For WPA Online Interview - Hello Auntie! Sketchbook

Creative Process Journal

Hello, Auntie!

Wu Ruoyi

F17DM0910

Creative process journal Project 01 Hi, Auntie!

Feb, 2020

CONTENTS

01

RSA brief: The Platform of Joy

2

Starting the brief

02 Research

03

小学生虐心情史 《阿方梦游记》理财广告 Report

5 6 7 10 11 13 17 19 21 22 23 24 25

Mindmap About Platform Mindmap About Joy Mindmap About Chunyun Mindmap About Chinese New Year

34 35 36 37

Return Brief Brand Taxonomy Character Concepting

39 40 43

Jewel, Changi Airport Edmonton airport gets short story vending machine EE.LAB 情感勘探所全记录 交互装置 —— 网易考拉笑容 ATM | 笑一笑，能致富！ Online payment firms launch hongbao battle to entice users Superfiction Studio What I Do is for your own good The structure of Guangzhou South Railway Station Documentary: 中国春节 —— 全球最大的盛会 第一集 回家 Documentary: 中国春节 —— 全球最大的盛会 第一集 团圆 Documentary: 中国春节 —— 全球最大的盛会 第三集 欢庆

Brainstorming

04 Concepting

05

Body and Facial expression Clothes design

45 46

Modeling Rigging Sewing Texturing & Lighting 4 character basic render

49 50 51 52 53

Color scheme Typography Poster Packaging Name and Personality Station superimpose

55 56 57 58 59 60

Case film - script Case film - Storyboard A1 Presentation board

62 63 64

毕设应该天马行空还是基于现实？ 多扯鬼话，这本身就是一种工具。

67 67

Sketch

06 Execution

07 Application

08 Presentation

09 Reflection

01

Starting the brief

2

3

02 Research

Case study Jewel, Changi Airport

Designed by safdie architects and opening on april 17, 2019, jewel changi airport serves as a vibrant center of community activity, combining an immense indoor garden with retail and operational facilities to create a new destination for the airport. in addition to the expansive indoor landscape, the soaring glass-enclosed building also contains retail galleries, restaurants, a hotel, and landside airport operations.

5

Edmonton airport gets short story vending machine

Waiting in line at the Edmonton International Airport just got a bit less boring thanks to the recent addition of a short story vending machine. With the punch of a button on the Short Story Dispenser, weary travellers can select a free one, three-, or five-minute read by a local author, which is printed on a “papyrus” – a small scroll of paper much like the receipt you get from an ATM. The machine is the creation of French startup Short Edition, which has placed 150 Short Story Dispensers in cafés, schools, and public venues since the company’s founding in 2011. The Edmonton machine is only the second in an airport, however, with the first being at Lyon–SaintExupéry Airport in France.

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Edmonton writer Jason

Norman brought the Short Story Dispenser to the attention of the Edmonton International Airport and worked with Traci Bednard, vice-president of digital strategy for the airport, to have one installed. In keeping with Short Edition’s own ethos of promoting local storytellers, Norman – editor and publisher of 40 Below, an anthology of original works inspired by Edmonton winters – pushed to have the machine produce short fiction by local authors.

“The feedback has been outstanding,” Bednard told CBC Radio in a segment on Spark with Nora Young.

“Passengers like the idea that they can self-serve stories from a machine and recognize that they’re consuming the work of a local artist.”

EE.LAB 情感勘探所全记录

BY HOTSAR Emotional Exploration LAB | 情感勘探所 | Exhibition Duration / May 20 ～ June 22, 2017 Location / GAFA Art Museum ，TAOBAO 造物节 Works attribution / 三臀男孩 , Hotsar 或卅 Visual design / BINL 刘滨 Key Visual & Illustrations / CHIU 邱一峰 Hardware device design / KONG 孔欢帅 Program support / SEN 郑越升 , CASTA 莫冠钊 CG support / XING 王运星

