Design a creative brand culture film：

SAIC｜Shanghai Automobile Industrial Co.

This project was done in conjunction with SAIC as part of our work on Farvis team.

The film showcases a corporate culture campaign for Shanghai Automotive Industry Corporation (SAIC). The ad focuses on the themes of tradition and innovation, highlighting SAIC's commitment to revitalizing tradition with modern technology. The commercial also emphasizes the importance of nature and humanity, aligning with SAIC's people-oriented philosophy as a leading company in the automotive industry.

The SAIC ad showcases three main characters, each representing a different element of Chinese culture. These characters blend the essence of Chinese culture with modern technology and art, reflecting SAIC's philosophy of combining tradition with contemporary advancements. This image highlights SAIC's perfect combination of tradition and modernity and its commitment to pushing the automotive industry to new heights.

Our project involves a comprehensive range of tasks, from ideation and concept communication to storyboarding, actor auditions, set design, production supervision, visual effects creation, sound design, video synthesis, and artistic enhancements.

Project Description

SAIC Brand Film

Role

Overview

UX Designer, Visual Designer

User Research, Product Strategy, Visual Effect Design, Composite, Pitching

May 2021 - June 2021

How I Collabrate With The Team

We visited the SAIC factory and R&D base to learn more about the brand's background. From there, we analyzed the brand's culture from the perspective of its customer groups, gained insight into the brand image of Shanghai FAW, and brainstormed creative approaches. We collaborated with the client to refine their ideas and create derivative concepts to ensure the product effectively targeted its intended audience upon release. Once the script was finalized, we developed multiple storyboards to ensure that the idea was accurately represented.

User Research

Ensure quality of performance, anticipate post-production problems, and arrange casting and camera setups in advance by communicating with the director and production team on set.

Produce

Visual Design

In this visual design project, I utilized the hologram material of composite textures in Octane to create innovative and futuristic concepts. We carefully selected textures and layers to create a holographic effect with sci-fi colors and abstract elements, which helped us showcase the wonderful charm of future technology. During the animation process, we skillfully integrated the hologram material into the scene according to the storyboard design. We added a sense of three-dimensionality and realism to the scene through dynamic effects and vivid screen design while highlighting the importance of the hero shot. We carefully adjusted the lighting, shadows, and color tones to ensure that the hologram effect blended perfectly with its surroundings, presenting a unified visual style. Our efforts in combining these elements made our visual design more creative and appealing, providing a unique and stunning visual experience that was well-received by both the client and the audience.