Shot in Shanghai, the stills and video campaign captures the bold spirit and forward momentum of the Year of the Horse through a distinctly Balenciaga lens.
Kudos to Creative Visual Director Leonie Miller-Aichholz, director/photographer John Yuyi, stylist Ally Macrae, and the whole production team at P.I.G. for an inspiring collaboration.
View the film HERE
PIG and Paris based outfit Solab partnered to produce the new film for Lancôme Chinese New Year 2026.
Shot in Beijing over 5 days and directed by Builders Club, it features Lancôme China celebrity spokesperson Nini.
Credits
Client: Lancôme
Agency: Publicis Luxe Paris
Production Company: Solab
Director: Builders Club
Director of Photography: Jeremy Valender
Production China: P.I.G.
Click to watch film HERE
P.I.G. created and produced a full campaign in collaboration with Shiseido Global, aimed at the celebration of the Year of the Horse — from concept to execution across film, print, BTS, digital and in store gifts-with-purchase. Proud of the craft and entire team behind it.
Released in January of 2026, it features an original artwork from artists duo L&L as the leading motif throughout the campaign.
The animated film was produced by Kong Studios in the UK.
View the film HERE
Yuni He, managing partner and executive producer at P.I.G., highlights five key cultural trends brands in China should look out for in 2026 for LBBonline – Little Black Book.
China in 2026 is less about scale — and far more about precision as the country enters a quieter, more intentional phase of consumer behavior.
What resonates most is the move toward surgical segmentation. We’re seeing consumers make fewer, more deliberate choices — where fashion, wellness, leisure, and even coffee culture operate as signals of identity and values, not volume consumption.
For brands, this raises the bar:
• Local nuance is no longer optional.
• Cultural fluency must exist before the brief, not after.
• Production partners need to think like strategic collaborators, not just executors.
The opportunity in 2026 isn’t to be everywhere — it’s to be exactly right where you show up.