Creative director Max Zhang and the design and motion team at Flatwhite Motion in Qingdao, China, layer up hanzi typography and a flurry of products in this tightly choreographed film for the JD Furniture Festival.

Max Zhang: “For this project, our main goal was to showcase the variety and styles of furniture without making the visuals feel cluttered. We decided to pair different furniture styles with Chinese characters, using their forms and structures to reflect the furniture’s unique features.
 

“By simplifying transitions and focusing on clean, thoughtful design, we created a natural flow that highlights the furniture styles while keeping the visuals engaging yet understated.”

 
“The key challenge was to blend the furniture’s design – its shapes and emotions – with the aesthetic of the characters. For example, with the character “中” (China), we carefully balanced the typography and the product’s composition while incorporating the fluid motion of traditional Chinese brushstrokes.

“We also wanted the animation to feel light, breezy, and comfortable, avoiding overly commercialized pacing. By simplifying transitions and focusing on clean, thoughtful design, we created a natural flow that highlights the furniture styles while keeping the visuals engaging yet understated.”
 
 

 
Client Jingdong Furniture

Production: Flatwhite Motion
Creative Direction: Max Zhang
Executive Producer: Alice Yang
Animation Lead: Max Zhang
2D Animation: Fafa Zhu, Blue Xia, Guobing, Mint Shen, Yichang Qiao
AI Animation: Moker Wang
Design: Gina Zhai, Eel Chen, Yuxuan Luo, Taco Li

Sound Design: Xiao Sha