Interviews med Zhike Yang

I have over 7 years of experience in the industry, specializing as a storyboard artist and narrative visualizer. I founded Boxon Media in 2018, which has since developed compelling narratives for a variety of platforms, including feature films and VR movies. My work has involved collaborating with prominent companies like Warner Bros., Aniplex, and ByteDance. I hold a robust educational background with a degree from the School of Visual Arts, and my self-taught skills have been refined through feedback from industry professionals. My portfolio includes award-winning projects that showcase my ability to create emotionally resonant and visually stunning stories.

I became a designer driven by my passion for storytelling and visual narrative. Growing up, films like "Frozen" and "Spirited Away" deeply inspired me, awakening a desire to create compelling visual stories. My journey began with self-taught storyboard skills, refined through invaluable feedback from industry professionals. Working with prominent companies like Warner Bros. and ByteDance, I honed my craft. It was an internal drive to tell stories that resonate emotionally with audiences that propelled me into this field.

My top three priorities when designing are emotional resonance, narrative coherence, and visual impact. I focus on creating designs that evoke strong emotions and tell compelling stories. My approach integrates both traditional sketching and digital tools like Photoshop and Storyboard Pro. I often start with hand-drawn sketches to capture the initial idea, then refine them digitally. My style is characterized by dynamic compositions and a deep understanding of character emotions and story pacing.

Designing fills me with a mix of excitement and fulfillment. The initial idea phase is thrilling as I explore new concepts and possibilities. Throughout the process, there's a sense of joy in bringing ideas to life and solving creative challenges. The most rewarding moment is seeing the final design resonate with the audience, knowing it has made an emotional impact. Designing is a journey that continuously fuels my passion and happiness.

My background in visual communication and storytelling has significantly shaped my design approach. Skills like empathy, communication, and collaboration are essential. Working with diverse teams and receiving mentorship from industry leaders have been invaluable. The ability to understand and convey emotions through visual narratives is a key aspect of my work. My journey has been influenced by a desire to create meaningful and impactful stories that connect with people on a deeper level.

My growth path involves expanding Boxon Media's reach and impact in the narrative design field. I aim to push the boundaries of storytelling in new media like VR and interactive experiences. My dream project is to create a feature film that combines traditional storytelling with cutting-edge technology, exploring complex human emotions and societal themes. I aspire to be remembered as a designer who brought innovative and emotionally resonant stories to life.

To young designers, I advise embracing continuous learning and seeking feedback. Don't be afraid of failure; it's a part of the creative process. Surround yourself with mentors and peers who inspire and challenge you. Focus on developing a strong foundation in both traditional and digital skills. Stay curious and open to new experiences. The best advice I received was to stay true to your vision but remain adaptable to change.

For fellow designers, I suggest focusing on society's pain points and emotional connection. Understand your audience and create designs that resonate on a personal level. Stay updated with industry trends and technology but don't rely solely on them. Maintain a balance between creative vision and practical execution. Avoid common pitfalls like overcomplicating designs or ignoring feedback. Success comes from a combination of passion, persistence, and the ability to adapt and evolve.

My typical day starts with a review of ongoing projects and a quick scan of industry news to stay updated with the latest trends. I begin my business morning by sketching new ideas or refining storyboards. Meetings with the team to discuss project progress and creative direction are a staple. Little moments of joy come from seeing a concept evolve and receiving positive feedback. I also find happiness in spontaneous brainstorming sessions and the occasional creative breakthrough during routine tasks.

I believe in the timeless nature of design trends. Once we understand the fundamental emotions and needs of our audience, we can create trends rather than follow them. I stay updated with industry publications, webinars, and professional networks, but I also trust in my personal design style to lead the way. My inspiration comes from blending classic principles with contemporary insights, ensuring my designs are both relevant and innovative.

A well-designed product or project resonates emotionally with the audience, fulfills its intended function seamlessly, and stands the test of time. Good design, to me, is intuitive, engaging, and meaningful. It avoids unnecessary complexity while delivering a powerful narrative. A design is good if it effectively communicates its story and purpose, creating a lasting impact.

I know a design is ready when it evokes the intended emotions and effectively communicates the story without any unresolved elements. While there's always room for improvement, a design reaches a point where additional changes may not add significant value. I decide to move on when the design aligns with the project's goals and client expectations, and after receiving constructive feedback from peers.

One of my most significant projects is the animated film "RenaiDance." This project was particularly challenging and rewarding, blending cutting-edge technology with traditional culture background. The film explores deep emotional themes and was recognized internationally, including a nomination for the 2021 Oscar Student Academy Award. Its success lies in the meticulous attention to narrative and visual details.

I admire Hayao Miyazaki for his unparalleled storytelling and visual artistry. His ability to create immersive worlds with rich narratives and emotional depth is inspiring. If given the chance, I would love to converse with him about his creative process and vision.

