For the year of the dragon, Hongkong Land wanted to create a custom celebratory animation for their viewers.
We proposed two directions using different story-telling methods and agreed on an isometric animation that not only highlighted some of their properties but was also able to include Chinese New Year elements and messages in fun ways.
This isometric animation, titled “Unleash Your Luck”, was built from scratch using a combination of stock and self-illustrated assets, which were animated using After Effects.
STORYBOARD
Unleash Your Luck Concept
A landscape that thrives and comes to life upon the insertion of a coin that unleashes an energetic and fortune-filled CNY blessing for the audience.
Chinese New Year-themed isometric blocks and HKL buildings come together to create a festive 3D structure. The animation begins with a full view of the structure and then zooms into the smaller sections revealing different Chinese New Year scenes.
(Ex. 4-5 HKL buildings rise from inside a box, coins pop out, Chinese lantern floats up, dragon flies out, etc.)
Frame 1
Clouds open up revealing the 3D structure
Frame 2
The camera zooms into the bottom left of the structure while a coin inserts into the box, activating the animation. A car drives across the road and the dragon scales on the side of the box gradually light up.
Frame 3
The camera moves to the right, following the motion of the dragon scales and showing other details of the structure including Jardine House.
Frame 4
The dragon scales continue to light up until it reaches the head of the dragon. Other sections of the structure slightly animate.
Frame 5
The dragon head lights up and the camera zooms out to reveal the entire animated structure.
MAKING OF
NATIONAL DAY
75th National Day
Hongkong Land wanted to release a post celebrating the 75th anniversary of National Day, so we proposed two visual directions and narratives for this celebratory post. The client decided on the direction where we proposed a simple and classy approach. We combined the silhouettes of HKL buildings in Hong Kong with recognizable buildings or landmarks from China to form a single skyline and a large number '75' was placed behind the skyline to ensure the main message comes across strong.