Hong Kong-based Brand Energies crafted a dancer out of ribbons of light for the main titles for China Showbiz, a televised talent show that airs on China’s CCTV4. Brand Energies also used the design, which reimagines the traditional Chinese ribbon dance, to create the show’s new motion-graphics package.

To create the sequence, the agency recorded a ballet dancer in London using 3D motion capture. It then took that recording and forged a spectral look for the dancer, with ribbons of colorful light encircling her. Brand Energies worked with London-based creative studio Coffee & TV on the animation.

The dance sequence is intercut with the China Showbiz logo, the characters of which were given a prismatic sheen by Brand Energies. In the show’s graphics, a tiny version of the dancer pirouettes across the screen.

CCTV4 launched the new package on August 8.

CREDITS

Client: China Central Television’s CCTV4

Creative Agency: Brand Energies

Founder, Creative Director: Sandy MacMillan

Designer/Director: Jason Keeley

Account Director: Saisai Li

Producer: Celia Chapman

Animation: Coffee & TV

Compositor: Jonny Stopford

Music: David Lowe

Tags: animation brand energies cctv4 coffee & tv hot spots main titles


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