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Sakura Season

Promotional campaign for Soul Collective SG’s weekly soul dance classes, shaped through visual storytelling, creative direction and rhythmic brand expression on Instagram.

Soul in Motion

Sakura Season marks a transition for Soul Dance Wednesdays as we move from Recognize Studios into a new space. Rooted in change and movement, it’s a reminder that while spaces shift, the groove continues: new levels, new faces, same soulful energy.

Rooted in the Japanese philosophies of Mujo (無常), Ma (間), Ou Bai Tou Ri (桜梅桃李), and Hanami (花見), Sakura Season explores the beauty of transition. These concepts — which address impermanence, rhythm, and the natural pace of growth — inform both the message and visual execution of the campaign.

Motion becomes a quiet language throughout.

Gaussian blur applied to the text evokes a sense of rhythm amidst stillness. Typography shifts and drifts, echoing the weightlessness of petals in the air.

The colour palette blends soft gradients of red, pink, yellow, and orange, creating a sense of warmth and flow. These pastel tones hold emotion without force, evoking the fleeting softness of the season.

Photography follows suit. Treated with light blur and layering, the images carry a gentle sense of movement.

Nothing feels static. Every element points back to the core idea — that even in change, something soulful remains.

Client
Soul Collective SG

IndustryArts & Culture / Performing Arts

Year2025

Creative Scope

Naming and Narrative Concept
Visual World and Art Direction
Instagram Design (Posts, Stories, Highlights)
Campaign Voice and Messaging
Graphic Templates for Class Info
Rollout Flow and Engagement Strategy