THE GOALS

Create a splashy, bold, red-centric, campaign for Lunar New Year 2025 with images to be featured online (website, social media, Panda ordering app), across nationwide and international restaurant locations (menu translites, beverage translites, and counter tops), and out-of-house marketing (billboards, bus shelters, vehicle wraps).

Food to be styled in individual takeaway pails highlighting the textures, color, and freshness of the food. Then to be styled in a group of larger family-style sharing plates and bowls to showcase the celebratory feast. Tabletop props should be modern white ceramicware featuring subtle decorative elements such as scalloped or fluted edges, thin red or gold pin-lined rims, or oblong/unique shapes.

Additional propping elements to include: subtly textured tablecloths, wooden and red plastic Chinese chopstick options, modern and minimally designed red Lunar New Year money envelopes, glassware for layering, small oranges with fresh green foliage, fortune cookies, and dummy phones.

 

THE MENU

  • Panda’s signature dishes: orange chicken, broccoli beef, honey walnut shrimp, super greens, chow mein, kung pao chicken, friend rice, white rice, and fortune cookies

THE VIBES

  • Celebratory, punchy, bold, inviting, approachable

  • Photography: clean, simple, modern with warm tones

  • Props color palette: bright white, bold red, elegant gold

CLIENT
Panda Express
—Creative Director — Elaine-Sun Bartlett
—Marketing Communications — Diana Huang
—Senior Creative Design Manager — Amanda Zuniga
—Brand Marketing Representative — Fei Wong
—Creative Production Coordinator — Michelle Kang
—Creative Design Rep — Christine Yee

TEAM
Agency — Öpinionated 
—Senior Producer — Cole Davenport
—Associate Producer — Bhavishya Sharadhi
—Associate Creative Director — Cameron Soane
—Design Director — Laura Peltzer
—Account Director — Marcelina Ward
—Account Supervisor — Meg Ellis-Palmer
Photography — Leslie Grow
1st Photo Assistant — David Paul
2nd Photo Assistant — Kevin Gray
DigiTech — Daniel Kim
Producer — Carmel Bergholz of Bold Poppy
Production Coordinator — Mike Byrne
Production Assistant — Heidi Niedermeyer
Food Stylist — Tyna Hoang
1st Food Stylist Assistant — Scott Fletcher
2nd Food Stylist Assistant — Malina Syvoravong
Tabletop Prop Styling by Tabletop Prop Stylist Los Angeles — Kendra Aronson
1st Prop Styling Assistant — Tracy Raetz
2nd Prop Styling Assistant — Say Spezzano
Location — Panda HQ (Rosemead, Los Angeles, CA)