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Interior
Campaign
Cassina: Discovering New Perspectives Under the Full Moon
Cassina: Discovering New Perspectives Under the Full Moon
Challenge
Reinterpreting Cassina’s design philosophy through a cultural lens that celebrates Chinese tradition.
As a brand rooted in modern Italian design, Cassina sought to create a meaningful connection with Chinese audiences during the Mid-Autumn Festival, a moment of reunion and reflection.
The challenge was to translate Cassina’s mastery into an emotional narrative that resonates with the symbolism of the moon and its shifting phases, while enhancing brand presence across WeChat and RED. Inspired by The Cassina Perspective, the philosophy behind the brand’s 2025 campaign, Branding Records extended the concept of shifting viewpoints by using the moon’s evolution as a metaphor, illustrating how a change in perspective can reveal something entirely new.
Solution
A poetic digital experience inspired by the phases of the moon.
The concept:
The campaign invited audiences to explore the moon’s phases, from crescent to full, discovering Cassina pieces that reflect their form and feeling.
Each moon phase was paired with a Cassina design whose silhouette mirrored its shape, illustrating the connection between cosmic rhythm and creative craftsmanship.
Digital campaign overview:
The WeChat experience opened with a poster of the moon phases, each clickable and leading to a GIF that revealed the shift from the moon to the product. Products embodied the geometry and emotion of each lunar stage, creating a visual bridge between moon cycles and Cassina’s timeless design.
The narrative was further expanded through teaser and campaign videos across RED and WeChat Channels, unveiling the progression of the moon’s phases and their metamorphosis into products achieved through 3D animation.
Outcome
The Mid-autumn Festival’s poetic beauty was reimagined through the lens of modern design.
Through symbolic storytelling and elegant digital craftsmanship, the campaign transformed the moon into a metaphor for form, balance, and creation, deepening Cassina’s cultural resonance in China and illuminating the brand’s artistry under a new perspective.
