My Role
Art Direction, Illustration,
Animation
Client
ActionCity
Hit The Playback!
In celebration of National Day, ActionCity is taking a nostalgic trip
down memory lane to revisit the toys we loved from our past.
Here’s to cherishing those fond memories and celebrating Singapore’s 59th birthday!
From country erasers and paper balls to iconic HDB buildings, these are symbols that represents our Dear Singapore.
Art direction
The direction aimed for a design that is both lighthearted and nostalgic. Given that this will be displayed in stores, it should also be vibrant and visually striking to catch shoppers' attention.
Palette
I initially envisioned a colour palette that was gentle on the eyes while still standing out among the products in-store. After exploring various colour options, the client chose a red and orange hue, which better aligns with the objective of celebrating Singapore’s National Day.
Given that the artwork would also be used for banner poppers, I focused on adjusting the die-cut to add depth and dimension. This approach allowed for a more dynamic composition, enhancing the visual impact and creating a more engaging display!
Dynamic Displays
The final illustrations were animated to bring them to life, adding movement and vibrancy to the visuals. These animations were then showcased on digital TVs in-store, creating an engaging experience for customers. Additionally, they were shared across ActionCity's social media platforms, enhancing their visibility and impact online. Baubles were also adapted and produced to place emphasis on certain promotional products.
