Project
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Oreo x Jay Chou
笑奥天下，玩心无极
Role
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Concept Artist
Art Director for 2D
About
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Combining black and white Oreos creates the most important element in Chinese culture: black and white. In Chinese philosophy, black and white are intertwined, and coexist harmoniously. Jay Chou is also an icon for Chinese-style music, making this combination a perfect match!
Therefore, we almost immediately thought of creating an ink-style MV. In this MV, Jay Chou will travel through the ink painting scrolls of Gu qin, chess, calligraphy, and painting, playing with Chinese-style elements using black and white Oreos.
For the music, we selected three of my representative and highly popular Chinese-style songs: "Blue and White Porcelain," "Hair Like Snow," and "Orchid Pavilion Preface." Using the artistic conception of these three songs as the foundation, we created three stories featuring Jay Chou and three children, filled with playful spirit, illustrating the idea of "Laughing with Oreos, endless joy."
Inspired by traditional Chinese landscape painting, I created a scroll painting for the black and white Oreo project. Based on Jay Chou's three songs, I divided the painting into three parts that tell different stories. The first part depicts a water village, the second part shows boats floating on the water with the reflection of a bright moon, and the third part features the vague appearance of Lanting Pavilion on the mountain.
Installation
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In terms of presentation, we have upgraded the materials, visuals, and interactive forms. The addition of the pure white Oreo adds a touch of agility to the already super-magical cookies. The combination of liquid crystal screen ink images, canvas ink smudging, and physical ink sculpture composite materials makes the visual level even richer.
The interactive mode has made a groundbreaking upgrade. Visitors are no longer just passive observers. With the help of sound, light, and electronic integration experience, visitors can interact with the scenes through their actions and unlock more interesting effects.
Process
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My initial hand-painted concept art for the key moments in the video.
The Long landscape scroll
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As the concept artist, my primary focus was on crafting the critical finale of this video, which features Jay Chou standing before the monumental scroll in a gallery setting. To achieve this, I dedicated significant effort to seamlessly incorporating the three essential moments into the scroll, thereby conveying the complete story.
Main Credits
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Client：Oreo China
Agency：Tian Yu Kong
Production House：37Film
监制Executive Producer：Bruce Bi
导演Director：Binbin Fu
视觉美术设定：Zuheng
二维概念设计：Zuheng
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Credits attached after the video.