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Sino Feel The Motion
Sino Feel The Motion
服务设计类 項目 510 0 2022-12-30
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Chinese / English
作品简述
Feel the Motion 是一個由信和集團主辦,eMotionLAB協辦的可持續企業社會責任計劃,旨在推廣動態影像設計,培育香港藝術和設計界的未來人才。該計劃包括:動態影像行業知名大師講座及創意教學工作坊,結合業界專家的經驗分享、小組培訓及項目實踐,為年輕創意專才提供投身專業平台,進修學習及展現才華的機會。
用户价值
隨著數碼化生活時代的降臨,市場上對動態影像設計的需求日漸上升。 但無論是大眾還是企業對動態影像設計這個朝陽產業都缺乏認識,最終導致香港動態影像設計人才凋零,就業不足。 信和集團攜同我們--eMotionLAB(香港本地動態影像設計公司)舉辦「Feel the Motion」計畫,希望通過提供相關的學習、培訓和工作機會,為有志從事動態影像設計的人士提供所需的技能和知識,並通過「Feel the Motion」計劃賦予年輕人才一展所長的舞台。 「Feel the Motion」計劃主要分為兩大項目—「大師講座」及「創意教學工作坊」,當中涵蓋業界專家分享、專業指導及實踐項目機會。我們希望透過計劃增加行業初哥及公眾對動態影像設計的了解,啓發大家在藝術、設計、科技3大領域的潛能,期望為業界注入新血。 「Feel the Motion」計劃邀請超過10位本地及國際知名動態影像設計師及業界代表擔任講者,以及連結本地多間學府及設計機構合作。「業界專家分享」及「大師講座」以網上形式免費舉行,並開放予所有公眾, 包括從業人員和對動態影像設計有熱誠的人。參與者可以於網上即時向講者提問,增加雙方的互動氣氛,提高討論質素。 「創意教學工作坊」以網上形式舉行,提供共12堂網上動態影像設計課程—包括理論課程、練習和小組培訓。我們遴選30名有志投身動態影像設計行業的年輕人參加該項目,學員須完成指定的作業,每項作業都會得到一對一的導師業指導及評價;除了網上課程外,「Feel the Motion」讓學員走出課堂,實地考察本地動態影像設計公司,感受真實工作營商環境,加深了解及實務技巧,有助他們為日後在動態影像設計上大顯身手。
商业表现
Feel the Motion 計劃幫助有志於投身設計的年輕人裝備自己。 該平台力求通過專業指導來釋放他們的潛能,並激勵他們展示他們多元化的能力和才能。 信和集團透過在其旗下的商場的大螢幕展示計劃成員的作品,向當地人和遊客傳遞出正能量的訊息。 「Feel The Motion」計劃於《Marketing》雜誌舉辦的MARKies AWARDS 2021榮獲「最佳創意–企業社會責任」金獎
社会影响
我們開展了一個的前所未有的計劃,邀請知名行業專家主持講座和研討會。我們通過設計活動網站、社交媒體和線上遊戲的視覺效果來配合品牌形象,以便公眾參與其中。 活動期間,我們擁有超過 500 名新會員註冊,為網站帶來 17,000 名獨立訪問者;在工作坊申請結束之前,Instagram 帖子獲得了超過 132,000 次參與。此外,我們還為獲選的參賽者舉辦了一場有獎比賽,創作以「正面訊息」為主題的短片,他們得獎的作品將在香港 4,000 平方米的大型 LED 海濱外牆展示。
团队组织
超過10位著名的本地和國際行業專家被邀請擔任該計劃的演講者,演講者們分別隸屬於各種教育機構和設計組織。 以網絡研討會的形式舉行了行業分享和“大師講座”。Organizer: Sino Group, Host: eMotionLAB, Metors & Speakers: Wai Mo CHAN, Raymond NOGUEIRA, Agnes & Anthony, Denise YUEN, Benny LEUNG, Chris CHEUNG, Hans LIN, Hayden MOK, Kat LUK, Kook EWO, Man & Yiko, Mandy TSANG, Somei SUN, Step C. Creative Director: Mandy Tsang, Art Director: Kat Luk, Project Manager: Samuel Chan, Mo Leung, Christy Chan, Illustrations: Ivy Sin, Graphic Design: Charmian Cheung, Packaging Design: Charmian Cheung, Script writing: Alena Lo, Animation: Steven Chan, Sam Lee, Chris Ngan Sound Design: Anthony Liu
流程方法
為進一步推進信和的青年發展策略,我們設計和搭建了一個機會平台,讓青年人才可以學習和體驗動態設計行業。我們為年度活動創建了一個有吸引力的品牌—— 「Feel The Motion」,並在我們進入活動的不同階段時加插變化不斷的視覺衝擊。 我們特意使用顏色來設定活動的基調和方式,並展示活動的不同階段。 綠色和紫色恰如其分地搭配為主色,因為綠色象徵著「新的開始」,而紫色則代表著「創意」。用於開場黯淡顏色象徵著他們創作之旅的神秘開始;當天馬行空的構思開始形成,它彷如流動的球一樣漂浮,改變形狀並反射不同的顏色,因為想法相互碰撞和變形。 視覺效果添加了淺色的數碼色彩,以反映參與者在大師講座和工作坊中的啟蒙和知識增長。 我們進一步為品牌增光添彩,並在活動的最後加上全息色彩,以彰顯光明、輝煌和創新的未來,同時也表揚一群新培養的年輕運動設計領導者,希望他們繼續善用他們的能力,共同為香港建設動態設計社區。 我們為參賽者舉行了畢業典禮,並慶祝他們的獲獎作品在海濱大屏幕上放映。 為了讓我們的客人、工作人員和參與者留下難忘的印象,我們還設計了一系列活動品牌紀念品,包括為比賽參與者準備的口罩盒、T恤、徽章、禮包封和證書。
项目投入
該活動從立項到活動結束,共1年時間,投資額約為港幣96萬元。
达成情况