「 你朝着生活卖萌，他就朝着你笑 」 情感勘探所是一个探索快乐传递的科研组织 . 为生活奔波的人们总 是日复一日的忙碌着，拥挤的街头，机械的动作，匆匆的脚步，怀 疑他们是否藏住了自己的笑容呢？因此情感勘探所以此作为出发点 设计了一个可感知情绪并分享快乐的互动装置，名字叫做那不卡 萨·比尔奈奇·奥斯特洛夫斯基，简称 GIGI。在装置面前，你可以 以你的方式去逗乐别人，给人带来快乐，同时自己也会收获快乐。 因为，快乐的决定权在于你自己。

Emotional exploration LAB is a research organization thatexplores happy passages. People who travel around for life are always busy day,crowded streets, mechanical movements, hurry footsteps, and wonder if they havekept their own smile? So the emotional exploration of this as a starting pointto design a sensible mood and share the joy of the interactive device, the nameis not that Casa · Bill Nicholas · Ostrovsky. Referred to as GIGI. 这是三臀男孩的毕业设计项目名称，也是一个探讨情感传递的科研 组织，之所以称呼为情感勘探所，是希望能以情感勘探所的故事来 展开对情感认知的设计。

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创作流程 | Creative Process 从情感勘探这个主题入手，我们通过不同的形式（线上 H5、线下交 互装置）去向大家推广这个概念。毕设分为三个阶段，分为第一阶 段线上 H5 推广，第二阶段线下互动装置体验，第三阶段线上分享 与传播。 我们在实际的方案执行之初，就需要确保在第一阶段的 H5 推送有 足够的访问流量成为一个重要的任务，这一命题的解决思路就是一 开始要有一个明确 IP 形象，而且是一个非抽象的图案。让受众第一 次看到这些“不速之客”的时候，就能最直接的联想到某个物体并 用一个最容易记忆和传播的词汇去形容它们。所以当生活中的各个 角落似乎都铺天盖地的出现了这个图腾的时候，我们听到最多的议 论就是 你知不知道三个屁股男孩是谁 ？！ 我们把三个屁股脑袋以三种形式进行堆叠，适用于不同的场景需要。

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首先这张诊断书是有一个承载定制化信息的作用，参与者玩了这么 多环节，会好奇到底自己的情绪诊断是什么样子的。我们把几个大 家最感兴趣的信息点提炼出来直接在票面上呈现，比如性别，年龄， 情绪能量等，便于参与者拿到的时候可以最直接的周围的朋友分享， 但是接下来的大数据对比，数据图形可视化我们整合在一个 H5 端 上，这个 H5 的诊断证明书也是独一无二的，根据每个人自己互动 后的数据生成。通过一个二维码进入，希望可以把参与者从这张诊 断书里由线下活动再次延展到线上。 网络表情包在网络世界呼风唤雨的时候，现实版的表情包测试同样 也勾起了玩家们的兴趣点。但其实，玩家并不会苛求于“诊断书” 的准确性或严谨性——大家都享受于在展览上的自身在场感的确认， 投入于一场无伤大雅的有关表情话题的轻松讨论中——得到的是一 场预料之中的小惊喜，“哦，原来我还是这样的啊 .....”

的心理。 尽管观众在与作品的自拍中找到了一种互动的方式，但是或许，正 如波德说过的那句话：“人注视的越多，他自己就越少了。”镜头 之内视觉的图像世界和镜头之外触觉的真实世界，两个世界衔接与 转化的断裂会造成很大程度上人的感知的流逝、麻木。 在游戏的过程中，通过镜头，通过他者对于自己形象的评价不断地 进行“自我放大”和“自我认同”。社交媒体的自拍热潮，最终的 落脚点并不在于自拍，而是在于分享。为什么大家在进行社交活动时， 喜欢自拍并分享到社交媒体中，因为在进行这些实践时人们渴望着 与他者沟通并得到更大范围内的认可。

“绝大多数自拍都是以上传社交网络为其终点，由此可见，自拍者 的拍摄绝不是一种自我审视，自我观照。相反，他们对于自我的认 同和评判，极度地依赖于‘他人的目光’。”而三臀男孩出示的诊 断书，既是一种自身在场感的确认，一张广美毕业展一日游的纪念 卡片，也满足于玩家试图通过他者对个人形象剖析达到自我认同感

