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Renai Dance Animation by Zhike Yang |
Home > Winners > Design #161172 >Interview |
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FS: What is the main principle, idea and inspiration behind your design?
ZY: The main inspiration behind "Renaidance" stems from my relationship with my grandfather and the rich cultural heritage he shared with me. This film is a tribute to the generational bond and the evolving nature of dreams and values. The idea is to explore how traditional values can coexist and blend with modern aspirations. It is inspired by both personal experiences and impactful films like "Frozen" and "Spirited Away," aiming to bridge the gap between past and future through a touching narrative.
FS: What has been your main focus in designing this work? Especially what did you want to achieve?
ZY: My main focus was to create a narrative that resonates deeply with audiences across different generations. I wanted to achieve an emotional connection by highlighting the significance of family heritage and the transition of cultural values. The film aims to provoke thought and reflection on personal growth and cultural identity, using a blend of traditional storytelling and modern animation techniques to convey its message.
FS: What are your future plans for this award winning design?
ZY: Future plans for "Renaidance" include participating in international film festivals and collaborating with global studios for wider distribution. I also plan to create supplementary materials, such as an art book and a behind-the-scenes documentary, to share the creative process and cultural insights. Additionally, I hope to inspire educational programs that use the film to discuss cultural heritage and storytelling.
FS: How long did it take you to design this particular concept?
ZY: The concept of "Renaidance" took approximately two years from the initial idea to final production. This included extensive research, storyboarding, character design, animation, and post-production. The process involved continuous iterations and feedback to ensure the narrative and visual elements were perfectly aligned with the film’s core message.
FS: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
ZY: "Renaidance" was a personal project born out of inspiration rather than a commission. The desire to create a heartfelt tribute to my grandfather's generation and explore cultural shifts drove the project. It reflects my own reflections on heritage and the need to convey these themes through a compelling narrative.
FS: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
ZY: Currently, "Renaidance" is an independent production, but I am open to collaborations with other studios and distributors to expand its reach. The production rights may be considered for leasing or selling if it aligns with the film’s vision and values. My primary intention is to maintain creative control to ensure the film's integrity.
FS: What made you design this particular type of work?
ZY: When I first shared the idea of "Renaidance," I realized that the themes of emotion and family relationships resonate universally, transcending cultural barriers. The feedback I received confirmed that this is a powerful topic that connects with people from various backgrounds. After completing the film, it was evident that these themes indeed had a broad appeal, validating my initial inspiration.
FS: Where there any other designs and/or designers that helped the influence the design of your work?
ZY: The design of "Renaidance" was influenced by the works of Hayao Miyazaki and the emotional depth found in Pixar films. Additionally, feedback from industry mentors and collaboration with talented animators and designers helped shape the final product. Their insights were invaluable in refining the narrative and visual elements.
FS: Who is the target customer for his design?
ZY: The target audience for "Renaidance" includes both young adults and older generations who appreciate rich storytelling and cultural narratives. It is aimed at those who are interested in exploring the dynamics of tradition and modernity and who seek meaningful and emotionally engaging content.
FS: What sets this design apart from other similar or resembling concepts?
ZY: What sets "Renaidance" apart is the seamless integration of art and technology. We used a Maya-centric workflow for modeling, rigging, layout, and animation, and employed Substance Painter and Substance Designer for texturing. Marvelous Designer allowed us to create realistic clothing, while Houdini enabled us to explore visual effects that resonated with the scene's emotions. Our custom embroidery tool added unique handmade thread details, giving the film a distinctive texture.
FS: How did you come up with the name for this design? What does it mean?
ZY: The name "Renaidance" is a portmanteau of "renaissance" and "dance," symbolizing the revival of traditional values and their harmonious integration with modern dreams. It reflects the film’s core theme of cultural rebirth and the fluidity of human aspirations across generations.
FS: Which design tools did you use when you were working on this project?
ZY: For "Renaidance," we utilized a range of design tools and software to achieve the desired visual and emotional impact. These included Adobe Photoshop and Storyboard Pro for pre-production, Maya for modeling and animation, and Substance Painter for texturing. We also used Marvelous Designer for clothing, Houdini for visual effects, Redshift Render Farm for rendering, and Nuke for compositing. This combination of tools allowed us to create a detailed and immersive storytelling experience.
FS: What is the most unique aspect of your design?
ZY: The most unique aspect of "Renaidance" is its seamless integration of traditional Chinese aesthetics with contemporary animation. The film’s ability to convey deep emotional and cultural messages through visually captivating storytelling sets it apart, making it a distinctive and memorable piece.
FS: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
ZY: For this project, I collaborated with a team of skilled artists and technologists. This included CG artists, animators, and sound designers. The technical team was crucial in bringing the visual elements to life, using their expertise in 3D modeling, animation, and rendering. Our use of advanced tools like Maya, Houdini, and custom pipeline scripts ensured that both the artistic vision and technical execution were of the highest quality.
FS: What is the role of technology in this particular design?
ZY: Technology played a pivotal role in "Renaidance." It enabled the creation of intricate animations and seamless visual effects that enhanced the storytelling. We used advanced software like Maya, Houdini, and Redshift Render Farm to bring our vision to life. Our custom embroidery tool allowed for unique handmade thread details, adding a special touch to the film. The integration of these technologies with traditional narrative techniques created a unique and compelling viewing experience.
FS: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
ZY: Yes, the design of "Renaidance" was influenced by extensive cultural research and audience analysis. I studied traditional Chinese art and storytelling methods, as well as contemporary audience preferences, to create a narrative that is both culturally authentic and universally appealing.
FS: What are some of the challenges you faced during the design/realization of your concept?
ZY: One of the main challenges was ensuring the cultural accuracy while maintaining a universal appeal. Balancing traditional aesthetics with modern animation techniques required meticulous attention to detail. Additionally, coordinating a diverse team and managing feedback loops was a complex but rewarding process.
FS: How did you decide to submit your design to an international design competition?
ZY: The decision to submit "Renaidance" to an international design competition was driven by a desire to share the story with a broader audience and to gain recognition for the innovative blend of cultural and contemporary elements. Competitions provide a platform to showcase the film’s unique narrative and design excellence.
FS: What did you learn or how did you improve yourself during the designing of this work?
ZY: Designing "Renaidance" taught me the importance of cultural sensitivity and the power of storytelling in bridging generational gaps. I improved my skills in integrating traditional and modern techniques and learned the value of collaboration and iterative feedback in refining the narrative and visual elements.
FS: Any other things you would like to cover that have not been covered in these questions?
ZY: "Renaidance" is not just a film but a heartfelt exploration of how dreams and values evolve across generations. It’s a project that reflects my deep appreciation for cultural heritage and my commitment to creating stories that resonate on an emotional level. This film is a testament to the power of storytelling in fostering understanding and connection.
FS: Thank you for providing us with this opportunity to interview you.
A' Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.
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