My favorite city is Beijing, as it offers a blend of deep ancient culture and a modern, convenient lifestyle. Growing up in Changsha, a city known for its spirit of courage and determination, has significantly shaped my personality and creative drive. This environment fostered my willingness to explore new experiences and challenge myself. Music also plays a vital role in my creative process, often inspiring the emotional depth and narrative elements in my work. My cultural background deeply influences my storytelling, allowing me to infuse my designs with rich, meaningful context.

Collaboration and innovation are at the core of my work culture. I value open communication and a supportive environment where ideas can flourish. I work closely with a talented team, ensuring that each member's strengths are utilized effectively. Selecting business partners involves looking for shared values and a commitment to excellence. The biggest challenges include staying ahead of industry trends and continuously pushing creative boundaries.

As a designer and storyteller, I believe in giving back to the community that has fostered my growth. I provide opportunities for students through training programs that allow them to gain hands-on experience in the industry. This initiative helps budding designers and artists develop their skills and gain practical knowledge, preparing them for future challenges. Additionally, I am actively involved in design events and conferences, where I mentor young talents and share insights, encouraging the next generation of designers to pursue their passions and contribute to the field.

Participating in the A' Design Award has been a rewarding experience. The guidance provided is detailed and clear, ensuring that participants understand each step of the process. The calling service is timely and responsive, offering support whenever needed. These aspects make the competition experience smooth and beneficial, allowing designers to focus on showcasing their best work. Being a part of such a prestigious award has contributed significantly to my career growth and design skills, offering recognition and opportunities for further advancement.

The main inspiration behind "Renaidance" stems from my relationship with my grandfather and the rich cultural heritage he shared with me. This film is a tribute to the generational bond and the evolving nature of dreams and values. The idea is to explore how traditional values can coexist and blend with modern aspirations. It is inspired by both personal experiences and impactful films like "Frozen" and "Spirited Away," aiming to bridge the gap between past and future through a touching narrative.

My main focus was to create a narrative that resonates deeply with audiences across different generations. I wanted to achieve an emotional connection by highlighting the significance of family heritage and the transition of cultural values. The film aims to provoke thought and reflection on personal growth and cultural identity, using a blend of traditional storytelling and modern animation techniques to convey its message.

Future plans for "Renaidance" include participating in international film festivals and collaborating with global studios for wider distribution. I also plan to create supplementary materials, such as an art book and a behind-the-scenes documentary, to share the creative process and cultural insights. Additionally, I hope to inspire educational programs that use the film to discuss cultural heritage and storytelling.

The concept of "Renaidance" took approximately two years from the initial idea to final production. This included extensive research, storyboarding, character design, animation, and post-production. The process involved continuous iterations and feedback to ensure the narrative and visual elements were perfectly aligned with the film’s core message.

"Renaidance" was a personal project born out of inspiration rather than a commission. The desire to create a heartfelt tribute to my grandfather's generation and explore cultural shifts drove the project. It reflects my own reflections on heritage and the need to convey these themes through a compelling narrative.

Currently, "Renaidance" is an independent production, but I am open to collaborations with other studios and distributors to expand its reach. The production rights may be considered for leasing or selling if it aligns with the film’s vision and values. My primary intention is to maintain creative control to ensure the film's integrity.

When I first shared the idea of "Renaidance," I realized that the themes of emotion and family relationships resonate universally, transcending cultural barriers. The feedback I received confirmed that this is a powerful topic that connects with people from various backgrounds. After completing the film, it was evident that these themes indeed had a broad appeal, validating my initial inspiration.

The design of "Renaidance" was influenced by the works of Hayao Miyazaki and the emotional depth found in Pixar films. Additionally, feedback from industry mentors and collaboration with talented animators and designers helped shape the final product. Their insights were invaluable in refining the narrative and visual elements.

The target audience for "Renaidance" includes both young adults and older generations who appreciate rich storytelling and cultural narratives. It is aimed at those who are interested in exploring the dynamics of tradition and modernity and who seek meaningful and emotionally engaging content.

What sets "Renaidance" apart is the seamless integration of art and technology. We used a Maya-centric workflow for modeling, rigging, layout, and animation, and employed Substance Painter and Substance Designer for texturing. Marvelous Designer allowed us to create realistic clothing, while Houdini enabled us to explore visual effects that resonated with the scene's emotions. Our custom embroidery tool added unique handmade thread details, giving the film a distinctive texture.

The name "Renaidance" is a portmanteau of "renaissance" and "dance," symbolizing the revival of traditional values and their harmonious integration with modern dreams. It reflects the film’s core theme of cultural rebirth and the fluidity of human aspirations across generations.

For "Renaidance," we utilized a range of design tools and software to achieve the desired visual and emotional impact. These included Adobe Photoshop and Storyboard Pro for pre-production, Maya for modeling and animation, and Substance Painter for texturing. We also used Marvelous Designer for clothing, Houdini for visual effects, Redshift Render Farm for rendering, and Nuke for compositing. This combination of tools allowed us to create a detailed and immersive storytelling experience.