9

交互装置 —— 网易考拉笑容 ATM | 笑一笑，能致富！

BY HOTSAR

今年双十一前，疯狂打折的大促已然将我司的钱财掏空，穷到发慌 的我们决定联合网易考拉一起搞一票大的。当然，独乐乐不如众乐乐， 我们决定带领大家共同致富。 如果我问你们：有钱是什么感觉？ 相信十有八九的人会说：感觉特开心。（如果你有很多钱却不开心， 请告诉我，我愿意为你分担烦恼！！！）可以说，人有钱的时候都 很开心，比如发薪日。而网易考拉希望“全世界乐开花”，那么， 怎么样让开心的人都有钱买买买呢？这么有挑战性的问题，自然就 交给了我们来解决。 根据民间流传的那句俗语“笑一笑，十年少”，我们发现：笑容可 以换到时间。 （接下来是非常重要的知识点，注意！敲黑板啦！） 从“笑容可以换到时间，时间又能换到金钱”，我们推理出“笑容 可以换到金钱”。

10

Online payment firms launch hongbao battle to entice users

It is again the time of year when Chinese people give hongbao, or red envelopes containing auspicious money, to wish prosperity and good fortune.

different blessings stand to equally split the cash prize, plus extra offerings including paid trips to Europe for football matches and a full-year reimbursement of all loans incurred on Huabei.

For technology companies, however, this has been an annual battlefield to entice users to stay glued to their respective services through financial incentives and promotional offers.

The company said up to 100 million people have been engaged in the activity since its debut in 2016. It has also seen the participation of 70 million elderly people and users from 2,000 overseas cities for three years in a row.

Alipay, the country's largest third-party payment tool by market share, announced on Monday it is offering subsidies totaling 500 million yuan ($73.6 million) to users who participate in a campaign that can effectively enhance user loyalty to the Alipay app.

This year it is also inviting local residents in Hong Kong to join the game through AlipayHK, the namesake payment wallet dedicated to the local market.

From Jan 25 to Feb 4, an augmented reality-powered game allows people to collect virtual red envelopes by scanning the Chinese character fu, which symbolizes fortune and luck in Chinese and is commonplace ahead of the Chinese New Year, which falls on Feb 5 this year.

"Chinese people have a tradition to send greetings and hongbao to each other during the Lunar New Year, making it the best time for companies to build up brand awareness and increase the number of users on their apps, especially in rural areas," said Neil Wang, president of consultancy Frost & Sullivan in China.

The activity aims to leverage the popular tradition to promote Alibaba's mobile payment service. It also ties into a series of events that promotes Alipay's array of services, from ecological protection scheme Ant Forest to Huabei, a consumer credit service.

In recent years, China's major internet companies have signed up as sponsors for the annual China Central Television Spring Festival gala to conduct red packet promotions, which have allowed them to keep customers engaged with their apps as long as possible even during the country's most important holiday.

For instance, those who have gathered five fu representing

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Following WeChat, Taobao and Alipay, search engine Baidu Inc entered the fray this year by allocating up to 1 billion yuan of digital cash to be disbursed in the lead-up to the Year of the Pig. The free money is deposited directly in the recipients' accounts with the app operator. The recipient can use the digital cash for future purchases via the app or resend it as a gift to friends and relatives who are using the same app, thus maximizing the level of participation for existing users and drawing in new customers.

Under a promotional campaign that ends on Feb 4, participants who download and use China UnionPay's QuickPass app to scan objects bearing the company logo are eligible for cash prizes of up to 2,019 yuan.

The promotion, known as the "red packet feast", will also include other cash gifts if people sign onto the app on a daily basis, recommend new users and transfer funds via the tool.

Tencent, which initially came up with the idea of digital hongbao in 2014 and categorically boosted the prevalence of WeChat Pay, is not offering big subsidies this year. It has only rolled out a functionality that allows enterprises and organizations to tailor their red packet cover.

