Got it Animation by Urban Air & Vision Desire

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DESIGN DETAILS
DESIGN NAME:
Got it

PRIMARY FUNCTION:
Animation

INSPIRATION:
In Chinese culture, paper offerings are produced for the short interval in flames. Like other rituals, the point is symbolisation. Yet, a flood of smoke and ash spew out in that short moment. Such traditional custom is a pass on of culture, however; it creates environmental problems in our contemporary world. The animation includes illustrations of four solutions regarding the ritual pollutants. Animation has the capacity to entertain as well as tackle dull subject matters in a lively manner.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Burning offerings is an ancient tradition that goes back thousands of years, which still widely practised everywhere in Chinese culture. In this project, the animation is produced aiming to educate people to minimize potential nuisance resulting from paper offerings burning activities. The main characters are the ancestors who have the images of wisdom and guide. Through their observation of the practices of worshipping nowadays, suggestions are given to their descendants.

OPERATION / FLOW / INTERACTION:
A fun and creative approach is adapted in dealing with this rather monotonous educational topic. In them. The animation is stylish and full of textures. Such a creative form helps to visualise the problems, deepens understanding and stimulates positive responses. Animation has the capacity to entertain as well as tackle dull subject matters in a lively and insightful manner.

PROJECT DURATION AND LOCATION:
Started in February 2016 in Hong Kong and finished in June 2016 in Hong Kong.

FITS BEST INTO CATEGORY:
Movie and Animation Design

PRODUCTION / REALIZATION TECHNOLOGY:
From stylish hand sketch the animated by computer softwares such as Photoshop, illustrator and After Effect.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Orginal 1920 x 1080 pixel HD animation

TAGS:
animation, graphic, motion, design, culture, branding, movie, video, drawing, sketch

RESEARCH ABSTRACT:
In Chinese Culture, Paper offerings are produced for the short interval in flames. Like other rituals, the point is symbolisation. Yet, a flood of smoke and ash spew out in that short moment. Such traditional custom is a pass on of culture, however; it creates environmental problems in our contemporary world. Ancestor worshipping is a way to honour and respect ancestors in their afterlives, fulfilling one’s filial duties. To the Chinese, such practice is a meaningful act in terms of cultivation of family loyalty. It also holds important connotations pertaining to gratitude and ever-lasting spirit. However, when these burnt offerings are committed to the flames as a tribute in an earthenware pot or a specially built chimney, consequential pollution problems are arisen. Without proper air pollution control, the flue gas, smoke and ash flakes emission affect the neighbourhood deleteriously. Smoke billowed from burning of incense and paper tributes does not only bring potential discomforts to people, it also adds staggering amount of dangerous particles in the air. We treasure the deep-rooted tradition as well as our natural environment. We wish to promote innovative alternatives by achieving a greener worshipping so as to strike a balance. In this project, the animation is produced aiming to educate people to minimize potential nuisance resulting from paper offerings burning activities. The main characters are the ancestors who have the images of wisdom and guide. Through their observation of the practices of worshipping nowadays, suggestions are given to their descendants. The animation includes illustrations of four solutions regarding the ritual pollutants. An advanced smokeless joss paper furnace developed by The Hong Kong Productivity Council is one of the examples. Instead of receiving tributes from their descendants, the ancestors inversely send back a guide book.

CHALLENGE:
Such a creative form helps to visualise the problems, deepens understanding and stimulates positive responses. Animation has the capacity to entertain as well as tackle dull subject matters in a lively and insightful manner.

ADDED DATE:
2016-07-09 05:10:03

TEAM MEMBERS (13) :
Director: Jack Lau, Designer: Helen Lam, Designer: Milla Kwan, Designer: Lam Lai Lee, Story: Urban Air Design, Vocal: Chris Ng, Vocal: Christoph Barth, Vocal: Vincent Fu, Vocal: Beatrix Chow, Vocal: Milla Kwan, Vocal: Sharon Ho, Equipment: Jonathan Liu and

IMAGE CREDITS:
Urban Air & Vision Desire, 2016.

Visit the following page to learn more: https://www.youtube.com/watch?v=ridknVhLw2U&a mp;feature=youtu.be
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Urban Air Design and Vision Desire

PROFILE:
Founded in 2003, Urban Air Design is a graphic design consulting agency specializing in marketing promotion, advertising and strategy planning. We strive to deliver effective design solutions to our clients, ranging from international corporations, commercial banks, government sectors to educational institutions. In order to provide one-stop service to our clients, we are offering a full-service from concept development, layout design, to printing. Besides, we are also experienced in doing website design and online report production. Our dynamic relationship with our clients in the marketplace is a reflection of our commitment to being creative, innovative, and responsible. Since 2006, we have worked closely with various environmental consultants and corporate sustainability departments to produce a number of sustainability reports in different styles. We deepen our understanding in sustainability from the fruitful experience of producing more than seventy sustainability reports. All these enable us to develop insights and build a solid foundation in sustainability. Vision Desire (VD) has solid experience working on animation, interactive design, multimedia, branding, communications and marketing projects. Their proficiency and insight on all of the latest design trends and tools allow them to produce cutting-edge design solutions and award winning portfolio. Besides, many of their works such as “100years journey at Hong Kong Museum of Medical Science”, “The Madison Group Corporate Video” and “Tell me about BeaDaPoint” were highly regarded by the society. All these shape VD into a fast-growing digital design company in Hong Kong.

NOMINATION DETAILS

Got It Animation by Urban Air & Vision Desire is a Nominee in Movie and Animation Design Category.

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AWARD DETAILS

Got It Animation by Urban Air & Vision Desire is Runner-up for A' Design Award in Movie and Animation Design Category, 2016 - 2017.



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