- Client:Swire Resource
- Categories:Animation
Series Overview
This series of seasonal greeting videos was created for Swire Resources, a leading sports retail brand, to celebrate key cultural festivals including Lunar New Year and Mid-Autumn Festival.
The aim was to translate traditional festival symbolism into a modern motion language that reflects both cultural storytelling and the brand’s energetic, lifestyle-driven identity.
Each video explores a different emotional tone while maintaining a consistent visual approach across the series.
Lunar New Year Greeting Video
Concept
This animation reinterprets Lunar New Year celebrations through the lens of an active, sports-oriented brand identity.
Instead of relying solely on traditional festive motifs, I integrated sports equipment as core visual elements to represent movement, energy, and vitality.
Design Approach
- Sports-Inspired Festive Language
Sports equipment such as balls and gear were used as modular visual elements, symbolising energy, momentum, and new beginnings.
- Kaleidoscopic Motion System
These elements were transformed into kaleidoscopic patterns and firework-inspired bursts, creating rhythmic motion sequences that echo the celebratory nature of Lunar New Year.
- Fusion of Tradition and Modernity
Traditional red and festive energy were combined with a contemporary motion style, reflecting both cultural heritage and brand personality.
Outcome
The final animation delivers a high-energy festive greeting that connects Swire Resources’ sports identity with the celebratory spirit of Lunar New Year through dynamic motion and symbolic transformation.
Mid-Autumn Festival Greeting Video
Concept
This animation draws inspiration from Mid-Autumn Festival themes of reunion, harmony, and reflection, translating them into a calm and atmospheric motion piece.
Design Approach
- Symbolic Visual Language
Key cultural symbols such as the moon and the rabbit were used as central visual anchors, representing folklore and tradition.
- Atmospheric Motion
The animation adopts a slower, more fluid motion rhythm to evoke a sense of calmness, nostalgia, and emotional warmth.
- Light & Space Composition
Soft lighting effects and balanced compositions were used to reflect the serenity of moonlight and the idea of togetherness under the full moon.
Outcome
The final piece creates a warm and reflective festive atmosphere, offering a softer emotional contrast within the seasonal series while maintaining visual consistency with the brand.