China's 43.8 trillion-yuan third-party payment market is

12

dominated by Alipay's 53.7 percent and WeChat Pay's 38.8 percent, according to market consultancy Analysys in December.

"While highly unlikely to shake the duopoly, smaller players could still eat away limited shares because vivid application scenarios are key to the adoption of payment solutions," said Wang Pengbo, an analyst from Analysys.

South Korean design studio Superfiction tell us about putting the character back into branding.

Who'd have thought South Korea would be taken over by a threeperson design studio? In the space of four years, the Seoul-based Superfiction have been tapped for branding projects as diverse as skin care, craft beer and smartphones, each time incorporating the same two mascots of Scott and Freddy.

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Superfiction, through the process of creative play, adds new value in the field of design, culture, and art while also providing direction. With the concept of happiness as our driving force, we are building and growing our business through joyful methods and practices as a lifestyle brand.

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What I Do is for your own good

上海彩虹室内合唱团 春节自救指南 作词：金承志 作曲：金承志 阿甘他妈说过 人生就像巧克力 你永远不知道下一块是什么味道 就像你每次回家 也完全不知道你的亲生父母和各种亲戚 又要给你出什么样的考题 这种期待见面却不知道对面招数的设定 我们称之为…

那麽明天带你去相亲 抓紧快减个肥 饭就别吃啦 托福准备只靠说 什么都不做 我要是你我就不出国 不出国 一个月工资有多少 到我单位工作要不要 ~~?? 亲戚众：都是为你好 爸爸妈妈很伤心 都是为你好 宝贝儿子在日本 刚读完研究僧 一不小心奉子成了婚 还考上个公务员 哈哈哈哈哈

“薛定谔的春节” 哟 还知道回来呐 哟 来啦 哪能胖了嘛 ( 上海话 ) 么儿 耍朋友没得嘛 ( 四川话 ) 这不是你二儿子 怎么又胖啦 ( 某东方言 ) 哎妈 这不士超嘛 ( 东北话 ) 找对象了没 ? 木有 有喜欢的人了没 ? 我丑

不要再说啦 ( 有人敲门 ) 我快受不了啦 ( 快去开门 ) 爸爸妈妈 ( 到底是谁 ) 帮我还击 ( 难道是他要来到 ) 大家啊啊啊好 ! 我是 ceng 功人士老王 带着犬子给你全家拜个年 他满臂的手表 家里六十亩水稻 咱怎么比得了 17

不才 A 轮刚刚钱进来 ( 他好厉害 惹人崇拜 ) 公司明年就要搬上海 ( 人家的小孩 人家的小孩 ) 他紧身的皮裤 门前十三辆路虎 差距你心里应该有数 Gloria! 回老家工作吧 !( 我的宝贝 ) Gloria! 跟我去相亲吧 !( 他们也是为你好 ) 你就不能做点正事老老实实给我辞职 就你最不懂事就你最不懂事就你最不懂事啦 你知道错了吗 ? 知道 我问你错哪啦 ? 我错在 人生规划太简单 还没读研就上班 没听二叔的话去他的单位当个保安 我错在 花开了不敢去摘 大学都不懂恋爱 (I just wanna live my life) 喜欢的人不是学历太低就是身高太矮 我应该 帮国足小组出线 给宇宙飞船充电 ( 让我自己选吧 ) 一家老小的愿望都交给我来实现 我应该 毕业一个月内 就任总裁 闪电相亲立马结婚生小孩最好是 龙凤胎 你是不是读书读傻了 ? 你是不是读书读傻了 ? 没人能在我的 BGM 里战胜我 我童年爬过树 冻伤国定路 跳过朝阳公园的广场舞

