Joy
upon
Joy!

This campaign was developed for the newly opened Eslite Spectrum store at Taipei Station, with the goal of positioning it as a place where "happiness begins."

Drawing on the hexagonal shapes from Eslite Spectrum’s identity, I crafted layered cutout hexagons to create a tunnel scene, echoing the store's location in a long underground passage.

Before finalizing the key visual, I experimented with LED light transmission through 15 sequentially reduced and rotated hexagonal acrylic glass pieces, exploring how light refracted through the constructed tunnel scene.

The concept was inspired by the story The Blue Bird (French: L'Oiseau bleu), a tale about the pursuit of happiness. I blended warm light dots in the tunnel view with a joyful atmosphere, incorporating illustration elements like a blue bird representing happiness, an apple tree symbolizing good fortune, and a specially designed lamp for the store, emphasizing Eslite’s role in "lighting up your life."

This store grand opening was a major event for Eslite Spectrum. The marketing team and I collaborated to create a wide range of promotional materials, including special customer gifts.