2D Animation Film Production Motion Graphics
Lunar New Year
Client
Robinsons
Agency
DDB Singapore
Production
Genesis Motion Design
Year
2018
01.-
The Brief
We were commissioned by Robinsons department store to produce a video for the Lunar New Year centred around the theme ‘Prosperity’. With a celebrated history of 165 years, Robinsons was a fond and cherished spot for family outings—and a go-to store for the young and old, offering everything from furniture to toys.
02.-
The Approach
The Lunar New Year captures the beginning of spring, and we immediately drew inspiration from traditional Chinese painting and its ability to capture the most delicate, intricate forms of fauna and flora.
To pay homage to one of the greatest art forms, we conducted in-depth research of traditional landscapes, bird-and-flower movements—down to the delicate, precise execution of brushstroke to paper. Taking the reins of the entire project, we helmed the end-to-end execution from styling, storyboarding, providing the right music and voiceover, to even incorporating a real-life set into the video.