The most unique aspect of "Renaidance" is its seamless integration of traditional Chinese aesthetics with contemporary animation. The film’s ability to convey deep emotional and cultural messages through visually captivating storytelling sets it apart, making it a distinctive and memorable piece.

For this project, I collaborated with a team of skilled artists and technologists. This included CG artists, animators, and sound designers. The technical team was crucial in bringing the visual elements to life, using their expertise in 3D modeling, animation, and rendering. Our use of advanced tools like Maya, Houdini, and custom pipeline scripts ensured that both the artistic vision and technical execution were of the highest quality.

Technology played a pivotal role in "Renaidance." It enabled the creation of intricate animations and seamless visual effects that enhanced the storytelling. We used advanced software like Maya, Houdini, and Redshift Render Farm to bring our vision to life. Our custom embroidery tool allowed for unique handmade thread details, adding a special touch to the film. The integration of these technologies with traditional narrative techniques created a unique and compelling viewing experience.

Yes, the design of "Renaidance" was influenced by extensive cultural research and audience analysis. I studied traditional Chinese art and storytelling methods, as well as contemporary audience preferences, to create a narrative that is both culturally authentic and universally appealing.

One of the main challenges was ensuring the cultural accuracy while maintaining a universal appeal. Balancing traditional aesthetics with modern animation techniques required meticulous attention to detail. Additionally, coordinating a diverse team and managing feedback loops was a complex but rewarding process.

The decision to submit "Renaidance" to an international design competition was driven by a desire to share the story with a broader audience and to gain recognition for the innovative blend of cultural and contemporary elements. Competitions provide a platform to showcase the film’s unique narrative and design excellence.

Designing "Renaidance" taught me the importance of cultural sensitivity and the power of storytelling in bridging generational gaps. I improved my skills in integrating traditional and modern techniques and learned the value of collaboration and iterative feedback in refining the narrative and visual elements.

"Renaidance" is not just a film but a heartfelt exploration of how dreams and values evolve across generations. It’s a project that reflects my deep appreciation for cultural heritage and my commitment to creating stories that resonate on an emotional level. This film is a testament to the power of storytelling in fostering understanding and connection.

I began my journey in design with a passion for storytelling, inspired by films like "Frozen" and "Spirited Away." I am a self-taught storyboard artist who has been fortunate to receive mentorship and feedback from industry professionals. My educational background includes intensive hands-on training from directors and designers, coupled with practical work experiences that shaped my approach to visual storytelling.

Design allows me to explore the depths of human emotions and narratives. The ability to create stories that resonate with audiences worldwide is my primary motivation. I became a designer to bridge cultural gaps through compelling narratives, and to provide experiences that connect people on a profound emotional level.

I chose to become a designer after realizing the profound impact of storytelling during my bachelor's degree in visual communication design. Initially focused on design, I discovered the motivational power of narrative, prompting me to shift my focus to narrative visualizing. This transition was driven by a desire to connect deeply with audiences through visual storytelling.

I specialize in narrative visualization and storyboarding for films and animations. I aspire to design more immersive storytelling experiences, particularly in animated feature films and virtual reality projects that push the boundaries of conventional storytelling.

Young designers should cultivate a strong foundation in both technical skills and emotional intelligence. It's essential to be open to feedback, continuously learn from industry veterans, and embrace challenges as opportunities for growth. Building a diverse portfolio and staying true to one's unique vision are crucial steps toward becoming a design legend.

A great designer goes beyond aesthetics, creating work that resonates on an emotional level and tells a compelling story. While good designers master their craft, great designers innovate, inspire, and push the boundaries of what is possible, making a lasting impact on their audience.

A good design seamlessly integrates form and function, but a truly exceptional design evokes emotions and tells a story. I evaluate designs based on their ability to connect with the audience, the clarity of the narrative, and the innovative use of visual elements to enhance the storytelling experience.

Good design has the power to transform perceptions, evoke emotions, and create memorable experiences. Investing in good design enhances user engagement, fosters brand loyalty, and can drive societal change by addressing core human needs and emotions through thoughtful, impactful visuals.

Given the time, I would love to create a film full of fantasy, relationship building, communication, and family support. One such idea currently incubating is a project called "Strings," which delves into these themes. This film would be aimed at a global audience, transcending cultural barriers and connecting with people on a deeply emotional level.

My dream project is to create an animated feature film that combines traditional storytelling with cutting-edge technology, offering an immersive narrative experience that resonates with audiences worldwide. This film would explore complex emotional landscapes and human connections in a visually stunning format.

My secret ingredient is empathy. Understanding and connecting with the audience on an emotional level allows me to create designs that resonate deeply. Coupled with a relentless pursuit of innovation and a commitment to storytelling, this approach has been central to my success.

