The Brief

In this first ever fully 3D printed stop motion animation for Zihua.com.cn, a Chinese online learning platform for creative professionals, literally everything you can see in the film can be learned in online courses on the site. Character design, CG animation, stop motion film, illustration, scoring films, sound design and 3D printing. The cast used in the film are the actual teachers and instructors on the platform and the actual frames of the film were used as pieces in as direct mail.

Creative Execution

1) The first ever fully 3D printed stop motion animation (published on youku and zihua) 2) A direct mail that uses these 3D prints to attract bloggers to write about it. 3) Online courses that explain how the film was done in tutorial on the site. 4) A cartoon series rereleased on social that reveals the backstory of the boxman character.

Describe the creative solution to the brief/objective.

As an online eduction platform Zihua.com.cn caters to these creative professionals and students who look for a creative and fun way to learn the newest tools of the trade.

Results

In this pure content driven campaign (and without the use of any paid media) we attracted 13,613 new members on the platform who attended 50,850 online courses in total, which is roughly a third of the user base through this campaign alone during the launch phase. These numbers were instrumental to attract investors for zihua’s series A funding goal. We have also attracted 6000 new follower on social media channel wechat.