The inspiration of this clip is from zoetrope. Zoetrope is one of several pre-cinema animation devices that produce the illusion of motion by displaying a sequence of drawings or photographs showing progressive phases of that motion.
In this 3d animation, different sequence movements of horses are in use to create this JL CNY zoetrope. Such as horse galloping motion, horse jump over the hurdle, and horse rise up.
Main element for this zoetrope is wooden horses, as the zodiac of 2014 is horse. Base on Chinese calendar, the horse's element is wood. The whole idea is wooden zoetrope. Supportive elements such as koi fish, mandarin oranges and other Chinese elements is to support the whole zoetrope in oriental design, yet classy.
When the trigger button has been switch of in the beginning, where the life of whole zoetrope starts and things keep happening, JL logo is on top of the zoetrope as a little surprise, basically the logo is spinning as the horses provided the energy to the logo where the whole zoetrope comes alive with with its energy and giving it the prosperity.
Design/Art Direction/3D Animation : iker Hiro