Tiger Beer launched the Roar Collective globally on 9 November in Seoul in an epic event of unexpected collaborations among artists, musicians, chefs, dancers & creative technologists. Their mission? To provide the freshest talents around the world opportunities and a stage to roar.
After they saw my old project called Genus Panthera I was contacted by Publicis Singapore to create an illustration for Tiger Beer and its launch event for the Tiger Roar Collective. My main role in the entire project was to create the key visual which could be used in multiple ways. After first creating the abstract neon city I worked a lot on the tigers to make sure they look similar yet different enough to be distinctive when used individually. The artwork was used in many amazing ways leading up to the event, during the event and in the official aftermovie. Some of which can be found below.