Standing cool award is sponsored by the Chinese popular designer community stand inc. Is a comprehensive design awards, “2018” standing cool prizes received from all over the world thousands of entries, after two rounds of rigorous review, 191 candidates, involving 16 categories, including 16 bottles stand cool bonus award and special award 15 bottles reviews also unveiled 2018 standing cool awards on the night of the night.
“2018 standing cool prize” widely endorsed at the same time, we also hope you more attention to the recipients of the creation of the unknown road, standing or special “2018 standing cool prize” review special award winners, tells the story of the award-winning works behind the scenes, after all, you can see their front shiny, rarely get behind the scenes of their, Follow xiaobian to listen to their heartfelt words.
“2018 Zcool Award” Category H5 Special Award “JINGdong Technology Future CITY H5-City OF CUBE”
As an H5 case OF CLASS B, “JINGdong Technology Future CITY OF CUBE” fits the positioning and shaping OF jingdong brand image. Starting from the perspective OF user experience, it simulates a future CITY with three-dimensional clues OF urban roaming, and brings a delicate and smooth shuttle feeling through multi-frequency perspective change. The whole animation has a consistent rhythm, which attracts users to immerse themselves in it, and reflects the brand spirit and attitude in a relaxed and interesting way. The main vision is the star style and the sense of space in the universe, which highlights the sense of future, science and technology, and mystery.
Guest profile
Zhu Qing, founder of NIX Studio, manga writer @Genius Zhu Qing.
Engaged in creative design of new media for many years, good at controlling popular elements and visual creativity of different types of advertising works, providing design drawings and illustrations for many films, books and other works. Served for many domestic and international brands, and led the team members to produce many industry reputation works.
Paranoid works beyond party A’s expectations
— Interview with Zhu Qing, winner of H5 Category Special Award of 2018 Zcool Award
Zcool: How do you know about the Zcool Award? What is the most impressive part of the process from submission to shortlisting to award ceremony? Why is that?
Zhu Qing: is our small partner in the station cool home page to see, and then signed up to participate in. The most impressive part is the speech by Mr. Hei Yiyang and Mr. Yan Xiaoli. Their ideas are very touching. In addition to the visual beauty of the works themselves, the content is also of great artistic value. For example, the black one closed the teacher’s fashion show a bit of magic set of vision, clever at the same time so that obsessive-compulsive disorder in comparison to cause comfort.. There is also the project “I Like World of Flowers”, in which banknotes of all countries are cut into flowers for exhibition, which makes me feel a kind of resonance. By introducing the illustrations of two or three picture books, Teacher Yan Xiaoli made a rational judgment on what kind of picture books are good drawing instinct through very emotional language, which inspired me a lot.
Zhicu.com: The work H5-City OF CUBE, which won the Special Award OF H5 category OF Zhicu.com Award 2018, is an H5 work OF CLASS B. What is the project background OF this work?
Zhu Qing: JD needs to hold a JD CUBE conference on 618 in 2018, which mainly talks about JD’s future business prospects. It is also an imagination about our shopping, logistics and modern life in the near future. Therefore, when it comes to the actual content, we need to prepare a series of materials for the conference, including the offline exhibition video, the online transmission of H5, and the hot field of the conference video, etc.
In “Jingdong Future City of Science and Technology”, unmanned trucks, drones, unmanned warehouses, AR intelligence and other elements appear. Why do you choose these elements? How do you define “city of the future”? Do you have any eggs for everyone?
Johnnie: the word “near future” is very popular recently, so these elements are in the near future we will appear in the future to the product, of course, this is also a customer the development of the main business, and these products can be through each time point in our life, so I chose these elements. From the perspective of science and technology, the city of the future is not far away from us, and some imagined life scenes are being realized at a fast speed. However, this speed can be a bit scary at times, so the city of the future should be a lot hotter than just speed. In fact, at the end of H5, people will get a future card of their own, but if they can gather together nine cards, they can form a whole city, which also represents the interconnection of future cities.
Zhicu.cn: “H5-City OF CUBE” creates a three-dimensional urban roaming clue, with multi-frequency perspective conversion and exquisite shuttle feeling, attracting users to immerse themselves in it. How long did it take to develop such an H5? Can you give us a brief description of how this piece was made? What was the biggest difficulty in implementing it? How did the team overcome it?
