Brief
The projectis a 2019 short branding film for JD,and also an advanced marketing work of the JD mascot Joy. It has been specially selected to be shown before the anniversaryof JD on June 18. With rich connotations and warm stories,in preparation for the super shopping festival to follow, it conveys JD's brand concept ofcustomer-centered value creation,and explains our brand story ofgetting to know our customers and sharing the joy.
Strategy
This project features a short animation with pure Chinese cultural elements, inspired by traditional Chinese myths. The story of koi fish, symbolizing good fortune, leaping through the Dragon Gate...