especially for children who may experience the ritual as routine. The tactile unfolding transforms a passive exchange into a moment of discovery, making the act of giving more memorable for both children and adults.

Feedback from recipients highlighted genuine surprise and delight, especially among children who repeatedly played with the spinning element. By introducing movement and anticipation, the design turns a routine exchange into a shared festive moment between children and adults.

The Team Behind The Project

Lead Designer: Ai Zhen

Directed the visual narrative and brand integration. Produced the motion graphic adaptation to extend the artwork into digital formats.

Project Manager: Zhao Rong

Managed client coordination, production alignment, and cross-border logistics across two countries.