Animated culinary adventures
Our first major project for Lee Kum Kee was a true extravaganza of incredible animation, live-action, and delicious food. The promo, for Lee Kum Kee’s range of products, to be released in tandem with Chinese New Year 2023, followed a protagonist’s journey through an Asian inspired wonderland upon biting into a delicious piece of food.
Merging live action and animation, our protagonist transforms, in a burst of energy, into her animated form. Our animation for this one played with a range of aesthetics inspired by Chinese art and culture, with our protagonist falling down a rabbit hole of traditional Chinese painting, chunky 3D renders before a series of longer scenes created in a watercolour-inspired style, a cartoony-animation style, and a bladerunner-infused vision of a futuristic Asian city carry us through the film.
The project gave the team a chance to flex their animation muscles, with cel-animated spinning Chinese lanterns, an insane hoverboard kickflip, and an enormous giant squid leaping through the air, all playing with different softwares, techniques, and perspectives.
2022
2023
2024
The recipe for success
The sequel to our 2023 campaign led us to the Year of the Dragon, 2024. In this film, we saw a magical dragon take a young protagonist on a culinary adventure, gathering various dishes for a magical, climactic feast with all the family (the family being, of course, a family of dragons). Fun and fantastical, with an incredibly quick turnaround, providing a wide range of assets for different Lee Kum Kee markets around the globe.
Soyperheroes saw us have a blast combining magical characters with beautiful live-action cookery shots. Our various heroes would swirl, duck and dive around the kitsch, zapping, fireballing, and levitating ingredients in pots and pans along the way, a range of dishes, all exquisitely shot.
Chinese NY 2023 - Year of the Rabbit
Chinese NY 2024 - Year of the Dragon
Soy-per Heroes
Oyster Sauce Taste Test
Bringing flavour to the forefront
Adding live action into the mix
As well as producing vibrant animations, we have worked with Lee Kum Kee on a number of live-action projects. Most recently, we produced a series of Taste-Test films for their Oyster Sauce product featuring talent trying two different versions of a traditional dish; one with Oyster Sauce and one without. We filmed the series in London in a stunning penthouse across two days.
Our filming with Lee Kum Kee continued in late 2023 with a series of recipe videos for Chinese New Year 2024. Taking inspiration from traditional Chinese New Year elements and mixing them with modern aesthetics and techniques, we produced a series of over 200+ outputs in various languages, lengths and aspect ratios showcasing the Lee Kum Kee range being put to use in a number of dishes. This series saw us return to London and shoot at the fabulous N5 Studios. We will be returning there soon for our next recipe series with Lee Kum Kee in the coming months.
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