Promo for 2021 Spring Festival Gala (春晚)

•

Follow All Following All Unfollow All

Yes, this Chinese New Year, we have undertaken the project of 2021 CCTV Spring Festival Gala Promo!

We were so excited to cooperate with CCTV for the first time, and participate in the Spring Festival Gala for the first time. Our minds were like "OMG the whole nation is watching me!" and "Grandma, I'm going to be on TV!"

The project cycle was very tight, but thanks to our joint efforts with the client, the film was delivered smoothly and is available on CCTV 8K channel, CNN, BBC and overseas outdoor channels.

LxU would like to take this opportunity to wish everyone a wonderful start to the Year of the Ox and a happy New Year!

🏮

Concept _

The client wanted a high acceptance film among all ages, all nationalities, and Chinese from all regions domestically and abroad, showing the lively scene of Chinese people all over the world running to the Spring Festival Gala, creating an uplifting, warm and joyful atmosphere.

The core concept we found is the common emotional resonance of Chinese New Year around the world: although we are in different places, when Chinese New Year comes, we are all running to the same emotion, that is, the expectation and confidence for the coming year. And it is the Spring Festival Gala that connects us.

The Spring Festival Gala is like a gravitational force that brings our emotions together. Therefore, we decided to build a world view, an "emotional universe" centered on the Spring Festival Gala.

🏮

Art Design _

In order to fit the theme of Chinese New Year, we wanted to present an overall visual art style with a Chinese aesthetic. We chose to set the tone for the whole film by using lines to shape and weakening the light and shadow.

The characters in the film we hope to cover as many industries and nationalities as possible, with special attention to the medical workers who worked very hard last year.

We extracted 20 scenes from the Chinese New Year customs in China and abroad, aiming to present a comprehensive and multi-dimensional Chinese New Year celebration around the world.

As a promotional film for the gala, we injected the formality of stage art design into the scene design by adopting a symmetrical and radial composition and adding dance movements to the characters.

The film also makes extensive use of circular isomorphic transitions to give a more realistic sense of shuttle between scenes. At the same time, the circle also means "reunion", which is especially suitable for this joyful season.

🏮

Details _

From the neon signs of Chinatown streets, transportation vehicles in the sky, to lanterns and fortune characters as well as couplets, each item appearing in the different scenes was specifically designed with the local characteristics in our minds.

The film also implanted a variety of forms of watching the Spring Festival Gala, cinema, cell phone, tablet, 8K, VR ...... technology to insert wings for the Spring Festival Gala and let it fly into everyone's New Year's Eve.

Each dish on the New Year's Eve dinner table has been carefully selected. People from North to the South can find the taste of home in this table.