I am inspired by Dean DeBlois, the writer and director of the "How to Train Your Dragon" film series. I once met him at a showcasing event, and his ability to capture emotions and translate them into impactful narratives deeply resonated with me. His work exemplifies the power of storytelling in animation.

I admire the works of Pixar for their seamless blend of humor, heart, and technical brilliance. Films like "Inside Out" and "Coco" stand out for their innovative storytelling and emotional depth, qualities I strive to incorporate in my own designs.

One of my greatest designs is "RenaiDance," an animated short film that garnered international acclaim. Its strength lies in the emotional depth and cultural resonance it achieved, effectively combining visual storytelling with a compelling narrative that touched audiences globally.

To improve, designers should embrace continuous learning and seek diverse experiences. I have always sought feedback, attended workshops, and collaborated with other artists to broaden my perspective. Staying curious and open to new ideas is essential for growth.

If I hadn't pursued design, I might have become a wedding photographer. Capturing people's happiest moments and being part of their positive emotions flow would be incredibly fulfilling for me. Guiding people to capture their happiest moments feels like a destiny I could have embraced.

For me, design is a powerful tool for storytelling. It involves creating visual narratives that connect with people emotionally and intellectually. Design is about solving problems creatively and making a lasting impact through meaningful and engaging experiences.

My journey has been supported by many mentors and industry professionals who provided invaluable feedback and guidance. My family and close friends have also been unwavering in their support, encouraging me to pursue my passion and push creative boundaries.

A combination of relentless curiosity, continuous learning, and a deep empathy for the audience has helped me grow as a designer. Embracing challenges and viewing them as opportunities for growth has also been pivotal in my development.

One significant obstacle was gaining recognition in a highly competitive industry. I overcame this by building a strong portfolio, networking with industry professionals, and continuously refining my skills. Each setback was an opportunity to learn and improve, ultimately shaping me into the designer I am today.

Designers should present their work through a combination of strong visuals and compelling narratives. It's essential to provide context, explain the design process, and highlight the impact and effectiveness of the work. Using a mix of high-quality images, prototypes, and storyboards, coupled with clear, concise explanations, helps convey the design’s value and intent.

My next design project is an animated series titled "To Be Hero X." This series will delve into the complexities of heroism, exploring themes of courage, identity, and moral dilemmas. It's a project that aims to combine thrilling action with deep emotional storytelling, offering a fresh perspective on what it means to be a hero.

My ultimate goal as a designer is to create impactful narratives that transcend cultural barriers and evoke strong emotional responses. I strive to tell stories that connect people, inspire change, and leave a lasting impression on society.

People expect high-quality, innovative designs that push boundaries and offer new perspectives. They look for a deep understanding of storytelling, emotional resonance, and the ability to create visually stunning and meaningful experiences.

Design helps create a better society by addressing social issues, fostering empathy, and encouraging positive change. Through thoughtful storytelling and visual communication, design can highlight important topics, inspire action, and connect people across different backgrounds and cultures.

I am particularly excited about "To Be Hero X," an animated series that explores the multifaceted nature of heroism. This project allows me to push the boundaries of narrative and visual storytelling, and I am eager to see how it resonates with audiences.

The project that gave me the most satisfaction was "RenaiDance," a CG animated short film. It was a collaborative effort that brought together various artistic disciplines, and seeing it come to life and resonate with audiences was incredibly fulfilling.

I would like to see more emphasis on diversity and inclusion within the design industry. Encouraging a wider range of voices and perspectives can lead to more innovative and impactful designs that better reflect and serve our global society.

The design field is heading towards greater integration of technology, with advancements in AI, VR, and AR reshaping how we create and experience design. There will be a stronger focus on user experience and creating immersive, interactive environments.

The time it takes to finalize a design project varies depending on its complexity. Generally, it can take anywhere from a few months to several years, as I go through multiple iterations and refinements to ensure the final product meets the highest standards of quality and effectiveness.

I start a new design project by conducting thorough research and understanding the core objectives and audience. This is followed by brainstorming sessions, sketching initial concepts, and developing a clear narrative and visual direction.

My life motto as a designer is "Design with empathy and purpose." This means creating work that not only looks beautiful but also connects with people on an emotional level and serves a meaningful purpose.

I believe design sets the trends. When designers understand the fundamental emotions and needs of their audience, they can create work that not only aligns with current trends but also leads and shapes future ones.

Technology plays a crucial role in my design process. It allows me to visualize complex ideas, create detailed animations, and collaborate effectively with others. Tools like Adobe Creative Suite and 3D modeling software are essential in bringing my designs to life.

I use a variety of design software and equipment, including Adobe Photoshop, Illustrator, After Effects, and Autodesk Maya. For hardware, I rely on a high-performance computer, drawing tablets, and VR headsets to explore and create immersive designs.