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雾霾也没能将我征服 怎么会放弃我的理想 (I just wanna live my life) 变成我最讨厌的模样 ( 为什么你们都不明白 ) 我童年爬过树 冻伤国定路 跳过朝阳公园的广场舞 雾霾也没能将我征服 不想跟别人做对比 ( 怎么会放弃我的理想 ) 为什么要替我做决定 ( 变成我最讨厌的模样 ) 我童年爬过树 冻伤国定路 跳过朝阳公园的广场舞 雾霾也没能将我征服 各位亲爱的家人 我有我自己的人生 全家： 对不起 对不起 对不起 对不起 老王 谁要跟你去攀比 前程自己拼才有意义 收起我们的分歧 团圆才是我们的话题 搓麻将到天明 大海参吃饱了没 ? 已经吃饱啦 棉毛裤穿上了没 ? 春节自救不仅靠智慧 还需要爱常相随 啦啦啦啦啦啦啦啦啦啦啦啦啦啦啦 BANG BANG

The structure of Guangzhou South Railway Station

全国客流第一大站“5G 春运时刻” ：，每 54 秒就有一趟列车进出站。 今年春运从 1 月 10 日开始至 2 月 18 日结束。根据铁路部门预测， 2020 年春运期间，广州南站到发旅客将达 2445.33 万人次，同比 增加 318.96 万人次，同比增长 15%，日均到发 61.13 万人次。

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车站楼层 广州南站目前主体结构共 5 层，包括地上四层至地下一层。 广州南站在地面层为出站大厅，另设有面积为 2000 平方米的广珠 城际列车专用候车室（临近地铁广州南站 L、C 出口），该候车室 设有自动实名验证闸机 [11]；地上二层设站台层；地上三层则设有 客运专线的高架旅客候车厅，高架候车大厅面积达 71722 平方米； 同时在候车厅南北两侧上方设有 14694 平方米的商业层。 另外，地下一层及地下二层是地铁车站。

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Documentary 中国春节——全球最大的盛会 第一集 回家

本期节目主要内容： 春节见证了地球上最大规模的年度人口迁徙活 动，全球六分之一的人口纷纷返回家乡与家人团圆。我们来到中国 各地探寻中国人如何度过日历中这一最重要的节日。在本集中，我 们将主要介绍春节前预热阶段，探寻中国乡村在过去如何欢度新年， 目睹世界上规模最大的摩托车队迁徙活动。 每集都呈现了令人叹为观止的节庆盛况，讲述了充满人情味的中国 故事。这种温情和人文关怀正是春节的核心精神。一张张喜气洋洋 的中国面孔，一声声清脆响亮的“新年快乐”……该片展现了一个 充满活力的古老国度，一场民俗盛会与全民狂欢，是一次透过海外 视角洞察中国新年的新颖尝试。

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Documentary 中国春节——全球最大的盛会 第二集 团圆

本期节目主要内容： 中国的春节是全球最大规模的人口迁徙，占全 球六分之一的人将回到家跟亲人们欢度佳节。本期节目将要探寻这 一全球最大盛宴的景象，在北京探寻中国人如何放下手中的工作与 家人和朋友共享除夕之夜。南下至香港，Kate 将在黄大仙祠了解那 里为了一年中最繁忙的一夜所做的准备。Ant Ansted 将拜访一家位 于中国西南部的酿酒厂，探寻全世界最畅销的白酒。陈思敬来到春 晚后台，看春晚盛宴的排练现场。我们还将在北京看到一个中国家 庭如何度过传统的除夕之夜。 每集都呈现了令人叹为观止的节庆盛况，讲述了充满人情味的中国 故事。这种温情和人文关怀正是春节的核心精神。一张张喜气洋洋 的中国面孔，一声声清脆响亮的“新年快乐”……该片展现了一个 充满活力的古老国度，一场民俗盛会与全民狂欢，是一次透过海外 视角洞察中国新年的新颖尝试。

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Documentary 中国春节——全球最大的盛会 第三集 欢庆

本期节目主要内容： 除夕夜最重要的就是和家人团聚，但在香港， 新年后的几天则是人们上街游玩的日子，本期节目将带你体验香港 的春节，深入了解舞龙舞狮的悠久历史和传统，在香港盛大的花车 游行中，感受原汁原味的香港魅力。戴夫和西将去发掘北京人的春 节习俗。更多敬请收看。 每集都呈现了令人叹为观止的节庆盛况，讲述了充满人情味的中国 故事。这种温情和人文关怀正是春节的核心精神。一张张喜气洋洋 的中国面孔，一声声清脆响亮的“新年快乐”……该片展现了一个 充满活力的古老国度，一场民俗盛会与全民狂欢，是一次透过海外 视角洞察中国新年的新颖尝试。