Zhu Qing: The production time of this H5 is very tight, the total production time is one month, but in fact, the technical implementation of the development is not very difficult, mainly the planning and visual production is quite difficult. Time is still the biggest problem in the production of this H5. After determining the sketch of each scene, we started to model separately. To save time, render separately after modeling, animate simultaneously, and paste the material back later. The illustrations on the result page are synchronized. In this process, everyone on the team has to be highly coordinated, because there is no time to start over.
Zhicu.com: Apart from the high-tech H5, what other activities will JINGdong 618 promote? What is the media strategy? How does this H5 complement other transmission actions?
Zhu Qing: After the production of this H5, through the pre-designed screen size, the final output of the horizontal version of the video, as well as the vertical version of GIF, video, etc., for offline exhibition and the scene of the JD CUBE conference. So from the very beginning you need to think about how the material will be used for different screen sizes.
During the process from proposal to project release, what impressed you most? Why is that?
Zhu Qing: Actually, the most profound thing is the perfect coordination of the team for such a detailed H5. Everyone should make enough efforts in their own links and try their best to improve the details of their own parts. Illustration, storyboard, design, modeling and animation all need to make their own parts more complete, so as to facilitate the connection between each link.
As party B, what communication skills or experience would you like to share with us? (Please give examples) As the party B of JINGdong, have you gained any new communication skills between Party A and Party B?
Zhu Qing: Actually, as party B, in terms of communication with customers, I think the most important thing is not to be afraid to do more work for nothing. Of course, not blindly make a hundred choices for customers to choose. But for every decision you make, you need to have sufficient “evidence” to explain to the client why you did it, why the vision or idea defined it. A more professional answer, both in form and color, is more effective. In fact, every customer can also be regarded as a strange communication object. In order to let a person who is not familiar with you spend money to buy your things, you need to present your things to the other party more sincerely, so as to enhance the desire of the other party to buy. No matter the size of the project, we are always obsessed with original output. For Party A, what we give can exceed party A’s expectation and psychology every time, so that the project can be more smoothly promoted.
Tell us about your team. When was NIX Studio founded? What major changes have you experienced so far? In your opinion, what is the fastest growing stage of a team?
Zhu qing: It has been two years since NIXStudio was founded. Within two years, NIX has expanded from a small team of four to a team of more than ten people, which is inseparable from the responsibility of each member of the team for the creation of this matter. I think the team is growing every day at a fast pace, and sometimes I feel like I can’t keep up with the team [laughs]. Everyone in NIX is a paranoid dreamer, and because of that, they love it. NIX has not only expanded its capacity, but also made everyone in the team more mature and stable in mentality. In fact, it is easy to collapse mentally when projects are piled up. However, only by resisting and still treating each work with heart can we really break through and become better.
As a new entrepreneur, what entrepreneurial experience do you want to share with everyone? What are your expectations for the future of NIX Studio?
Zhu Qing: Actually, the so-called entrepreneurship is when your creation is not enough to finish by yourself, and you want to do more things, the team will naturally come into being. Therefore, when I was growing up, it was the happiest thing for me to have a group of like-minded people doing the simplest things together every day. There is no harem fight here, there is only a beginner’s mind. Advertising industry competition pressure is huge, in fact, every day with the closure of tomorrow, but also to do a good job in today’s work in the mind to carry out creative, design. But the truth is, as long as you take each project seriously, no matter how tired you are, you have to finish what you already have in hand, there will be another project. I hope NIX can become a more professional team and create larger works so that more talented partners can give full play to their talents in such a Studio.
NIX Studio once created a music box H5 of Music City for Siemens, which is also a city theme. Please give us a brief introduction of this “city”. What are the advantages of this work?
Zhu Qing: When we made this Music City for Siemens, we focused more on connecting cities with technology, making urban clusters have smart brains and making people’s lives more convenient and comfortable through digitalization. In fact, we made this H5 more carefully, because under each city, there are four ICONS representing the technologies that make the city run, just like the gears of a music box. In addition, there will be a long map below, which is a 2D long map of seven music box cities, so as to achieve the goal of smart city cluster. In terms of music production, music box music with more sense of science and technology has been remade, so that the city has more romantic elements in.
