Opening Sequence for Olympics

London Fashion Week

Motion Graphics Showreel 2011

Visual Effect of waterstones' advertising project on the wall corner located in the stair

Waterstones' Promotion Advertising

Designer:  

Qiuhong Xu (Ivy)

Title:

Waterstones' Promotion Advertising 

Overview / Summary of the Brief

Create motion works for the Waterstones' promotion advertising, which should be demonstrated in specific site and have certain meaning.

Objective

The major aims of the works are to attract audience to buy the Waterstones and produce mass attention in centralized locations.

Target Audience

Consumers

 

My first book-Motion Graphics Design

Title for the book:  
Motion Graphics Design- how to be a Motion Graphics Designer
Summary:
This book introduces basic information of Motion Graphics Design, which is good for a new learner of motion graphics. This book includes basic introduction of Motion Graphics and fundamental principles as well as paradigms. Except that this book will cover the methods of how to analyze motion graphics works and also give some personal motion works.

Content of this book

Part 1. Introduction
1.1 Brief History of Motion Graphics
and Key works (key figures)
1.2 Common application of Motion Graphics
Part 2. Paradigms of Motion Graphics
Part 3. Animation Principles applied in Motion
Graphics
Part 4. Analytical approach
Part 5. Process of creating Motion Graphics work
5.1 Brief
5.2 Critical thinking
5.3 Concept development
5.4 Iteration
5.5 Testing

Beads Craft advertising

This is an advertising for Beads craft products.

Designer: Qiuhong Xu

Title

Beads Craft Online Advertising

Overview / Summary of the Brief

Create a piece of online advertising to promote Beads Craft products.

Objective

Beads Craft was a high level of the craft design. All the crafts were handmade work. The advertising need to introduce and demonstrate the feature of the products.

Your Challenge is to engage the function the products and motivates the people to generate the participation of crating their own beads craft or purchase the finished item as a gift to their family and friends.

Target Audience

Handcraft community and almost whole society.

Background

Beads Craft was a unique, high level of design. All the crafts were handmade work. We were specialized in the Beads Gift industry.

We are doing the market research for 5 years, all the items got focused customer. The beads flowers are focus on the adult 25-60 years old. The beads fruit are focus on the young people 16-25 years old. The beads animals are focus on the children 1 – 12 years old.

About the Designer

Beads craft was designed by Aiying Xia who was a handcraft teacher in Chinese Community Association Birmingham UK for 16 years. Designer Aiying Xia skillfully designed a series of handmade beaded crafts, which included the key rings, car charms, window charms and home decorations. She using the fishing line collects different beads together. All the items are the original design for 1 - 1.5-hour handmade work. Beads craft was ideal gifts for the family and kids.

Visual development

 

 

Some tests for iPad online Interactive advertising

In order to enable me further understand the knowledge about new media & technology and broaden my skills of motion graphics, I created three simple practices for this brief. I think I should consider different placement rather than just over the web, like in the public environment or other interactive platform. 

 1. First part 
 

when the viewers click the button, it will continues to show the following content.

Title

iPad online Interactive advertising

Overview / Summary of the Brief

Create a piece of interactive advertising for iPad, which placed online.

Objective

The major aims of the interactive advertising are to promote the use of iPad and demonstrate the different features of iPad.

Target Audience

 Creativity society.

Background

The slogan of iPad: “There’s more to it, and even less of it.” iPad has two cameras for Face Time and HD video recording. The dual-core A5 chips, the same 10-hour battery life. All in a thinner, lighter design. Now iPad is even more amazing. And even less like anything else. And it makes surfing the web, checking email, watching movies, and reading books so natural, you might forget there’s incredible technology under your fingers. iPad has various section: see bigger smiles with Face Time, shoot HD video, take fun photos in Photo Booth.，surf the web, check email, watch movies, play games, listen to music, read, write, and more. Let’s just say your hands are full.

Tone of Voice

-       Be clear (straight to the point)

-       Be positive

-       Be creative

Mandatory Inclusions

-       The content of the interactive advertising must build the brand awareness.

-       The work must entice viewers to interactive/play with it.

-       Making sure the interactive ads incentive and engagement.

Key criteria of this brief 

1.    Must making the work related to interactive online ads

2.    Has to demonstrate the special feature of iPad

3.    The content of the ads should build the App brand awareness

4.    Make sure interest viewers to interactive/play with it

 

Experimental Filming Section

Live-action can be a very important tool to Motion Graphics learning. So in this section, just think about the range of props that can be used including physical materials to demonstrate a range of textures, materials, shapes, patterns, rigid to flexible etc, glass and mirrors / reflections, liquids that can include colours (inks and dyes) plus objects in liquid, motion, flow etc, gases such as smoke and even air / wind, lights including different lenses, colour gels, positioning. All of these elements can be filmed in almost infinite ways.

