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This brand animation was commissioned by the Chinese fashion label The Fashion Door. The Fashion Door is a unique store which collects and promot… Read More
This brand animation was commissioned by the Chinese fashion label The Fashion Door. The Fashion Door is a unique store which collects and promotes the textile works from talented designers around China. Inspired by the distinguish shape from the company's logo, the geometric motif serves as an abstract presentation of the company's philosophy: breakthrough, settling and surpassing; and gives a sense of modernness and trendiness to the brand's identity. The video is currently being shown across two connected screens in the brand's flagship store in Guangzhou, China. Read Less
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This brand animation was commissioned by the Chinese fashion label The Fashion Door. The Fashion Door is a unique store which collects and promotes the textile works from talented designers around China.
 
Inspired by the distinguish shape from the company's logo, the geometric motif serves as an abstract presentation of the company's philosophy: breakthrough, settling and surpassing; and gives a sense of modernness and trendiness to the brand's identity.
 
The video is currently being shown across two connected screens in the brand's flagship store in Guangzhou, China.
 
Creative Director: Jay Lee, Kewell Ng
Art Director & Animator: Jay Lee
Music Composer & Sound Designer: Yu Song
Storyboard
Early Styleframe
The story begins with one little dot, then it splits into two, and then from two to three to a big plant; and it keeps evolving and transforming until the entire universe is formed. The Chinese character of 'Breakthough', 'Settling' and 'Surpassing' are being shown as part of the viusal throughout the prcoess. However later we decided to take away all the typography and went for a more abstract approach since the motto is more about the spirit instead of words.
Phrase I: Breakthrough
Phrase II: Settling
Phrase III: Surpassing
Final Styleframe
Shop Interior