Roots - Lunar New Year

RootsCNY-02

We celebrate the Lunar New Year with Roots and their iconic beaver mascot!

Roots, the iconic Canadian lifestyle brand, wanted to celebrate Lunar New Year with a dynamic and playful animation featuring their beloved beaver mascot. The challenge was to create an engaging 6-second animation that could effectively convey the festive spirit while maintaining brand recognition.

The concept revolves around transforming their signature beaver into various traditional Lunar New Year elements through quick, seamless transitions. Each version of the beaver represents different aspects of the celebration, utilizing various animation styles from traditional 2D to modern graphic interpretations.


Styleframe & Process

RootsCNY-02
RootsCNY-01
RootsCNY-04
RootsCNY-03
Roots LNY_storyboard_頁面_2
Roots LNY_storyboard_頁面_3

Credits

Client

Roots Taiwan

Production & Design

HYDS

Director

Cheng Ping Li

Producer

Scott Tsai

Storyboard Artist

Hsin Pin Lee

Designer

Hsin Pin Lee

Animator

Cheng Ping Li

Music & Sound Production

ULO Music

Feel free to say hi!

info@chengpingli.com

Location

Taipei, Taiwan

© 2025 Cheng Ping Li

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