To celebrate the Year of the Rooster, Bee Cheng Hiang released a set of animated Chinese New Year e-cards for digital sharing. These short-form videos were designed to bring festive greetings to life in a visually engaging and culturally festive way.

My Role

Animation & Visual Storytelling:

• Animated the existing illustration and packaging assets, transforming static visuals into lively, animated e-cards
• Brought the rooster-themed elements to life through simple motion, timing, and visual rhythm to match the CNY spirit
• Designed each animation to convey narrative flow within a short duration, making the experience both celebratory and shareable

Design Approach

• Asset Reimagination: Repurposed design assets from packaging and adapted them for motion-driven storytelling
• Short-Form Engagement: Focused on bite-sized animations with clear visual flow and festive pacing for quick viewing and sharing
• Festive Tone with Brand Warmth: Kept the tone joyful and culturally rich, aligned with Bee Cheng Hiang’s seasonal identity

Outcome

• Created a series of animated e-cards that extended the festive campaign into the digital space
• Transformed static design into animated storytelling, enhancing brand engagement
• Supported seasonal greetings across social and messaging platforms with a branded, delightful user experience