Color, materials, and ambiance are vital in design as they evoke emotions and set the tone of the narrative. They help create a cohesive and immersive experience, guiding the audience’s perception and engagement with the design.

I wish people would ask about the stories behind my designs. Understanding the narrative and emotional intent behind each project adds depth to the visual experience and highlights the thought and care put into each piece.

When I see a new great design or product, I think about the creative process behind it. I admire the designer’s ability to solve problems and evoke emotions, and I consider how I can learn from their approach to enhance my own work.

My ideal design partner is someone who shares a passion for storytelling and has complementary skills. I strongly believe in co-design, as collaboration brings diverse perspectives and ideas, leading to richer and more innovative outcomes.

Interactions with industry professionals, such as directors and fellow artists, have greatly influenced my design work. Their feedback and insights have helped me refine my skills and approach, pushing me to continually improve and innovate.

One of the books that profoundly influenced my design approach is "The Hero with a Thousand Faces" by Joseph Campbell. It helped me understand the universal patterns in storytelling and the importance of mythic structure in narrative design. Another impactful book is "The Visual Story" by Bruce Block, which deepened my understanding of visual structure and cinematic techniques.

I developed my skills through a combination of formal education, self-teaching, and hands-on experience. My bachelor's degree in visual communication design provided a strong foundation, and I self-taught storyboard skills, receiving invaluable feedback from industry professionals. Continuous learning, practice, and staying updated with the latest tools and trends have been crucial in my development.

If I could meet anyone, it would be Jennifer Lee, the director and writer of "Frozen." Watching "Frozen" was a turning point in my life, inspiring me to shift from design to narrative storytelling. The film's emotional depth, strong characters, and beautiful visuals deeply moved me and motivated me to pursue a career where I could create stories that resonate with audiences on such a profound level. Meeting her would be a dream come true, as her work continues to inspire my journey as a storyteller and narrative visualizer.

Receiving awards and recognition is incredibly gratifying as it validates the hard work and passion I put into my projects. While fame brings its challenges, such as maintaining high standards and dealing with public expectations, it also opens doors to new opportunities and collaborations, which I cherish.

Color: Blue, for its calming and inspiring qualities.

Place: Beijing, for its rich cultural heritage and modern conveniences.

Food: Hotpot, for its communal and flavorful experience.

Season: Spring, for its sense of renewal and blossoming creativity.

Thing: My sketchbook, where ideas are born.

Brand: Wacom, for their excellent design tools that enhance my creative process.

A great day as a designer starts with a cup of coffee and some light exercise, like jogging in the park. Seeing my ideas come to life and receiving positive feedback from clients and colleagues motivates me. I also find inspiration in small moments of creativity, like sketching a new concept or finding a solution to a design challenge.

As a child, I was always drawing, creating stories, and experimenting with visual arts. My fascination with Disney and Pixar films sparked my passion for storytelling through visuals. Those early signs of creativity and a relentless pursuit of improving my skills made it clear that design was my calling.

In a thousand years, I envision a world where design and technology are seamlessly integrated into everyday life, enhancing our experiences and interactions. Sustainability and empathy will be central to design, creating a harmonious balance between innovation and the environment. Storytelling will continue to evolve, finding new mediums and forms to connect people across cultures.

I want my fans to know that my journey as a designer is driven by a passion for storytelling and a commitment to creating meaningful and resonant visual experiences. Every project is a labor of love, aimed at touching hearts and sparking imaginations. I am grateful for the support and inspiration from audience, and I am excited to continue exploring new creative horizons together.

My journey into art and design began with my experience designing training, which taught me how vision works with feelings. Watching inspiring and touching films like "Frozen" and "Spirited Away" gave me the opportunity to explore the high-concept branches of the world. I self-taught storyboard skills and was fortunate to receive feedback from kind directors and industry professionals. This real-world training process was invaluable in shaping my career.

Boxon Media, founded in 2018, is based in China and collaborates with artists globally. We excel in developing compelling narratives across various platforms, from feature films to VR movies. Our focus is on exploring human vulnerability and societal pain points, making a significant impact in storytelling. We also seek opportunities to help client groups tell their own stories. This dedication has positioned Boxon Media as a leader in innovative narrative creation, appealing to a diverse international audience and potential clients looking for cutting-edge storytelling solutions.

Design is a vision and opportunity to explore the myriad possibilities of different branches of the world. It's the art of transforming abstract ideas into tangible experiences that resonate deeply with people. For me, design is about capturing the essence of a story or emotion and bringing it to life through visuals. It's a powerful tool that bridges the gap between imagination and reality, allowing us to create immersive experiences that leave a lasting impact.

I am passionate about creating stories and visuals that combine an emotional core with themes of relationships and self-challenge. My favorite projects are those that push the boundaries of storytelling and evoke strong emotional responses from the audience. Whether it's a feature film, VR experience, or an animated short, I strive to create works that touch hearts and inspire minds.

