Project
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Burton Circus TVC
Role
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Director
Producer
Creative Director
Art Director
Storyboard
Designer
Animator
About
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Upon the new store opening in Hangzhou, Burton has asked us to create a short animation to help launch their campaign. The video aims to showcase their products and the "Aprés Ski" lifestyle surrounding Burton through a combination of graphic collage, bold dancing colors, dynamic transitions, and impressionistic motion graphics.
Directing and producing a collage commercial in a 2D style from scratch and perfectly integrated the new Al workflows into the motion production is an absolute fun and challenging experience. It amazes me to see how new technology and traditional work are merging together to generate beautiful visuals that stimulate emotions while also having commercial value. 🔥
Midjourney Process
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We generated hundreds of assets using Midjourney, a web-based AI tool designed for generative imagery. Given the collage-like nature of this project, using AI was an obvious choice. You can see below are some examples I selected from our library, some delicious ones.
Storyboard Process
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We initially came up with a linear narrative for the Burton story. However, after the first round of feedback, we realized the client saw it more as a visual treatment rather than a slow emotional buildup. So, we shifted towards a purely visual approach.
Initial Storyboards
Final Storyboards
Animation
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Seongjin Yoon, our animation director, did an amazing job animating the assets. He works closely with our animator Yinan Liang and Haolun Liu, seamlessly combining Burton's products with the AI-generated imagery.
Animatic
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You can see from the animatic and storyboards that my team did a great job interpreting the collage elements generated by AI - part of the new workflow we developed for this project. The seamless combination of traditional visual collage and AI imagery significantly reduced production time while evoking equally strong emotions and narratives. As I mentioned last year with AI, the human touch is not just the cherry on top; it is the irreplaceable guidance.
Credits
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Client：Burton China
Agency：Notitle.Ltd
Production House：Zuheng Yin Studio
Executive Producer：Zuheng
Director：Zuheng
Animation Director：Seongjin Yoon
Creative & Story：Zuheng / Dai
Animation：Seongjin Yoon / Yinan Liang / Haolun Liu / Zuheng
Storyboard：Seongjin Yoon / Haolun Liu / Zuheng / Dai
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Design：Seongjin / Zuheng / Haolun Liu / Noah Bavonese
Midjourney Assets Generation：Haolun Liu / Zuheng
Colorist：Seongjin Yoon / Zuheng
Compositing：Seongjin Yoon
Music：Yinan Wang (Inner Change Studio)
PM (Notitle.Ltd)：Joe Zhou / Mage