Asian Artist Agenda
Motion Design ⋆ Storytelling
Year: 2022
Organisation: QUT
Blurb: Motion design project for a fictional art festival centred around rising Asian Creatives.
The Brief & The Goal
Our cohort was tasked with developing a brief and project which demonstrated our growing expertise in the field of motion design. I decided to develop a branding video for a fictional art festival ~ Asian Artist Agenda (AAA) ~ which centres around rising Asian Creatives. As a brand, AAA seeks to platform diverse Asian voices within the creative industries and amplify their narratives to disrupt society’s prevailing visual culture and empower young, marginalised artists. I imagined that AAA would require a promotional video which simultaneously called for submissions and generated hype for the festival. My goal for the final piece was to ensure it embodied the vibrant, spunky spirit of AAA’s brand message.
The Idea & The Magic
The idea for AAA actually originated from a weekly typographic challenge that I completed in 2021 ~ whereby, we had to design a conference line-up brochure. This brochure is featured at the bottom of the page to demonstrate the evolution of AAA’s art direction. In approaching the new kinetic brief, I wanted to pivot the brand into something with a stronger story; something which budding Asian creators could see themselves in. Hence, I turned AAA into an art festival specifically championing young creatives and the pillars of Asian identities ~ with particular emphasis on my experiences as a Malaysian-Chinese diaspora pursuing a creative career. All of the imagery relates to personal anecdotes which tethers me to my identity in times where I feel lost or disempowered owing to the prejudices others may pin on me. The final piece is a love letter to the cultural narratives which make us special ~ encapsulated within a bold, tenacious brand to empower us to believe that our voices deserve to be heard and that we can make our creative dreams, realities.