One of my favorite designs is the film "The Greatest Showman." I admire its perfect balance between music, visual exaggeration, and a well-adapted story that resonates with modern trends. The film's ability to combine these elements seamlessly while delivering a powerful message about inclusion and self-acceptance is truly inspiring. It exemplifies how design can elevate storytelling and create a memorable experience for viewers.

The first design I created for a company was a set of posters for a 3D animated movie. Seeing my initial sketches transform into a three-dimensional visual was a pivotal moment for me. It was my first experience of how design can bring ideas to life and evoke emotions in viewers. This project ignited my passion for CG storytelling and set me on my path as a visual artist.

My favorite medium is combine of traditional materials in digital, computer graphics. The richness of detail and the dimensionality it offers provide a vast canvas for immersive storytelling. CG allows me to create complex visual narratives that can captivate and engage audiences in ways that traditional media cannot. The endless possibilities it offers make it my preferred platform for bringing my creative visions to life.

I feel most creative when I'm sitting on a rooftop balcony with a notebook and pen in hand. The open sky and serene environment inspire a flow of ideas and creativity. It's in these moments of tranquility that I can freely explore my thoughts and translate them into compelling visual stories.

I focus primarily on resonating with the audience’s memory and emotions. It's crucial for me that my designs evoke a strong emotional response and create a lasting impression. I pay close attention to the narrative elements, composition, and visual details to ensure that the story I am telling connects deeply with the viewers.

Designing is an emotional journey for me, filled with excitement and occasional frustration. I feel a rush of exhilaration when I come up with a great idea and can't wait to bring it to life and share it with others. Conversely, there are times when ideas are elusive, and the process becomes challenging, which can be disheartening. However, these emotional highs and lows are what make the creative process so fulfilling and drive me to keep pushing the boundaries of my work.

When my designs are realized, I feel a mix of surprise and cheerfulness. It's incredibly rewarding to see how the audience engages with and reacts to my work. Knowing that they have embarked on the journey I envisioned and experienced the emotions I intended to convey is a profound and joyful experience. It's a validation of my creative efforts and a reminder of the power of visual storytelling.

A design is successful when it effectively tells a compelling story and resonates emotionally with its audience. It should communicate its narrative clearly and leave a lasting impact, making viewers reflect and connect. A successful design blends narrative clarity, emotional engagement, and visual harmony, ensuring that each element supports the overarching story.

I first assess the narrative clarity—how well the design tells its story. Next, I evaluate the emotional connection it creates with the audience. A good design should evoke the intended emotions and draw viewers into its world. Finally, I look at the visual execution, ensuring it enhances the narrative and provides a cohesive experience.

Designers are storytellers with the power to influence and inspire change. We have a responsibility to create narratives that promote sustainability, inclusivity, and social awareness. By addressing environmental and societal issues through our designs, we can raise awareness and drive meaningful conversations, contributing to a better world.

Understood. Let's frame your answers to show your expertise as a storyteller and narrative visualizer while addressing the general design industry.

12. What makes a design successful?

A design is successful when it effectively tells a compelling story and resonates emotionally with its audience. It should communicate its narrative clearly and leave a lasting impact, making viewers reflect and connect. A successful design blends narrative clarity, emotional engagement, and visual harmony, ensuring that each element supports the overarching story.

13. When judging a design as good or bad, which aspects do you consider first?

I first assess the narrative clarity—how well the design tells its story. Next, I evaluate the emotional connection it creates with the audience. A good design should evoke the intended emotions and draw viewers into its world. Finally, I look at the visual execution, ensuring it enhances the narrative and provides a cohesive experience.

14. From your point of view, what are the responsibilities of a designer for society and environment?

Designers are storytellers with the power to influence and inspire change. We have a responsibility to create narratives that promote sustainability, inclusivity, and social awareness. By addressing environmental and societal issues through our designs, we can raise awareness and drive meaningful conversations, contributing to a better world.

15. How do you think the "design field" is evolving? What is the future of design?

The design field is evolving towards more immersive and interactive storytelling experiences. With advancements in technology like VR and AR, designers can create multi-dimensional narratives that offer deeper engagement. The future of design lies in integrating these technologies to craft experiences that are visually stunning and emotionally impactful.

My last film showcase was in 2023 at the United states tour, showcasing animated films to child and families. Seeing the audience engage with the narratives was incredibly rewarding. I am planning my next exhibition for late 2024, focusing on blending traditional storytelling with cutting-edge digital technology for more immersive experiences.

My design inspiration comes from a blend of external experiences and introspective exploration. I seek out new experiences to broaden my perspective, but I also look inward, catching feelings and emotions that I’m eager to tell. These emotions often resonate with people from different cultures. Additionally, I draw inspiration from films, art, literature, and everyday interactions, constantly observing and reflecting on how stories can be visually communicated.

