"LOVE IS _" is a Qixi-themed creative campaign that explores the diverse aspects of modern love. Through three distinct narratives, it examines love as longing, release, and companionship, capturing the emotional range from obsession to clarity. Each story is styled to reflect different forms of intimacy, desire, and connection, encouraging audiences to reflect on their own understanding of love.

Rooted in Chinese cultural references yet presented through a contemporary lens, the campaign merges romance with wit, irony with tenderness, and tradition with innovation, providing brands with a fresh and emotionally resonant way to engage audiences during the Qixi Festival.