是次計畫旨在裝備及培育有志投身行業的藝術設計人才,促進他們的成長,助力他們展開這一令人興奮的專業領域之旅。 我們為 Sino 的年度活動“Feel The Motion”制定了極具吸引力且全面的品牌戰略。 除了設計活動的品牌主視覺,包括網站和社交媒體,我們還為年輕一代搭建了探索動態影像設計行業的機會平台,並邀請行業專家主持講座和工作坊。 為入選的參與者舉辦了動畫短片創作比賽,獲獎作品在大屏幕上展示。 這是一個獨一無二的動態映像設計項目,涉及到一個完整的品牌戰略,該戰略被實施到活動中並指導它的運行方式。 憑藉此次活動產生的高流量,該平台無疑促進了多層面的互動。 一年一度的活動能夠為動態映像行業建立長期的認可度和可持續性。 它成為本地、區域和國際志同道合的愛好者聚集在一起並帶來新想法以發展行業的重要機會。 它還讓外界組織能夠探索動態映像如何創造性地推動業務發展,同時也有望創造共享價值,培養本地年輕人才,提供新的就業機會,並從香港開始加強不同部門和行業之間的交叉合作。
Project Description
Feel the Motion is a sustainable corporate social responsibility (CSR) programme organised by Sino Group and hosted by eMotionLAB to promote motion design as a future skill for young art and design talents in Hong Kong. The “Motion Design Master Talks” and “Accelerator Workshops” combine experience industry sharing and practical hands-on training with a commissioned project as award, offering the platform and opportunities for creative young talents to pursue continued education and drive genuine career transformation.
User Value
As the digital way of life continues to grow, motion design has become a highly-demanded skillset on the market, though there seems to be a lack of understanding of its importance, and subsequently insufficient job opportunities for it in Hong Kong. Sino Group is teaming up with eMotionLAB, Hong Kong-based motion design studio, to organise "Feel the Motion" programme. By providing relevant learning, training and work opportunities, Sino Group hopes to equip those aspiring to develop a career in motion graphic design with the required skills and knowledge, and showcase young talent through the "Feel the Motion" platform. The "Feel the Motion" programme has two key components – "Master Talks" and "Accelerator Workshops" – covering sharing sessions by industry experts, tutorials and a practical project. We expects the programme to deepen the understanding of motion design among those new to the industry and the general public, and inspire interest and potential in art, design and technology, ultimately generating new blood for the design industry. More than 10 renowned local and international industry experts have been invited to be speakers of the programme, which is affiliated with various educational institutions and design organisations. Industry sharing and the "Master Talks" was held in the form of webinar. Both will be free and open to the public, including industry practitioners and motion design enthusiasts. The sessions were interactive and participants can raise questions to the speakers in real time. Meanwhile, 12 "Accelerator Workshops" on theories, practice and the hands-on training was held online. 30 successful applicants will be required to complete assignments, on which tutors will provide feedback and advice on a one-to-one basis. In addition to the online workshops, visits to local motion design companies were also arranged for the participants to experience a real-life working environment.
