This painterly heartfelt animation is a short social media promo for the Yoyo and Heartbeat collection of Emperor Jewellery during the Chinese Valentines and Mid-Autumn Festival respectively. The visual theme of this set of animation is the fantastical beauty of traditional Chinese festivals that celebrate love, nature’s abundance and joyful family reunion.
Our client approached us with a brief that they would like to have a short promo of their Yoyo and Heartbeat collection to be distributed on their social media channels during the Mid-Autumn Festival. As an agency offering holistic creative video solutions, we developed the short video from copywriting, to storyboard, visual style, animation and audio design.
In the Mid-Autumn Animation, families gathered under shimmering lanterns and the glittering moon, which is the featured product. The Heartbeat collection is a fine jewellery collection, thus we crafted a delicate visual style that complements finesse with a natural hand-drawn touch matching the festive occasion.
We designed an ending tagline that is made up of four Chinese characters 『月映。心聚』– Yuè yìng. Xīn jù. The words have a minimalistic elegance yet complex meaning. 月 is moon, 映 has a double meaning of shine and also reflection. 心 is heart, while 聚 is get together or union, but it shares the same pronunciation as 垂, which is the Chinese word for pendent. The Heartbeat collection is designed based on the moon, thus the tagline is aligned both with the product’s design and the Chinese Moon Festival.
A sophisticated illustration style was chosen to present the Heartbeat collection. The heavy textured chalk-like strokes used with a color palette that gives a glowing effect. Using this westernized technique and avoiding the bright and red color for the traditional Chinese content makes it unique. Social media posts targeting the local Hong Kong market mostly rely on celebrity effect, conventional photography is a common approach, therefore a stylized animation promo is even more outstanding.