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Lei Kei 3d Animation by Ben Cheong |
Home > Winners > Design #61503 >Interview |
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FS: What is the main principle, idea and inspiration behind your design?
CC: We selected an abstract style to describe the process of customer service, which started from seeding, watering, transportation, packaging and delivering products to all distributors.
FS: What has been your main focus in designing this work? Especially what did you want to achieve?
CC: We applied the motion graphic skills with bright green and orange color as the main tone to the animation so that it could bring out a sense of freshness.
FS: What are your future plans for this award winning design?
CC: We hope more people get to know Lei Kei through our efforts of continuous promotion.
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: Lei Kei is a large-scale vegetable wholesales market in Macau. We were invited by the branding company Jan Design to create the animation.
FS: What sets this design apart from other similar or resembling concepts?
CC: Animation is rarely used in traditional vegetable advertising. We hope the motion graphic can help to express the one-stop service of planting and selling vegetables briskly.
FS: What is the most unique aspect of your design?
CC: I applied motion graphic in my design and long take partially.
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 Branding is by Hei Chu @Jan Design Music by Summer Ha
FS: What are some of the challenges you faced during the design/realization of your concept?
CC: We needed to present the client’s ideas in a limited length. First, we had to do a lot of research work, brainstorming and analyze the brand background to establish a unique brand in the market. After that, we combined all information and made the motion graphics animation. Thought the above showed it was a very challenging project, but we succeeded in highlighting the client's brand among many other peers.
FS: How did you decide to submit your design to an international design competition?
CC: I would like to challenge myself by participating the renown A Design Award competition.
FS: What did you learn or how did you improve yourself during the designing of this work?
CC: We found a lot of similar works as reference in the process of creating this work, at the same time, we were looking for making something distinctive. We need to break through the stereotypes and be creative so as to achieve it.
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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