Patrick Ding
New Year
This New Year campaign’s goal was to promote vehicle service and maintenance, using the potential a new year brings to catch up on things that may have been neglected in the past. For this campaign, I had to create something that was celebratory while expressing that feeling of newness and opportunity.
The copy for this animation was written for me and I was tasked with including all the words in the limited space. To resolve this, I created the scrolling effect which allowed all the words to get a focus. The second aspect of the animation is the shine effect on the objects. It adds to the new feeling that I was trying to get across for this campaign.
Since animation was not an option for the direct mail version, I went with the main thing that everyone thinks of when it comes to the new year, the resolution. In this case, the resolution that Kia wanted to promote was the upkeep and service of the one’s vehicle.