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Illustrator Rod Hunt collaborated with animation company Bewilder to create an animated bumper for the Sogo Hong Kong department store on their huge Cvision HD video wall.
Sogo wanted the bumper to be a welcomed break from commercially-driven content and to draw inspiration from MTV and Adult Swim, channels known for their creative and expectation-defying bumpers. Rod was granted artistic autonomy and thematic freedom to create an animation that showcased his creative vision and personality. Rod created two versions of the close-up Sogo street scene frames for the transition from day to night, and collaborated with animation company Bewider to bring his vision to life.
Rod wanted to use the bumper to show that Hong Kong is not just a city with tall buildings, but also has a strong connection with nature - three-quarters of the land in Hong Kong is countryside. The story starts from the top of the mountain at Jardine’s Lookout viewing the ground from the sky, then flying over the Hong Kong Stadium and Victoria Park, finally drawing into Sogo’s CVISION and an abundance of swimming Koi fish. Cvision is Asia Pacific’s largest high-resolution, LED wall. At over 72W x 19H meters in size, the media platform towers over one of the busiest, pedestrian intersections in the world.
The piece received 3 Merits in 3x3 Mag's International Illustration Annual No.16 awards and was shortlisted in the Site Specific category at the Association of illustrators World Illustration Awards 2019.