Hongkong Land CNY Greeting
complex animation
Every year, Hongkong Land releases branded holiday greeting content onto their social platforms and 2023 was not an exception. With Chinese New Year being one of the biggest holidays of the year, they wanted us to create something new and extraordinary while including buildings from their portfolio as well as Chinese New Year elements like firecrackers and a Dragon for the Year of the Dragon.
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This animation was a fun, albeit challenging achievement given that everything was built in Illustrator from scratch to form an isometric structure that included multiple segments animated in AfterEffects, some of which involved minimal 3D elements.
Concept | Unleash Your Luck
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.
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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.)
Storyboard
Frame 1
Frame 2
Frame 3
Clouds open up revealing the 3D structure
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.
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
Frame 5
The dragon scales continue to light up until it reaches the head of the dragon. Other sections of the structure slightly animate.
The dragon head lights up and the camera zooms out to reveal the entire animated structure.
Creating The Isometric Structure
Details
