Sushi Express 2024 Chinese New Year Advertisement "開運油甘魚"
Planning / Pre-Production
I developed the script with a “Genesis” theme, symbolizing the legacy of sushi, especially the oilfish (yellowtail), being passed down through generations. This creative concept highlighted continuity and tradition as the core message of the video.
Shooting Day
I worked closely with the production house, overseeing set design, managing props, and providing direction to the actors. I ensured that every aspect of the shoot followed the planned schedule, keeping the atmosphere on set productive and collaborative.
Motion Graphic Animation
For the first half of the video, I created an animated mythological story using After Effects, blending hand-drawn elements with motion graphics. Despite having a tight timeline, I ensured the animation aligned with the narrative flow and conveyed the ancient feel of the story.
Post-Production
In post-production, I applied color grading to enhance the filmed footage, making sure the colors were vibrant yet harmonious. The editing process involved piecing together all the elements, from live footage to motion graphics, to form a polished and visually captivating final video.