American Born Chinese
Client — Disney+
Studio — Creative Mammals
Contributions — Design, Animation
— About The Project
Disney+ needed a sophisticated promo package for their new, star-studded series American Born Chinese, which premiered May 24. These promos came fresh off of the Oscar wins of Michelle Yeoh (best actress) and Ke Huy Quan (best-supporting actor), who appear alongside fellow Everything Everywhere All At Once co-star and Oscar nominee, Stephanie Hsu.
— Considerations
American Born Chinese tells the story of Jin Wang, a Chinese student living in the U.S. whose life changes radically when he meets a new foreign student and becomes entangled in a battle of Chinese mythological Gods. To promote this new drama series with an elevated look, Disney+ asked us to incorporate two key details into the design: a dark, red-and-black-centric color scheme, and something that would tie into the show’s existing key art.
— Our Approach
We created an array of refracted segments to combine different sections of the show’s key art, giving the promo package a glossy, sophisticated look. The animation is equally elegant, with subtle sweeping movements that give depth to the piece and mimic the show’s core qualities of action, suspense, and lore.
— Process Sketches & Styleframes
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Executive Creative Director — Robert Burroughs
Producer — Katie Janse
Art Direction — Robert Burroughs
Design — Bridget Herbert
Animation — Bridget Herbert, Jonathan Hunt