Year of The Horse

Inspired by the 2026 Lunar New Year, the Year of the Horse, I created a concept campaign for Callaway that celebrates the power, speed, and elegance of the horse. These qualities naturally align with the performance and spirit of the game. The goal was to explore how a heritage-inspired story could be reimagined through a modern, athletic lens, positioning Callaway as a brand that doesn't just make products, but moments. In an increasingly saturated market, exclusive campaigns and limited-edition collections create urgency, drive conversation, and offer loyal audiences something to rally behind. I developed a complete visual world around the release, including a custom logo mark, editorial imagery, and pattern system, to turn this product drop into a collectible experience. The result is a bold, seasonal story rooted in culture and motion, designed to build deeper emotional connection and brand value through scarcity, symbolism, and design.