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小学生虐心情史 《阿方梦游记》 理财广告

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Report

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Brainstorming

Mindmap About Platform

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Mindmap About Joy

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Mindmap About Chunyun

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Mindmap About Chinese New year

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04 Concepting

Return Brief Trigger Titled What I Do Is For Your Own Good — The Spring Festival Survival Kit, the song describes somewhat perfectly the woes of average Chinese millennials heading home for the festive period and getting nagged at about their salaries, weight and single status.

How might we unlock joy for people at train stations?

Spring Festival holiday period falls around the same time frame as their winter break.

Background Chunyun is a period of travel in China with extremely high traffic load around the time of the Chinese new year. This year, Chunyun will last for about 40 days, and Guangzhou south railway station is an important transportation hub in China, which is expected to send 24.45 million passengers, with an average daily passengers flow of more than 600,000, there will be one train arrive and leave the platform in every 54 mins. Therefore, due to the giant number of population migration, it caused a lot of problems like crowded and noisy environment.

Archetype Jester and Magician Brand Wechat

Purpose Create a series of characters to connect the physical world with the Gen Z passengers, which can be a powerful resource to us in creating happier and healthier lives.

Solution Create a series of characters that are based on how does Gen Z reacts to those tricky questions asked by their relatives about their single status, weight, and salaries during the Chinese new year.

These characters are based on different kind of personality, like a ruler, jester, innocent, and everyman.

Firstly, all these characters will be display in the waiting hall of Guangzhou south railway station (Task 1).

Secondly, there will be an interactive installation that consists of a personalized test that will come out with the result of your own character type. (Task 2)

Target audience Generation Z in China who are studying in Guangdong province and traveling from Guangzhou south railway station to their hometown to celebrate the Spring festival with their family. The

Emotion Surprising, joyful, inspiring, responsive, cheerful and creative Design discipline Character design, interactive installation

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Brand Taxonomy

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Brand

Color

Shapes

Typography

Composition

Body Language

Photographers

Flims

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Architecture

Product

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Character Concepting

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05

Sketch

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Body and expression

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Clothes Design

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06

Execution

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Modeling Modeling is a tedious process, you always need to keep changing and adjusting details like points, lines and curves. Watching so many tutorials online to learn how to modeling in C4d. I start with the body and then the leg, head, hand, and facial features.

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Rigging It takes me three days to learn how to rig a character, because my character's shape is not a normal proportion, like the leg is too short to find the knee. Firstly, I download a plugin called bendy limbs rig but it doesn't work out for my model because the plugin is more suitable for human proportion. So I just to figure out how to rig my character, almost give up god. But again I learn it from Bilibili, Bilibili has everything! I LOVE this website! I realize I need to use a function call weight painting. Using the “Paint and Edit weight� tool to assign the mesh to the joints. Using abs, add, erase or smooth.

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Sewing For the sewing part, I learn a new software called Marvelous designer, Marvelous Designer is the best and fastest solution for modeling and sculpting 3D clothes, and making consistent and accurate clothes with ease. I just learn some basic function like sewing a simple T-shirt.

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Texturing & Lighting For the lighting part, I use HDRI lighting rig, an area key light and an area side light.

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07

Application

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Color scheme

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Typography

- Fredoka One Hi, Auntie!

A , o un e t!

H 姑 妈 你 好

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Poster

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Packaging

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Name and personality

大人亲戚最喜欢的乖乖女，她的特征是乖巧， 静静地听长辈说话，认真吃年夜饭，绝不打岔。

第二个是天天说“我自闭了”，用耳机最大 的音量屏蔽外界所有的杂音，红包还是照收 的。

第三个是搞笑担当，啤酒能喝一打，酒后就 开始一轮老年版迪斯科。

第四个是能说会道，能把亲戚怼回去 365 轮， 油嘴滑舌，亲戚还乐呵呵的。

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Station Superimpose

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