Business Performance
Feel the Motion' programme help young people aspiring to start a design career equip themselves. The platform strives to unleash their potential through professional guidance and motivate them to showcase their diverse abilities and talents. Through displaying their works at Sino Group's properties, Sino Group also wishes to share positive messages with locals and visitors alike Furthermore, ‘Feel the Motion’ program won the Gold Award in the ‘Best Idea of Corporate Social Responsibility’ at the MARKies Awards 2021 organized by Marketing Magazine.
Social Impact
We developed a full fledged events programme, where renowned industry experts were invited to host talks and workshops. We aligned the brand by designing the event website, key visuals for social media and online games so the general public could join in the fun. During the event, over 500 new members registered for it and brought 17,000 unique visitors to the site; over 132,000 engagements were gained for Instagram posts before the workshop applications ended. A prized competition was held for selected participants to create a short animation on the theme of “Positive Message” and their awarded works would then be showcased on the 4,000-square-metre-large LED harbourfront façade in Hong Kong.
Team Structure
More than 10 renowned local and international industry experts have been invited to be speakers of the programme, which is affiliated with various educational institutions and design organisations. Industry sharing and the "Master Talks" was held in the form of webinar. Organizer: Sino Group, Host: eMotionLAB, Metors & Speakers: Wai Mo CHAN, Raymond NOGUEIRA, Agnes & Anthony, Denise YUEN, Benny LEUNG, Chris CHEUNG, Hans LIN, Hayden MOK, Kat LUK, Kook EWO, Man & Yiko, Mandy TSANG, Somei SUN, Step C. Creative Director: Mandy Tsang, Art Director: Kat Luk, Project Manager: Samuel Chan, Mo Leung, Christy Chan, Illustrations: Ivy Sin, Graphic Design: Charmian Cheung, Packaging Design: Charmian Cheung, Script writing: Alena Lo, Animation: Steven Chan, Sam Lee, Chris Ngan Sound Design: Anthony Liu
Flow
To further advance Sino’s youth development strategy, we helped to design and build a platform of opportunities where young talents could learn and experience what the motion design industry is about. We created an attractive branding for the annual event, namely “Feel The Motion”, and installed evolving visual stimulations as we progressed to the different stages of the event. We had deliberately used colours to set the tone and manner of the event and to indicate the different stages of the event. Green and purple were aptly paired up as the main colours, as green symbolises “a new beginning” while purple stands for “creativity”. Darker colours used for the opening visuals were like a mysterious commencement to their creative journey - ideas started to form, like fluid globs that floated, changed shapes and reflected different colours as ideas collided and morphed into one another. Lightened cybers colours were added to the visuals to reflect the participants’ enlightenment and growth in knowledge as they learn from the masters talks and workshops. We further brightened the brand and topped up with holographic colours at the end of the programme, to exemplify a bright, brilliant and innovative future, and also to celebrate a group of newly groomed young motion design leaders, who are now equipped to continue building the motion design community starting in Hong Kong. We held a graduation ceremony for the participants of the competition, and celebrated as their awarded works were shown on the harbourfront big screen. To make the event memorable for our guests, staff and participants, we created a series of merchandising that echoes the brand for the event, including masks, t-shirts, pins and certificates for the participants of the competition.
Project Investment
The event started in May 2020 and was accomplished in April 2021. We invested HK$960,000 in this project.
Project Achievements
Feel the Motion aims to equip and accelerate the grouth of art and design talents striving to start a professional journey in this exciting field, which is bound to become one of the most decisive trends and sought-after capacities in changing th future game. We created an attractive and comprehensive branding strategy for Sino’s annual event “Feel The Motion”. Besides designing the brand key visuals of the event, including website and social media, we also built a platform of opportunities for the younger generation to explore the motion industry, and invited industry experts to host talks and workshops. A prized competition was held for selected participants to create a short animation, and their award-winning works were showcased on a big screen. This a one-of-a-kind motion graphic design programme that involved a full fledged branding strategy that was implemented into the event and directed how it was run. With the high volume of traffic generated at this event, this platform had undoubtedly encouraged interactions on many levels. The yearly event is able to build long-term recognition and sustainability for the motion graphic industry. It becomes an important opportunity where the like-minded enthusiasts both locally, regionally and internationally could come together and bring in new ideas to grow the industry. It also allows for organisations to explore how motion graphics can creatively advance their business, but also a prospect to create shared value of grooming local young talents, providing new job opportunities, and increasing cross-collaborations between different sectors and industries starting in Hong Kong.
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