My design style is narrative-driven and emotionally resonant, focusing on visual storytelling. I was drawn to this style through my passion for films and stories that explore deep human emotions, like "Frozen" and "Spirited Away." The main characteristics of my style include intricate details, dynamic compositions, and immersive experiences. My approach involves thorough research, iteration, and collaboration to ensure that every element supports the narrative and enhances the viewer's emotional connection.

I live in China, a country rich in cultural heritage and history. This cultural backdrop profoundly influences my designs, providing a wealth of stories, symbolism, and artistic traditions to draw from. The pros include a deep well of inspiration and unique perspectives that make my work stand out globally. However, the cons involve navigating varying expectations and balancing traditional elements with modern design trends to appeal to a broader audience.

I work closely with companies to understand their vision, goals, and target audience. This involves regular communication, presenting initial concepts, and iterating based on feedback. Collaboration is key, as it ensures that the final design aligns with the company's objectives and resonates with their audience. I strive to maintain a balance between creative innovation and meeting the client's practical needs.

Companies should look for designers who have a strong portfolio that demonstrates both creativity and the ability to meet project goals. Effective communication and a collaborative spirit are essential. Companies should also provide clear project briefs and be open to the designer's insights and suggestions. Selecting a designer who shows adaptability and a keen understanding of the company's vision and target audience will lead to successful collaborations.

My design process begins with understanding the narrative and the emotional journey we want the audience to experience. I immerse myself in the story, identifying key moments and themes that need to be visually highlighted.

I start by brainstorming and sketching rough thumbnails to capture the essence of each scene. This step is crucial for experimenting with different compositions, camera angles, and character poses. Once the initial concepts are approved, I develop detailed storyboards, focusing on pacing, continuity, and visual storytelling techniques. I ensure each frame effectively conveys the intended emotion and advances the narrative.

Collaboration is a key component of my process. I regularly engage with directors, writers, and other team members to refine the storyboards and incorporate feedback. This iterative approach helps in aligning the visual direction with the overall vision of the project.

In the later stages, I might create animatics to visualize the timing and movement within scenes, providing a clearer picture of the final product. Throughout the process, my goal is to ensure that every visual element supports and enhances the storytelling, creating an immersive and emotionally resonant experience for the audience.

My sketchbooks, filled with ideas and concepts.

A custom-designed ergonomic chair that supports long hours of creative work.

A high-quality graphics tablet for digital illustrations.

A collection of art books from various artists and designers for inspiration.

A meticulously organized workspace that promotes creativity and efficiency.

My day starts with a light jog in the park, setting a positive tone. Mornings are spent sketching storyboards and collaborating with directors. A midday frisbee break sparks creativity. Afternoons involve refining storyboards and animatics, followed by team meetings to share ideas. Evenings are reserved for personal projects and relaxation, often with an inspiring film or sketching future ideas. This balanced routine keeps me energized and creatively fulfilled.

Embrace curiosity and never stop learning. Focus on storytelling and emotional resonance in your work. Seek feedback from peers and mentors, and don't be afraid to iterate and refine your ideas. Balancing technical skills with creative vision is key to success.

Positives: Creativity and innovation, the joy of seeing ideas come to life, and the ability to impact audiences emotionally. Negatives: Tight deadlines, creative blocks, and the challenge of balancing client expectations with artistic vision.

Always prioritize storytelling and emotional connection. A design should resonate with the audience on a deeper level, beyond just aesthetics.

Strong storytelling, technical proficiency in design software, an eye for detail, and the ability to collaborate effectively with a team.

My toolbox includes Adobe Photoshop, Illustrator, Storyboard Pro, and Wacom Cintiq. Books on storytelling and cinematography, and films like "The Greatest Showman" for inspiration.

I prioritize tasks, set clear deadlines, and take regular breaks to maintain creativity and productivity. Balancing work with light activities like jogging helps keep my mind fresh.

The timeline varies based on complexity, but a typical storyboard sequence can take from a few days to a couple of weeks, depending on revisions and feedback cycles.

"Where do you get your inspiration from?" I often share that my inspiration comes from both personal experiences and exploring new environments, as well as from films and stories that resonate emotionally.

My most important job experience was creating the visual development and storyboarding for a major Warner Bros 3D animated feature. This role honed my skills in narrative visualization and collaboration with a high-profile team.

My clients include major studios such as Warner Bros., Aniplex, and ByteDance, and also a lot of culture groups and studios. Collaborating with these industry leaders has refined my storytelling and design skills.

I enjoy creating storyboards and visual narratives that evoke strong emotional responses. Crafting stories that connect with audiences on a deep level is incredibly fulfilling.

I aim to continue pushing the boundaries of visual storytelling, exploring new technologies like VR and AR. My goal is to tell compelling stories that resonate globally and drive innovation in the industry.

I thrive in collaborative environments, working closely with directors, producers, and other artists. However, I also enjoy developing initial concepts independently to bring a unique vision to the team.

