Discover HKBU
A promising debut at the Hong Kong International Licensing Show
30 May 2023
Students from the “Character Design and Storyboarding” course under the Department of Interactive Media (IMD) of the School of Communication showcased their animation character designs at the Hong Kong International Licensing Show from 21 to 23 April at the Hong Kong Convention and Exhibition Centre. A flagship event for the global licensing market, the Show is considered an important platform for designers and emerging brands to see and be seen.
“Whether or not their designs get selected or commercialised, this is a great opportunity for our students to learn more about the industry, get exposure for themselves and their creative multi-media work and network with designers from all over the world,” says Ms Zoie So, Senior Lecturer of IMD and the Programme Director of Bachelor of Communication (Honours) in Film (Animation and Media Arts Concentration). She also highlights that HKBU is the first university in Hong Kong to collaborate with a leading brand licensing company, Medialink, and feature the students’ work at an internationally recognised exhibition.
The character designs are inspired by the students’ observations and reflections about the city and themselves. As part of their course assignment, they were asked to take a bus ride to observe the people and places around town, before channeling their ideas into their work. The final designs are magical, mischievous and sentimental at the same time, and come with a compelling story that their designers are eager to pitch to their professors and potential customers. The topics range from nature conservation, poignant soul-searching journeys to simply fun, fantastical encounters.
Regarding the question of whether AI will impact the design industry, the answer is a resounding yes. But before anyone jumps to the conclusion that AI will replace designers, Zoie and Mr Albert Yu, Senior Lecturer of IMD and Associate Programme Director for Bachelor of Communication (Honours), Game Design and Animation Major, unanimously pointed out that AI technology serves to enhance human creativity, by giving designers more efficient tools to create with. The task of making the emotional connection between the product and the customer through powerful story-telling ultimately rests with their human designers, who put their heart and soul into their creations. With this premise, it’s time to pass the stage to the students and their featured designs!
“Leaf the City" by Marie Cheng, Suki Leung
Storyboard & inspiration:
Leafian is forced to migrate to the forest after the last tree in the city is chopped.
Inspired by a huge tree that is fenced off in the city centre, the designers hope to raise awareness for urban development and the conservation of nature. The elfish look of Leafian is inspired by the fork-tailed sunbird.
“Jomato Adventure” by Janet Cheung
Storyboard & inspiration:
Jomato, a greenish white tomato which grew up in a greenhouse, has always felt inferior until one day, the wind carried it into the open and it started to bloom. After experiencing the wonders of nature, Jomato, the white tomato, finally turned red.
The story is the designer’s self-portrait.
“Watermelon Boy” by Fanny Cheng, Jerry Ho
Storyboard & inspiration:
Kindergarten student Watermelon Boy followed Auntie May home, after he crawled into her shopping bag on the bus and unexpectedly helped mend Auntie May’s relationship with her son.
The designers wanted to capture the heart-warming scenes they saw on the bus, including grandparents taking care of their grandchildren, and housewives hurrying home with their groceries.
“The Bus Ricefoot” by Mira Ip, Jacqueline Li
Storyboard & inspiration:
A whimsical encounter with a twist that involves an office worker in a suit, a butcher, a food courier and a lunchbox containing a dancing chicken leg.
Based on their observations of the passengers during a bus ride, the designers let their imagination run wild!
“Ember” by Kiki Law, Heidi Tang, Deng Kaizhao
Storyboard & inspiration:
Born into an impoverished village family in the mainland in the 1990s, our protagonist Lee Wen drifted through life and eventually came to Hong Kong in search of hope.
On a whim to write a “sad story”, the designers settled on a middle ground with a storyboard that is mystical but still brilliant and unique enough to make it into the spotlight.
“Soul of the Sea" by Jenny Ng, Hasta Pong, Poki Tang, Jamie Wah
Storyboard & inspiration:
Overwhelmed by school stress, emotional neglect at home and her mum disposing of her favourite goldfish, the introverted Hinda threw herself into the sea and became a fish. Even though Hinda now misses her parents, she cannot go back in time.
When confronted with a lot of pressure, some young people may make choices they regret. The designers want to remind the young to cherish what they have, and to know that no matter what, there are always people who love and support them.
