Chinese New Year
designed by Robbie Shilstone
for Roger Vivier
The Brief
To create a small animation for the Chinese New Year campaign to be launched by mid-january. To start from stickers that have been developed by brand local team in order to keep a coherent message.
The animation will be use for Roger Vivier social media.
The deliverables should be in a stories format and in square for the feed, the message should be positive and state that RV celebrates the 2021 CNY.
Red is a symbol for prosperity and success and is also the signature color of Roger Vivier. To celebrate the new year of the Ox, Nana wears her favorite pair of Viv’ Skate sneakers, featuring a red and white colorway. The sneakers get an added touch of luxury with the Maison’s signature crystal buckle, composed of 32 sparkling red crystals, all assembled by hand. Matching this special motif is the Miss Vivier Pocket Phone Holder, hand crafted in a rich, red shade of leather, with the RV crystal logo and a miniature Broche buckle.
The Idea
To create a story that speaks of Chinese tradition but with a modern appeal. Bringing together the still-life and the stickers and making them interact to celebrate of the Chinese New Year.
SCRIPT
It all starts with a dark blue screen, it’s night. Stars (stickers) light up filling the sky and illuminating the clouds
(stickers). Traditional Chinese music and ambient sounds accompany the animation. We hear the sound of fireworks (stickers) which, exploding, illuminate the screen.
Traditional Chinese music becomes c-pop, the fireworks disappear and, for the first time, we see the shoes protagonists of the visual, with two diamonds that embellish the picture.
With a zoom-in on the red detail of the shoes, we are catapulted into a stylized red street illuminated by Chinese lanterns (stickers) and drums (stickers) that move following the beat of the music.
Running on the street, at the end of it we find the shoe and a zoom-out will bring us back to the still life. An ox-shaped silhouette (with a mask) will make the still-life disappear to get to the final title:
“Happy Chinese New Year!”, on a red background and surrounded by fireworks (stickers) and diamonds (stickers). All accompanied again by the sound of fireworks.
About
Robbie Shilstone
Robbie Shilstone is a Los Angeles-based animator, director, and filmmaker. His body of work displays a wide variety of styles, themes, and techniques to match each projects’ narrative. He pulls from abstraction, minimalism, music, and philosophy to create worlds for his characters to inhabit. Having worked with pillars of the art world such as Apple, The MoMA, and Disney, he now looks to tell his own stories and push animation forward.
The End
- client
- Tod's S.p.A.
- project
- Chinese New Year 2021
- brand
- Roger Vivier
- design agency
- PINK SALT
- creative director
- Beatrice Cardile
- designer & animator
- Robbie Shilstone