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水怪异志 The Strange Tale of Water Monsters

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motion graphic animation animation graphic design ILLUSTRATION graphic motion chinese strange monster design
 Jun. 2018
「水怪异志」  2019·春夏  密扇服装秀主题推广 
The Strange Tale of Water Monster S/S 2019 MUKZIN Fashion Show Theme Promotion 
多媒体设计 MULTIMEDIA DESIGN | 概念设计 CONCEPTUAL DESIGN



「水怪异志」作为实验项目，其研究内容是利用插画进行品牌推广，为服装品牌进行时装秀的视觉形象设计。设计内容包括MG动画创作和线下物料设计。密扇Mukzin作为本次视觉形象设计的虚拟甲方。
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中国的神话故事中每一个神话形象大多都反映了古代人们对世界起源、自然现象及社会生活的不同理解,它们又通过超自然的形象和幻想的形式表现出来。《山海经》是一本中国志怪古籍，也是一本荒诞不经的奇书，不但具有非凡的文献价值，一直以来也都是诸多设计工作者创作灵感的源泉。我们尝试从中国的本土文化出发，以《山海经》中的水怪作为这次创作的基本要素。在水怪的形象设定上，我们以《山海经》原文为引，摘取了山海经中对水怪特性的描述，釆用拟人形象并结合工业器械元素对水怪进行重构，尝试打破人们对水怪传统形象的认知，用现代人的视角对其进行新的诠释。水怪也不再隐匿于人迹罕至之处，他们可以扮演模特并走上时装秀场。   
As an experimental project, "The Strange Tale of Water Monster" aims to promote a clothing brand through an illustration and design fashion shows' visual image. The design includes animation creation and offline material design. Mukzin, as the virtual client, is responsible for the graphic image design of this project.
Each mythological figure in Chinese mythology reflects ancient people's different understandings of the world's origin, natural phenomena, and social life, and they are represented in supernatural images and imaginative forms. "The classic of mountains and seas" is a Chinese classic of strange stories, an absurd and fantastic book with extraordinary literary value, and has always been a source of inspiration for many design workers. We attempt to start from China's local culture and use water monsters from "The classic of mountains and seas" as the essential elements for this creation. In the image design of the water monster, we took the original text of "The classic of mountains and seas" as a reference and extracted descriptions of the characteristics of water monsters from it. We combined human-like images with industrial elements to reconstruct the water monster, trying to break people's traditional understanding of the water monster's image and interpret it from a modern perspective. Water monsters no longer hide in remote places where people seldom go but can be models and walk on the fashion show stage.
motion graphic animation animation graphic design ILLUSTRATION graphic motion chinese strange monster design



motion graphic animation animation graphic design ILLUSTRATION graphic motion chinese strange monster design
Background scene 后台场景
motion graphic animation animation graphic design ILLUSTRATION graphic motion chinese strange monster design
Background scene 后台场景
motion graphic animation animation graphic design ILLUSTRATION graphic motion chinese strange monster design
Waiting scene 候场场景
motion graphic animation animation graphic design ILLUSTRATION graphic motion chinese strange monster design
Show scene 秀场场景



motion graphic animation animation graphic design ILLUSTRATION graphic motion chinese strange monster design
motion graphic animation animation graphic design ILLUSTRATION graphic motion chinese strange monster design
motion graphic animation animation graphic design ILLUSTRATION graphic motion chinese strange monster design
motion graphic animation animation graphic design ILLUSTRATION graphic motion chinese strange monster design
motion graphic animation animation graphic design ILLUSTRATION graphic motion chinese strange monster design
motion graphic animation animation graphic design ILLUSTRATION graphic motion chinese strange monster design
motion graphic animation animation graphic design ILLUSTRATION graphic motion chinese strange monster design
motion graphic animation animation graphic design ILLUSTRATION graphic motion chinese strange monster design
motion graphic animation animation graphic design ILLUSTRATION graphic motion chinese strange monster design
何羅 ：“一首而十身，其音如吠犬，食之已扈。” 《山海经·北山经》
motion graphic animation animation graphic design ILLUSTRATION graphic motion chinese strange monster design
虎蛟 ：“其状鱼身而蛇尾，其音如鸳鸯。食者不肿，可以已痔。” 《山海经·南山经》
motion graphic animation animation graphic design ILLUSTRATION graphic motion chinese strange monster design
鯈庸 ：“如黄蛇，鱼翼，出入有光，见则其邑大旱。”《山海经·东山经》
motion graphic animation animation graphic design ILLUSTRATION graphic motion chinese strange monster design
鯈鱼 “如鸡而赤毛，三尾、六足、四首，其音如鹊，食之可以已忧。”《山海经·东山经》
motion graphic animation animation graphic design ILLUSTRATION graphic motion chinese strange monster design
珠鳖 “肺而有目，六足有珠，其味酸甘，食之无疠。”《山海经·东山经》
motion graphic animation animation graphic design ILLUSTRATION graphic motion chinese strange monster design
蛫 “有兽焉，其状如龟，而白身赤首，名曰蛫，是可以御火。”《山海经·中山经》
motion graphic animation animation graphic design ILLUSTRATION graphic motion chinese strange monster design
motion graphic animation animation graphic design ILLUSTRATION graphic motion chinese strange monster design
motion graphic animation animation graphic design ILLUSTRATION graphic motion chinese strange monster design
motion graphic animation animation graphic design ILLUSTRATION graphic motion chinese strange monster design
motion graphic animation animation graphic design ILLUSTRATION graphic motion chinese strange monster design
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AWARDS 获奖奖项

KAN TAI-KEUNG DESIGN AWARD 2018  Student Group - Bronze Award
靳埭强设计奖2018 学生组 - 铜奖 
2018 PLATINUM ORIGINALITY INTERNATIONAL UNIVERSITY STUDENTS GRAPHIC DESIGN COMPETITION - Bronze Award
2018第十九届白金创意国际大学生平面设计大赛 多媒体设计 - 铜奖​​​​​​​
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PROJECT INFOMATION 项目信息

INSTROCTOR: Yan Cai / mohouqie /  Yuan Deng
设计指导: 蔡燕 / 莫厚切 / ​​​​​​​邓源
CHARACTER DESIGN: Yan-tung Leung / Hiu-lam Wan 
角色设计: 梁欣彤 / 尹晓琳
GRAPHIC DESIGN: Yan-tung Leung / Hiu-lam Wan / jiucai  
平面设计: 梁欣彤 / 尹晓琳 / 梁子遥
DYNAMIC DESIGN: Yan-tung Leung / Hiu-lam Wan / jiucai 
动态设计: 梁欣彤 / 尹晓琳 / 梁子遥





水怪异志 The Strange Tale of Water Monsters
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