QQfamily was developed to represent official QQ cartoon IP(Intellectual Property) brand of Tencent. QQfamily characters extend the brand image that QQ penguin of Tencent has built. By giving unique look and personality to each character, QQfamily is intended to make a positive impression through stories that characters create. Each character is involved with witty and fun stories of daily life that lead the users feel more closer to the brand and characters. Their dynamic emotional expressions make the brand image more young and friendly as well. QQfamily is not just a static image, but living characters that can be an inspiration for the users to refresh the attitude towards their life.
As the guide of QQfamily has been newly defined, we needed a promotion which emphasizes on a brand expansion by making a video which highlights on personalities of characters. That was because imprinting the personalities of characters was the most important and the very first step when we brand the characters. We hope characters to have rich personality having all interesting stories to be delivered to users. We would continue focusing on promotions for the brand identity and brand vitality.
Since it was important for us to capture the identity of each character, we planned to make a full package of short stories. Especially we concentrated on making story out of personality that users can understand through using the daily objects and emotional expressions. By using cartoon style and brand color actively, we tried to make users feel more friendly and approachable to the brand.
Making a motion graphics roughly insists of three parts. In the pre-production part, the concepts and plans are confirmed. In production part, the needed source works are processed. In the post-production part, which is the last step and the most hard-working part in motion graphics. In this part, movements are added so the graphic can be expressed rhythmically and attractively.
We had 12seconds for each character under a similar structure and composition of the story frame. The stories are slightly changing while making.
06. Final Video
A_Tencent 18th Anniversary Event
B_Mattel VIP show QQfamily Seminar
C_Midea X QQfamily Launching show