K11 10TH ANNIVERSARY

TitleK11 10TH ANNIVERSARY
BrandNEW WORLD DEVELOPMENT - K11
Product / ServiceK11
CategoryG05. Motion Graphics Design & Animation
EntrantCARBON Hong Kong, HONG KONG SAR
Idea Creation CARBON Hong Kong, HONG KONG SAR
Production CARBON Hong Kong, HONG KONG SAR

Credits

Name Company Position
Tereza Tan Carbon Founder
Kelly Chin Carbon Account & Marketing Manager
Emma Lee Carbon Project Executive
Erica Poon Carbon Production Manager
Edward Chiu Carbon Senior Designer
Zack Chua Carbon Designer
Kyle Nai Carbon Designer

Background

One of the largest property developers in Hong Kong, New World Development has continually surpassed itself with its incorporation of culture into the stagnant worlds of retail and real estate. Its groundbreaking brand, K11, has permeated the modern shopping experience to involve art and culture – lending it a fair share of admirers and enthusiasts. The task at hand was to help K11 celebrate over 10 years of phenomenal achievements in a single video. The film would be launched at a press-event, highlighting its key milestones over the years. Our challenge was to change a formal corporate presentation with a slew of information-heavy slides into something digestible and appealing for a diverse audience. The budget for this film was HKD700,000 which allowed a team of 5 creatives to collaborate over the full production of the video over a period of 3 months

Describe the creative idea (40% of vote)

Inspired by the integral nature of art to K11's brand values, we designed a museum to stand as a visual metaphor for the journey of K11's progress. Each different section of the film illustrated one of its landmark accomplishments, much like how each wing of a museum has its own distinct exhibit. Deciding to actualize their concept of "artistic convergence" for the audience, various executions - from 3D animation to 2D graphics to live action footage - were combined into a singular film that was both colorful and consistent. We segmented the piece into various chapters to continually renew the attention of audience throughout our lengthier video. The film was originally commissioned to be a press video, shown to internal stakeholders and members of the media alike at a celebratory anniversary party.

Describe the execution (40% of vote)

We chose to film strategic live action scenes and create dynamic animations concurrently, combining the two to visibly evoke K11's grand philosophy of connecting art, people, and nature to one another. Additionally, to add consistency to the photo and video assets that the K11 team necessitated we include, we designed surreal 3D animations to mask their varying qualities. The animations were based on the contemporary art scene, maximizing neon aesthetics and bright colors to mimic the feeling of younger art galleries. The vibrancy of this colorful treatment echoed the artistry pivotal to their branding, whilst seamlessly transitioning the piece from one segment to another in an energetic pace. The live action scenes injected back a semblance of emotion and drama to the film, intentionally contrasting the abstractness of the 3-D animated scenes as a reminder that we are the artisans who create the art.

List the results (20% of vote)

Successfully converting their dense powerpoint packed with assets and statistics into an engagingly informative informative video, we upended routine corporate communications by adding a veneer of creativity - elevating the trailblazing foresight of the K11 brand to new heights. Intense media and KOL coverage enabled the film to garner a whopping sum of over 15 million views globally in a short two-week span. Moreover, the positive reception to the piece by the internal stakeholders and senior management resulted in the video being broadcast in K11's largest outdoor TV wall in Hong Kong, serving as the entrance piece to their grand mall. Their confidence in the film provided the greater public the opportunity to see this formerly internal piece of communication, proving once again K11's desire to share great art with all.

Links

Social Media URL