Lionsgate First Launch Key Visuals
2019 / Lai Sun Group
Creative Concept / Art Direction
Lionsgate Entertainment World
Background
Lionsgate, being one of the major movie studios in the world, was looking to expand its platform into the theme park industry. It launched the world first Lionsgate Entertainment World at Novotown, Hengqin in 2019.
With the edge of owning various IPs & assets, the brand developed 3 innovative entertainment experience around different movies. Its first campaign aims at promoting the new IP-based attractions at Novotown, showing the movie scenarios associated with whimsical, realistic gaming experience.
Idea
全感官電影主題互動場館
身臨其境 體驗無止境
Where Movies Come Alive
15s Add-on TVC
Layout Stage
Model building from 0 & align with talents' postures
Inner car structure & texture reference
Second draft - align the background cityline
Third draft - Add in details
Final color correction
Layout stage
Background modelling reference
First draft - build model to align the talents' postures
Second draft - posture changes
Third draft - proportion changes
Final color correction
Layout stage
Build model from the gameplay reference
Rough key to align with the talents' postures
First draft with retouched wolves
Second draft
Final color correction
Credits
Agency
Leo Burnett HK
Executive Creative Director
William Li
Associate Creative Director
Dave Ho / Keith Lam
Art Director
Venus Li
Photographer
Lewis Ho
Retoucher & Renderer
Kim Ho