Go the Way of the Tiger Campaign

ROLE Art Director PROJECT TYPE Promotional Advert TEAM Producer Illustrator Motion Designer Cel-animator Cel-colorist SOFTWARE Adobe After Effects Adobe Photoshop This project involved creating a Lunar New Year campaign animation that follows a tiger traveling across iconic landmarks around the world, celebrating the festive spirit while highlighting the brand’s global presence. As Art Director, I led the visual direction and production of the animation. Building on the agency’s concept, I developed a continuous, single-shot narrative that allows viewers to follow the tiger seamlessly from one city to the next. The vibrant backgrounds were illustrated by Singaporean artist Muneera Malek, using bold festive reds and golds inspired by Lunar New Year. The environments were divided into layered assets and arranged in 3D space in Adobe After Effects by Indonesian artist Lenny, creating parallax movement as the camera pans through each scene The tiger was animated using hand-drawn cel animation by Oktha Suryadinata, with color by Nico, bringing expressive movement and personality to the central character as it journeys through each location. The final animation combines layered environments, parallax motion, and traditional character animation to create a lively and celebratory campaign film.