Title: Experimental film- ink
Designer: Qiuhong Xu

This work is an ink experimental video combined with graphic elements like typography, which using to express the meaning of life. Making the typography interactive with the ink to show the idea: life is beautiful but short just like somke, flower, blood etc.

The soundtrack utilized in this video also emphasis the emotion of this work. 

Ireland MTV Identity

MTV identity more focus on different feature, texture and more special compare with other TV identity.



Title:  Ireland MTV Identity
Designer:  Qiuhong Xu

Title
'MTV Sheep'

Overview / Summary of the Brief
Create a piece of motion graphics work about TV Identity for MTV Ireland Channel.

Objective
In order to further regionalize its UK & Ireland feed to include a separate version for Ireland under the branding MTV Ireland. Making the channel features localized advertising and sponsorship for the Irish market.
Target Audience
Young person, and who like music.

Background

MTV Ireland is a 24- hour entertainment channel operated by MTV Networks Europe. The channel launched on February 22, 2004.

The channel features localized advertising and sponsorship for the Irish market. The channel also hosted a local show 'MTV News' and 'MTV the Festival Show'. The channel, which is based at the MTV Networks Europe headquarters in London, also hosts a local office in Dublin. The channels identity was created by Image Now (previously Chemistry) supported by the 'MTV Sheep' campaign.

As of July 1, 2009, MTV Ireland shares the same on-air identity and content as other global MTV channels.

Tone of Voice

-      Be clear (straight to the point)

-      Be positive

-      Be creative

Mandatory Inclusions

-      The content of the work must related to the title “ MTV Sheep”.

-      The visual work must include a closing screen at the end which should include the MTV Ireland channel logo.

-       Making sure the identity related to the channel features.

LEARNING OBJECTIVES

Analysis of this berif

Restate the question:

1: How to make connection with MTV channel?

2: How to express the theme (MTV sheep) using motion work?

3: How to make the channel features localized advertising and sponsorship for the Irish market?

4: what's the creative idea?

Key criteria of this Brief

1. Make reference to the MTV Ireland Channel and the title "MTV sheep".

2. Has to base on the channel feature (24-hour entertainment channel)/ central theme("MTV sheep").

3. Make sure establish the tone of the channel and affect how the audience perceives and sustains the believability of the message.

4. Has to attractive and recognizable.

Visual development

1.visual concept

 2.visual concept

TV Channel Identity is a complicated section for motion graphics designer to research. Because it not only included basic paradigms like sound, typography etc, but also require clear communication goals and specific audience. In this stage, I need to know how to deal with multiple elements to create a piece of professional level Motion Graphic work. So I will try to work on this TV identity design, getting me to be a specialist of MG.

Experimental work for the brief of ArjoWiggins Paper- Creative Paper Head

Designer: Qiuhong Xu
Name: Creative Paper Head


Summary of the Brief
•Create a Motion Graphics sequence that can launch OR contribute to a viral movement amongst designersthat unbreakably links ArjowigginsCreative Paperswith creativity and the creative design process.


Communication Goals: Creative Challenge
•motivates designers to use the creative paper when they are designing.
Target Audience
•Designers the world over
visual concepts
Idea: Just think about where will designers' creative ideas/process start with? The creative paper can bring some creative ideas if designers use it.

Visual development

How to evaluate ?

What I have learn from this ?

• Some motion graphics principles used in my final visual work like bird flying, fire balloon, etc utilized the 12 basic Animation principles- Arcs.
• Learn how to evaluate my work and improve it through self-defined criterias.
• Shouls do more tests before make the final-visual work. 

TV Identity- Entertainment Storm Channel

Name:  <Entertainment storm>
Designer: Qiuhong Xu


[Work Description]
This vedio is made for Entertainment  TV program.
The colorful  lines changed  constantly , outlining
the picture  and  title in the screen. After Effect was
the main medium which to make the vedio.

Start from your heart

The video, <Start from your heart> for the brief of Taiwan International Design Competition. The subject of the competiton is "reborn".

Designer: Qiuhong Xu

<Work description>
The so-called crisis，as one kind of psychology , which is always imposed by people of themselves.If everyone can overcome the pressure of their own hearts and open up their hearts, so that the crisis will do not exist,also people who will be reborn .The vedio uses the form of black-and-white stripes to flood the entire Screen,which to imply one kind of fetter.

SWEET-Animation

Name: <Sweet>
Designer: Qiuhong Xu

[Work Description]
All the cartoon characters  are come
from the shape of candy .  This anim
ation is  descriped a comic story which
happened in the world of sweets. 

Visual Development