With the turning of the Lunar New Yr on Sunday, we enter a brand new Yr of the Rabbit in response to the Chinese language zodiac. To rejoice this fortunate animal’s reign over the 12 months, studio Hornet has teamed up with Ogilvy Shanghai for the second Lunar New Yr in a row to ship a magical marketing campaign for Coca-Cola, delivered to life by director Yves Geleyn and a group of artists together with celebrated character designer Peter de Sève.
Titled Celebrating Collectively Is Magic, the CG-animated piece is a poignant story a couple of household of rabbits who overcome their variations and unite for a vacation meal — full with bunny-sized bottles of Coca-Cola and lots of different narrative particulars that increase the intimacy of the scene.
“A compelling narrative, cinematic whimsy, and wealthy textural particulars. It’s the whole lot you would need in a movie like this, and extra,” says Geleyn.
Geleyn opted to intensify the movie’s underlying message by distinction and a macro lens, shrinking the viewer all the way down to the rabbits’ perspective whereas juxtaposing Chinese language-inspired landscapes and particulars. The delicate, natural look of the standard household house contrasts with the stony, angular fashionable bunny flats. The filmmakers helped tie these divergent areas along with heat, homey lighting.
Function movie character designer and illustrator de Sève helped give Grandma and Grandson Rabbit designs that confirmed a household connection, but additionally expressed their distinct personalities. “Peter has an unparalleled skill to precise feelings with the flick of a pencil’s line,” notes Geleyn. “His contours and options bestow a human-like method that enables these anthropomorphized animals to hold the burden of this story’s dramatic arc.”
The rabbit characters additionally nod to outdated traditions with their fuzzy, felted look and purple embroidered silk patterns. Their New Yr’s feast additionally contrasts the them of “outdated” and “new” worlds uniting within the movie; Grandma’s basic dumplings are served in a easy bamboo steamer, surrounded by an elegantly plated fashionable unfold.
You’ll be able to study extra concerning the making of Celebrating Collectively Is Magic and see a particular behind-the-scenes video at hellohornet.com.
