Vivocity CNY 2023
Client: Paragon Malls
Agency: Lucidity
Concept art illustration and art direction for VivoCity’s annual in-mall Chinese New Year Celebrations.
Inspired by the zodiac of the year, a rabbit family is staged in a traditional Chinese house, showcasing a variety of products, clothing, and food acquired in the mall (shown in the animation)
Initial concept illustration (black and white), staged in a chinese traditional home which was changed to a peranakan home to connect with local shoppers.
Key Visual created in 3D
Storyboard illustrations for the animated 30s campaign video
Final animated video that was used in-malls and on Vivocity’s social media.