::: PROJECT :::
Crocs
::: CATEGORY :::
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3D|
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Motion Design|
::: YEAR :::
2020
::: SYNOPSIS :::
Plus Minus Creative came with a task from no other than Crocs this time. The idea was to create a China relevant Jibbitz story to build the environment for Chinese young explorers
expressing theirselves and develop jibbitz habit in China. In short it was a blend of the country's local culture with recognizable unique visual language.
What is a Jibbitz you may ask? For more info keep exploring down below.
The theme direction
Every city has their own character. Beijing is one of the oldest cities in the world, with a rich history dating back three millennia. Shanghai, in addition to its modernization, the city's multicultural flair endows it with a unique glamour. Chengdu, China's unassuming third city nurtures homegrown trends and proves to be a petri dish for the country's contemporary sartorial tastes.
01 :::
Shanghai Art style
Shanghai represents contemporary art in China by been influenced all around the world on art and fashion trend. The illustration style use clean lines and decoration elements & color to represent Shanghai understanding of graphic art.
The color inspiration is from neon lights of west Nanjing road, high color saturation and high lightness represent the modern and wonderful Shanghai night.
02 :::
Beijing Art style
Woodcut is a traditional relief printing technique in printmaking. For the origins of the technique, development in Asia, and non-artistic use in Europe.
The color inspiration is from the Forbidden City, low color saturation and high lightness represent the age of all the history and memory of this city.
03 :::
Chengdu Art style
Chengdu's fashion-forward millennials have become the most visible clue to the city's unofficial new status as China's capital of cool. Cartoon is one of the most popular hobby and topic for young people. We chose hand drawing cartoon style to deliver the edgy attitude in jibbitz.
" Remember a space walk a day, keeps the doctor away.
Hit me up with your space thoughts! "
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