For MR Group’s New Year campaign, we reimagined the traditional zodiac animals of the Eastern calendar, giving them distinct personalities, attitudes toward the holiday, and a taste of luxury within the interiors of MR Group’s elite residential complex.

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At the heart of the project is a grand advent calendar, where each window on the building’s facade serves as both an apartment for a zodiac symbol and part of a festive countdown to the New Year. Inside, the characters are preparing for the celebration in their own unique ways.

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The Dragon (2024’s symbol) is burned out—both literally and figuratively—making way for the Snake (2025’s symbol), which is already stepping into the spotlight, rehearsing its grand moment of triumph. The new year belongs to it.

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To bring this world to life, we carefully crafted character designs, textures, and models while transforming MR Group’s conceptual interior designs into fully realized 3D apartments—seamlessly blending high-end aesthetics with whimsical storytelling.

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Characters:

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We created the characters by blending realism with charm to make them more relatable and visually engaging. Their eyes were softened to convey warmth and friendliness, while unnecessary facial details were removed for a cleaner, more approachable look. To enhance their expressiveness, we incorporated subtle human traits, such as eyelashes and a more defined, understandable mouth, ensuring each character feels both unique and inviting.

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Dragon

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Snake

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Background:

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The architecture of the building is inspired by the luxurious design of the NICOLE residential complex, featuring sleek, modern lines and sophisticated details. This design seamlessly integrates with the festive concept, where each window on the facade not only serves as an apartment for one of the zodiac symbols but also as part of a grand advent calendar, enhancing the holiday spirit.

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