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Ernst & Young (EY), a leading Big 4 accounting firm, required festival greeting animations tailored for WeChat to engage their mainland Chinese audience while strictly upholding the firm’s prestigious, professional brand image. The resulting animations successfully delivered visually elegant, concise motion graphics that blended professional polish with culturally attuned warmth. These heartfelt yet brand-appropriate greetings resonated well with the target audience and perfectly aligned with EY’s vision of excellence, rigor, and subtle elegance.
The content needed to resonate deeply with cultural habits, preferences, and appropriate wording in mainland China—ensuring greetings felt warm yet sophisticated. Key challenges included developing detailed storyboards, selecting fitting music, and iterating through thorough client discussions on every element to perfectly align with EY’s brand guidelines in a concise format suitable for social sharing.
We created visually elegant, concise motion graphics animations for key festivals, blending professional polish with culturally attuned warmth to deliver heartfelt yet brand-appropriate greetings.
Our approach to the motion graphics and creative direction included:
Cultural & Brand Research
Conducted an in-depth understanding of mainland Chinese cultural nuances, WeChat user preferences, and EY’s brand guidelines to inform design choices that balanced warmth with professionalism.
Storyboard Development & Client Collaboration
Produced detailed storyboards for each festival, with every scene, transition, and message discussed iteratively with the client to ensure precise alignment with their vision and expectations.
Animation & Visual Execution
Animated sophisticated sequences using clean motion graphics, elegant typography, and subtle effects to convey festival spirit (e.g., festive elements for Mid-Autumn, celebratory motifs for HKSAR Establishment Day) while maintaining a rigorous, high-end aesthetic.
Music Selection & Final Polish
Carefully selected background music to enhance emotional resonance without overpowering the professional tone, followed by final refinements for smooth timing, resolution, and WeChat optimization.
Deliverables & Format
Delivered two short animations optimized for WeChat sharing (HKSAR Establishment Day 2022 and Mid-Autumn Festival 2022), ready for social posting, internal use, and client archiving.
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