Apart from the above two works, do you have any other satisfactory works that you would like to share with everyone? (Can be non-H5 works) Please give us a brief introduction of the highlights of this work.
Zhu Qing: Last year, we made a complete set of Livephoto wallpaper with the theme of 12 months for Siemens. In this wallpaper, we conveyed the theme of each month through beautiful and romantic pictures, and added the business related to Siemens in a very soft way. For example, the theme of June is Children’s Day. The rabbit rides the subway and comes to the platform. Two children are ready to get on the train. But the subway also embodies Siemens’ subway signaling system. For example, April is the beginning of spring. A boy carrying a schoolbag is running on the grass. The picture is full of youth feeling, and the technology of Siemens customized sneakers is reflected in this picture. So this set of wallpaper became a, if you see the wallpaper alone, will feel very warm, very good-looking. But once you understand what it says about the customer, it’s really neat. Such advertising works are more favorable.
Zhicu.com: Zhicu.com has been committed to “making design more valuable”. In your opinion, what are the ways to make design more valuable?
Zhu qing: We live in an Internet age where everything you do can have a huge impact online. Advertising, in turn, happens to be a form in which your work is guaranteed to be exposed to the public. In this faster and faster world, advertising is also getting faster and faster from all angles. However, at this time, I think as a designer and an advertiser, I should “slow down” more, which is reflected in the work can withstand precipitation. Strive to make not so fast disappearing works, so that each piece of work is worth precipitation is retained. So in my opinion, being able to make design timeless is a way to make design more valuable.
Many people say that the art form H5 is on the decline. What do you think about that?
Zhu Qing: As long as it is a form, there will be the possibility of downhill. That’s because when a form breaks out, everyone tries to imitate it, mixing in the good and the bad. Because at the time, there was enough freshness in the form to support the release of so many H5s. But when the audience has become tired, some mediocre H5 will be eliminated after the storm, and the really good H5 will still be retained. Although H5 has been difficult to give customers a greater sense of freshness, as a good advertising work, it will still be recognized by the market and advertisers. Therefore, it is not that this form is on the decline, but that the general production has been difficult to get good results in this form, and fewer and fewer people will do it naturally.
In recent years, the screen H5 emerges in an endless stream. What characteristics do you think a good H5 work should have?
Zhu Qing: A good H5, I think, will have three characteristics: sufficiently novel form, resonant values, and cool visual experience. Any one of these three features would be a good H5.
How long have you been in the H5 design industry? In your opinion, what is the core competitive value that differentiates you from others as you increase your years of work and experience?
Zhu Qing: I was also involved in H5 as a designer at the very beginning. Since the establishment of NIX, we have started to independently complete an H5 from beginning to end. But as a designer, I’ve had five or six years of experience. As for the core competitiveness, in fact, in addition to the most important idea, what is more important is the consistent sense of responsibility for every project.
Zhicu.com: What is the hot topic for H5 designers recently? What’s your opinion on this issue?
Zhu Qing: Maybe H5 will not be eliminated and so on. Actually H5 as a form of advertising, he and other forms of no special big difference, I think after the H5 is also developed in the Internet, SNS with a form, so from a theoretical perspective, as long as the medium, H5 won’t die, because, in the medium of H5 can show the possibility of more visual and interactive. However, from the perspective of advertising production, its demise or not will not affect the development of an advertising company, because H5 is only a form of bearing, for the advertising company, to do H5, or a video, or an animation advertising, there is no big difference. So we would never say NIX is an H5 production company, such a definition would be very narrow and unprofessional. If a company can only make H5, it should not be a visually oriented advertising company, but a software programming company.
In order to continuously optimize the user experience of Zcool Award, what would you like to say to the organizing committee of Zcool Award? What do you want to say to designers out there?
Zhu Qing: Teachers have worked hard. What teachers do is right. (Laughter) I hope we can work together to create better design works, communicate with each other and grow together.
Didn’t see enough? Click “station cool award previous winners” continue to give you a good look!
Standing cool for successive work: http://awards.zcool.com.cn/previous/2018/index.do
Interview hosts: Li Yang, Jiang Xiaolang
Design: Kafka by the Sea