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Joy Story: Joy & Heron

basics
Industry: Retail & Distribution
Media:TV & Cinema
Market:Australia
Style: Minimalism
descriptioncnen
Idea
‘Joy and Heron’ was created with 3D/CGI animation. From that perspective, it was a typical production. However, the first problem to solve, one of the production’s biggest challenges, was the design of Joy, the little dog at the heart of the story. We began with the brand’s existing logo, a graphic, metallic dog, and reimagined him in 3D as a furry, lovable hero. Joy would be the new face of the brand, he had to be instantly endearing, yet close enough to the original to be recognised. Once Joy’s design was realised, the remaining characters and environments were designed to be part of the same universe. Secondary challenges included the character animation. The story’s success hinged on the interaction between Joy and Heron, so was painstakingly crafted to showcase their battle. The lighting and colour design was also laboured over, and applied to create a subtle, ever-changing light and mood.
EntrySummary
The film was created for Chinese retailer, JD.com, with the purpose of broadening its audience to include more female customers and launching JD.com internationally. The brief was to re-imagine the brand’s logo, originally a 2D, metallic dog, designed to reflect the brand’s focus on electronic goods. The film’s release also coincided with Chinese New Year, which in 2018 is the Year of the Dog.
BriefExplanation
‘Joy Story: Joy and Heron’ is the tale of a lovable little dog, Joy, and his trials with a pesky heron. The serenity of a predawn fishing trip is upset when a crafty heron attempts to steal Joy’s master’s bait. Joy tries not to rock the boat while defending it from the worm-stealing bird. After a few attempts, Joy succeeds in thwarting the heron, only to discover the bird’s true motives, she is trying to feed her hungry and fussy chicks. Saddened by this realisation, Joy offers the mother an entire can of worms. In the spirit of Chinese New Year, the happy heron reciprocates Joy’s kindness, giving him more fish than his master could possibly catch.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Film Craft
Animation
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