Zaobao China

Client: Singapore Press Holdings

This is a series of trailers to showcase various weekly segments of the Chinese newspaper Lianhe Zaobao. The unique features of each segment were highlighted through the artful play of words, typography and illustrative elements. A combination of 2d animation, sound effects and music, brought the storyboards to life, introducing the audience to the unique worlds the newspaper has to offer.

Here is one of our favourites:
“Zaobao China” is a news segment informing readers of the latest reports from China. First, we set the mood of the trailer with a Chinese drum piece, and animated the Asian dragon to corroborate with the text copy of a flying dragon. The meaning of the word 变 (change) is enhanced visually by the quick change between the simplified and traditional character, and the colour of the word.

These trailers were produced for Out Of Home media and tradeshows.