Genesis Motion Design is a full-spectrum 2D and 3D animation company in Singapore, delivering character animation, cinematic 3D, motion graphics, and explainer videos for global brands including McDonald’s, Riot Games, Razer, Meta, and Disney. Unlike studios that specialise in a single discipline, Genesis produces both 2D and 3D animation under one roof — from hand-drawn character animation and anime-styled commercials to photorealistic 3D product visualisation and immersive CGI environments. This combined capability means brands can run multi-format campaigns through a single production partner with one creative vision.
Genesis’s 2D animation team produces the full spectrum of two-dimensional animation — from frame-by-frame character animation to sleek corporate motion graphics. Every 2D project starts with story, not software: the team develops character designs, styleframes, and storyboards that lock the visual direction before a single frame is animated.
## 2D Animation Capabilities
**Character Animation** — Hand-drawn and rig-based character animation for commercials, brand films, explainer videos, and digital content. Genesis’s character animators are trained in classical animation principles — squash and stretch, anticipation, follow-through, secondary action — ensuring characters feel alive, expressive, and emotionally resonant.
**Anime-Styled Commercials** — Genesis is internationally recognised for anime-styled commercial animation, having created the McDonald’s Samurai & Ninja Burger campaign that merged Japanese anime aesthetics with QSR product cinematography. The studio’s anime-style work applies authentic visual conventions — dynamic camera movement, speed lines, impact frames, and cel-inspired colour grading — to brand advertising at broadcast standards.
**Motion Graphics** — Kinetic typography, logo animation, UI animation, data visualisation, and branded content for digital campaigns, social media, broadcast, and live events. The motion graphics team brings narrative discipline to even short-form work, ensuring every animated transition and typographic sequence serves a clear creative purpose.
**Explainer Videos** — Clear, structured explainer videos that communicate complex ideas with visual clarity. Suitable for SaaS platforms, fintech products, government communications, and corporate training. Each explainer follows a message hierarchy designed around viewer comprehension.
## 2D Technical Pipeline
Genesis’s 2D pipeline uses Adobe Animate and Toon Boom Harmony for frame-by-frame character work, Adobe After Effects for motion graphics and compositing, and Adobe Photoshop and Illustrator for background art and asset creation. Final delivery at up to 4K resolution across broadcast, digital, and social formats.
Genesis’s 3D team produces photorealistic product visualisation, stylised CGI brand films, character animation, and immersive experiences — delivering broadcast-ready 3D at resolutions up to 4K. The team handles the full 3D pipeline in-house: modelling, texturing, rigging, animation, lighting, rendering, and compositing.
## 3D Animation Capabilities
**Product Visualisation** — Photorealistic product renders and cinematic product-launch films for consumer electronics, gaming hardware, automotive, and luxury goods. Genesis’s product visualisation work combines macro-cinematography techniques with physically accurate lighting and material simulation to produce renders that are indistinguishable from photography.
**Brand Films & Commercials** — Stylised 3D brand films that communicate brand identity through environmental world-building, character animation, and cinematic camera movement. Genesis’s 3D brand work ranges from abstract, design-driven pieces to narrative-led mini-films with character arcs and emotional payoffs.
**Character Animation** — Rigged 3D character animation for commercials, game cinematics, and branded content. The 3D team handles character modelling, rigging, skinning, and animation — producing performances that carry emotional weight and narrative clarity.
**Environmental & World-Building** — Large-scale 3D environments for immersive experiences, event screen content, and virtual production. From abstract brand worlds to realistic architectural visualisation, the environment team builds worlds that audiences want to spend time in.
## 3D Technical Pipeline
Genesis’s 3D toolset includes Cinema 4D with Redshift as the primary production renderer, Blender for modelling and look development, Houdini for procedural effects and simulations, Substance Painter for texturing, Marvelous Designer for cloth simulation, ZBrush for high-resolution sculpting, and After Effects and Nuke for compositing. The GPU-accelerated Redshift render pipeline enables fast iteration — creative decisions are driven by what looks best, not by what renders fastest.
Most animation studios specialise — they are either a 2D studio or a 3D studio. Genesis is both. This matters for brands because modern campaigns increasingly demand multi-technique execution: a broadcast commercial might combine 3D product renders with 2D motion graphics, or a game trailer might blend 3D cinematics with anime-styled 2D sequences.
Working with a single 2D and 3D animation company in Singapore offers concrete advantages over splitting work across separate vendors:
1. **One Creative Vision** — A single creative director ensures the 2D and 3D elements of a campaign share a consistent visual language, pacing, and emotional tone. When 2D and 3D are produced by different studios, the result can feel like two separate pieces stitched together — rather than a unified creative work.
