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Darkness to Go 3d Animation by Ben Cheong |
Home > Winners > Design #60422 >Interview |
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FS: What is the main principle, idea and inspiration behind your design?
CC: What inspired us to come up with this story is from a movie about a color blind person who is able to see colors again. In the movie, the patient is very happy and excited after recovered from color blindness. We would like to use the animation to express this joy and excitement in a vibrant, joyful and distinctive way. We hope the other patients can also watch this animation one day, and wish they would be able to feel the beauty of brightness and color in the animation.
FS: What has been your main focus in designing this work? Especially what did you want to achieve?
CC: I’ve created different abstract scenes and made use of Dynamics, Motion graphic, Animation, etc., came together with brisk music, so as to make the video more vivid and smooth. We hope to raise public awareness on the blindness problem by catching the eyes of the audience at a first glimpse.
FS: What are your future plans for this award winning design?
CC: We are going to do more promotion with this design to raise people’s awareness the works of Orbis.
FS: How long did it take you to design this particular concept?
CC: Approximately one month
FS: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
CC: We were invited by the branding company Jan Design to be in charge of the animation part for the propaganda film of the campaign organized by Orbis. The whole project was collaborated by 8 design companies.
FS: What made you design this particular type of work?
CC: As this is a charity project, we would like to contribute our creativity to the association without being paid. We made our all-out efforts and finished it in a short time as we believe what we did is meaningful.
FS: What sets this design apart from other similar or resembling concepts?
CC: Normally the advertisement related to eye disease will be associated with darkness and sadness, and always in a traditional way. Therefore, in order to arouse the audience's interest in a split second by the delighted animation, light rhythm and bright colors are applied so as to bring the audience a stronger visual impulse.
FS: How did you come up with the name for this design? What does it mean?
CC: The name was given by our client. Darkness to Go is a campaign organized by Orbis to fund the sight restoring initiatives. The stores donated the sales of black items, which means “To bring away darkness”
FS: What is the most unique aspect of your design?
CC: We created a colorful world, lovely and humor characters. Each scene has its uniqueness.
FS: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
CC: Our team members include Eric Leong, Alan Un, Terry Chong @CLIFFS STUDIO, besides we collaborated with Branding/Graphic team, Hei Chu, Nono Leong, Chan U, Siomeng Chan, Tramy Lui from other design companies. The Music is by Summer Ha.
FS: What are some of the challenges you faced during the design/realization of your concept?
CC: In this project, we have to dive into the usage of color in order to find out the best color scheme to intrigue people, so they can keep watching the video. Moreover, it is also necessary to study dynamics for the animation. To create realistic motion, we need to imitate the action by ourselves through studying the relationship between time, distance, speed constantly.
FS: How did you decide to submit your design to an international design competition?
CC: This is a commitment to myself. I hope we can draw more attention to the works of Orbis by making use of our skills. By participating in the competition, we successfully brought this work abroad, which is more meaningful than donation.
FS: Thank you for providing us with this opportunity to interview you.
A' Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.
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