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 to become dragons, is used to represent consumer expectations and the changes brought by JD. Rather than the light and dark contrast frequently seen in European and Western animation, this film uses traditional Chinese ink paintings. The landscapes and other elements are designed according to the form of traditional Chinese paintings.