WILLO - [SK Innovation] 이노잡화점 EP2. Insert Animation

SK Innovation, a global leader in energy and chemical industries, is committed to a sustainable future. As part of this project, we created an animation set in a fictional space called Inno General Store, featuring actor Shin Goo.

FINAL OUTPUT

In the story, Shin Goo listens to customers’ stories and shares SK Innovation’s corporate philosophy. The animation seamlessly integrates with live-action footage to convey the company’s message in a relatable and heartfelt manner.

To match the warm sentiment of this narrative, we produced a short hand-drawn animation illustrating the story of SK Innovation and the creation of Ulsan Grand Park. Within the project’s constraints, we focused on achieving high-quality illustrations and charming bird animations to bring the story to life and maximize its emotional impact.

KEY VISUAL IN PROGRESS

For this project, the focus was on storytelling through the emotional impact of illustrations rather than flashy animations, which made the style frames particularly important. The scenes portrayed citizens enjoying happy moments in the park, with an emphasis on enhancing individual details while maintaining overall harmony. Special attention was given to making the shapes of trees and grass as varied and dynamic as the people in the illustrations, adding depth and vitality to the visuals.

BIRD DESIGN IN PROCESS

The emphasis on greenery and trees served to highlight the red birds, which symbolize the company’s BI and play a central role in driving the narrative. These birds, inspired by the round and cute image of a babbling thrush, feature short legs, large wings, a pointed forelock, and black, adorable eyes. Designed to be especially endearing to children, the birds needed to stand out while harmonizing with the overall visuals. Great care was taken to balance the green and red elements effectively, ensuring the birds captured attention while complementing the story.

STYLE FRAMES

In this project, we ensured consistency across all scenes by applying the key visuals, bird design, colors, and texture tone and manner. This unified approach strengthened the connection between the story and the visuals. The team primarily used iPads with Procreate for the work and thoroughly enjoyed the creative process.

ANIMATION IN PROGRESS

While the animation maintained a light and gentle overall tone, cel animation was selectively applied, focusing entirely on the adorable bird character. This choice brought a sense of liveliness and charm to the entire project, enhancing its emotional impact.

FINAL SCENES

The completed animation beautifully captured the initial warm and comforting vision. Special thanks go to the client, the designers, and, of course, our little bird for bringing this project to life.