Director/team leader Jaewoo Lee at creative agency Grabit in South Korea: “We have gone through numerous planning processes for a brand project called the ‘Thinking Lab’.

“Character design, brand film planning, production, brand illustration, and mobile version were carried out in a full package.

“We also thought: How can we create a simpler look? We’re full 3D, but we’re going to try to look like 2D. From the process of 2D illustration to numerous compositions. Finally, we focused on showing the color of the brand well.”
 

Client: Thinking Lab

Production: Grabit
Director: Lee Jae-woo
3D Artist: Lee Jae-woo, Choi Jeong-myeong
Ilustration: Jin Se-in
Animation: Byun Arum-bichi