2. **Efficient Cross-Discipline Workflows** — At Genesis, 2D and 3D teams work side by side. A 2D storyboard can inform a 3D camera move. A 3D environment can provide a lighting reference for 2D character shading. A hybrid 2D/3D composite — cel-shaded 3D characters over hand-painted 2D backgrounds, or 2D animated UI elements over photorealistic 3D product renders — can be delivered without the coordination overhead of inter-studio file transfers and conflicting pipelines.
3. **Simplified Client Management** — One point of contact, one production calendar, one set of review gates, and one final delivery package. For brand marketing teams, this translates to fewer meetings, fewer emails, and fewer opportunities for misalignment.
4. **Format Flexibility** — The same campaign can produce a 3D broadcast spot, a 2D social cutdown, in-store screen content with mixed-media animation, and out-of-home static renders — all produced by the same team, all on the same timeline.
Genesis’s combined 2D and 3D portfolio spans QSR advertising, gaming and esports, consumer technology, and telecommunications. Below is a selection of projects that demonstrate the studio’s dual-discipline capability.
## McDonald’s — Samurai & Ninja Burger (2D, Anime-Styled)
A 30-second broadcast commercial created for McDonald’s Singapore in partnership with Leo Burnett and Prodigious. The campaign used 2D anime-styled character animation, dynamic background art, and custom compositing to create a cinematic anime world. Every menu item received individual lighting passes and custom subsurface scattering — a technique typically reserved for 3D product rendering — adapted for the 2D anime pipeline.
## Riot Games — VALORANT Champions Tour Pacific (2D & 3D)
Narrative cinematics and character design for the VCT Pacific broadcast. The project combined 2D character illustration and animation with 3D environmental renders and motion graphics — a hybrid workflow that required seamless 2D/3D integration at every stage. The cinematics were broadcast to millions of esports viewers across APAC.
## Razer — Mamba & Firefly Hyperflux (3D, Cinematic)
A product-launch film that combined cinematic 3D product renders with motion graphics and visual effects. The film used macro-scale 3D product cinematography, animated UI overlays, and dynamic typography to communicate speed, precision, and Razer’s signature Chroma RGB identity. The project earned Webby Award recognition at the 23rd Annual Webby Awards.
## Razer — Blackwidow V4 Pro (3D, Product Visualisation)
Fully CGI product film and stills campaign for the Razer Blackwidow V4 Pro keyboard launch, delivered through Hogarth Worldwide. The work required photorealistic 3D product modelling, physically accurate lighting, and motion design that communicated product features within a cinematic brand world.
## Singtel — 5G Unboxed (3D, Isometric Animation)
Isometric 3D animation and motion graphics for Singtel’s 5G network launch campaign. The project required complex geometric 3D modelling, isometric camera setups, and telecom-product visualisation within a stylised 3D world, delivered across broadcast, digital, and in-store formats.
## Hyperplay ASEAN Esports Festival (2D & 3D)
Full broadcast package and event screen content for Southeast Asia’s premier esports and music festival. The project blended 2D motion graphics, 3D venue-screen animation, and tournament-branded visual identity across multiple formats — all produced on a compressed live-event timeline.
Every Genesis project — whether it is primarily 2D, primarily 3D, or a hybrid of both — follows a structured production pipeline designed to de-risk creative work and deliver predictable milestones.
**Phase 1 — Creative Strategy (Weeks 1-2):** The team works with the client to define the project’s creative objective, target audience, key message, and success criteria. This phase produces a creative brief, moodboard, and reference library that aligns the team on visual direction before production begins.
**Phase 2 — Pre-Production (Weeks 2-4):** Character design, concept art, styleframes, and storyboard development. For 2D projects, this includes character model sheets and colour scripts. For 3D projects, this includes asset lists, look-dev renders, and material references. The pre-production phase ends with an animatic — a timed storyboard with scratch audio — that locks pacing and narrative before animation starts.
**Phase 3 — Production (Weeks 4-10):** The heavy-lift phase. 2D character animation, background painting, and compositing run in parallel with 3D modelling, texturing, rigging, animation, and lighting. Motion graphics, typography, and UI elements are layered in throughout. The Genesis production methodology parallelises 2D and 3D workstreams wherever possible, compressing the overall timeline without sacrificing quality.
**Phase 4 — Post-Production (Weeks 10-12):** Colour grading, sound design, music scoring, voiceover integration, and final compositing. The post phase ensures colour consistency across 2D and 3D elements, synced audio, and final polish on every frame.
**Phase 5 — Format Delivery:** Final exports at client-specified specifications — broadcast masters, digital platform versions, and archival formats. Genesis delivers all project files so the client’s team can create derivative assets for future marketing needs.
Looking for a 2D and 3D animation company in Singapore? Explore our animation services, browse our case study portfolio, or contact Genesis Motion Design to discuss your project. Whether you need 2D character animation, 3D product visualisation, or a campaign that combines both — we will help you shape it into animation that performs.
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