Lei Kei 3D Animation by Cliffs Studio

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DESIGN DETAILS
DESIGN NAME:
Lei Kei

PRIMARY FUNCTION:
3D Animation

INSPIRATION:
The client of this project is a traditional vegetable wholesale market. We made the animation more youthful to attract more teenagers to pay attention to the products of client . To fulfill this purpose, we applied the motion graphics skills with bright green and orange color as the main tone in the animation so that it could bring out a sense of freshness. We selected an abstract style to describe the process of customer service.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
We followed the grid and color tone ( bright green, orange and brown color ) of the poster and packaging design. With the theme of freshness, the animation described the one-stop service of the market including vegetable planting, transport, and packaging.

OPERATION / FLOW / INTERACTION:
The animation started from planting the seeds, hydroponics, transport, packaging and delivering products to all distributors.

PROJECT DURATION AND LOCATION:
The project started in May 2017 in Macau and finished in september2017 in Macau, and was exhibited in Macau in september 2017

FITS BEST INTO CATEGORY:
Movie and Animation Design

PRODUCTION / REALIZATION TECHNOLOGY:
In this project, we followed the designer’s packaging design to do an extension. As it focused on revitalizing the old brand, we adopted some unique and creative skills of motion graphics to show.

SPECIFICATIONS / TECHNICAL PROPERTIES:
1080P HD 16:9 1920X1080 Software:Maya / After Effect

TAGS:
Animation, Motion Graphic, Motion, Graphic

RESEARCH ABSTRACT:
For example, we analysis the color of salmon(orange) and leaves(green) in Japanese food, why they always put the leaves near the Sashimi, because this two color matching can increase people's appetite. So that orange and green is widely used in this project. In animation part, we try to use one shot to say the story in the last part, this is very difficult to show the prefect animation because we need to setup different object, lighting, shader, animation and render in one shot.

CHALLENGE:
We needed to present the client’s ideas in a limited length. First, we had to do a lot of research work, brainstorming and analyzing the brand background for establishing a unique brand in the market. After that, we combined all the information and made a motion graphics animation. From this, it could be seen that it was a very challenging project, but we succeeded in highlighting the client's brand among many other peers.

ADDED DATE:
2017-09-29 11:41:11

TEAM MEMBERS (8) :
Branding Design: Hei Chu, Producer: Hei Chu, Art Director: Hei Chu, 3D Director: Ben Cheong, 3D Artist: Eric Leong, 3D Artist: Alan Un, 3D Artist: Terry Chong and Sound Design: Summer Ha

IMAGE CREDITS:
Image #1: Director Ben Cheong, Lei Kei, 2017.
Image #2: Director Ben Cheong, Lei Kei, 2017.
Image #3: Director Ben Cheong, Lei Kei, 2017.
Image #4: Director Ben Cheong, Lei Kei, 2017.
Image #5: Director Ben Cheong, Lei Kei, 2017.

Visit the following page to learn more: http://www.cliffsstudio.com/
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Jan Design

PROFILE:
Served at MGM Macau with professional design and marketing strategy experience for more than 10 years, Chu Kin Hei founded Jan Design Ltd in 2016. Being a young design company, Jan Design is seeking for a company cultural tag: “dynamic”. Taking up new challenges, breaking out conventional mindset and pattern to bring creative and surprising design to the customers are how Jan Design illustrates the “Dynamic company culture”. Featuring dynamic design styles, it aims to provide simple or magnificent but not extravagant design for its clients. It provides wide range of design services including Brand Design, Package Design, Multimedia Production and other design categories. After building up a strong foundation in Macao, it has expanded its market to mainland China, South East Asia and other regions.

NOMINATION DETAILS

Lei Kei 3d Animation by Cliffs Studio is a Nominee in Movie and Animation Design Category.

· This project is currently confidential as results have not been announced yet. Images and further details of the project is not available for public yet, please check back later. If you are the owner of this design, please login to view the images.

· The profile and other works by Cliffs Studio is also kept secret. This information will also be available later.
AWARD DETAILS

Lei Kei 3d Animation by Cliffs Studio is Winner in Movie and Animation Design Category, 2017 - 2018.



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