I am currently working on a new VR narrative project that explores human emotions and societal themes. This project aims to create an immersive experience that engages and challenges the audience.

People can contact me via email at: zhike_yang@126.com or through my professional website, www.kekyang.com.

I am passionate about mentoring emerging artists and designers, sharing my knowledge and experiences to help them navigate the industry. Fostering new talent is crucial for the future of storytelling and design.

It all starts with one word: support.At the beginning, we focused on an activity that could embody the concept of support through a duo performance. The story’s core is about support—support from family and even from someone who didn’t understand you before but grows to wholeheartedly stand by you.Lion dancing represents a traditional, nostalgic activity popular across the broader Oriental region—a shared childhood memory for many. Ballet, on the other hand, represents a dream for children, with its elegant moves, fancy costumes, and pure imagination of a different culture. What’s often overlooked is that both dances require partnership. This dance takes two.

Every generation has its own vibrant life and unique timeline. They were once young, strong, and swift—just like us. These cherished memories and activities remain lively and deserve to be seen. It’s our responsibility to inherit and preserve them, bringing them into a new form.With modern techniques continuously evolving, we now have the tools to give these traditions new life while respecting their essence.

Embroidery has long been a common technique for adding intricate details to fabrics. That’s why we developed a tool to streamline the creation of embroidered designs. It allows us to control thickness, metallic effects, and even silk threads, while adjusting stitch patterns easily.This tool enabled us to recreate traditional patterns from costumes we studied, without requiring artists to thread each element manually. With just a pattern, we could produce elegant silk sheets.For example, the little girl, our protagonist, wears a hanfu-inspired dress. In real life, such garments would feature layers of handmade embroidery—gold and silk threads creating shimmering effects under sunlight as the dancer moves. We applied the same approach to the ballet dress and shoes, ensuring the traditional aesthetic of Oriental art was sustained and integrated beautifully into the design.

Thanks to our talented composer Zak McNeil, we achieved the unforgettable earworm effect we aimed for, even within a runtime of less than three minutes. The process began with finding a concept theme melody, followed by using different instruments to represent the characters. We wanted the music to be more than just a background element—it needed to play a starring role in the film.Since this story bridges cultural barriers, music was the perfect medium to achieve that goal. I’m incredibly proud of our composer for nailing it so perfectly.

The soundscape of Renai Dance is deeply rooted in the film’s theme of connection—across cultures, emotions, and time. From the start, I wanted the music to serve as a bridge, weaving together elements that reflect the story's universal yet intimate narrative.Drawing from oriental traditions allowed me to pay homage to my cultural heritage, with instruments and motifs that evoke a sense of nostalgia and grounding. At the same time, incorporating modern symphonic compositions brought a dynamic, global resonance to the project, aligning with its contemporary setting and appeal.This cross-cultural blend mirrors the characters’ journey—finding harmony amidst differences. Music has always been a universal language, and by integrating these diverse elements, I hoped to echo the film's message: that beauty emerges when unique perspectives and traditions dance together.

The integration of a Maya-centric workflow and custom Python tools in Renai Dance Animation was essential to bridging our artistic ambitions with technical precision. These technological choices weren’t just about efficiency—they were about creating the freedom to explore and refine the artistic vision without being constrained by technical limitations.Maya served as the backbone of our pipeline, allowing us to craft intricate character animations and dynamic environments. Its versatility enabled seamless collaboration across the team, from rigging to rendering, ensuring every detail aligned with the story's emotional core. However, where Maya's native tools fell short, custom Python scripts came to the rescue.For instance, Our TD Wenjie Wu developed Python tools to streamline repetitive tasks like managing assets, and optimizing rendering workflows. This not only saved time but also allowed the team to focus on refining the artistry—perfecting the subtleties of movement, light, and texture that made the story so visually evocative.

The theme of cultural preservation is not just about safeguarding the past—it’s about finding a harmonious rhythm between honoring our roots and embracing the possibilities of the future.Through the story of a family rediscovering connection and meaning through their shared cultural legacy, I wanted audiences to feel the warmth and depth that tradition brings to our lives. It’s a reminder that these traditions, whether they are dances, crafts, or stories, are more than static relics—they are living expressions of identity, creativity, and resilience.In modern times, it’s easy to lose sight of these treasures in the rush of progress. This animation invites audiences to pause and remember: beautiful culture is a treasure of all human.

Balancing technical constraints with artistic vision required staying deeply connected to the emotional essence of Renai Dance Animation. Every decision, from simplifying character designs to optimizing animation rigs, was guided by the story's emotional heart.We prioritized key moments that conveyed the deepest feelings, ensuring the visuals served the narrative. By embracing creative problem-solving and focusing resources on impactful scenes, we maintained the story's emotional resonance while respecting production limitations. This synergy between practicality and artistry brought the vision to life.

The character designs in Renai Dance Animation were inspired by the desire to honor Chinese heritage while appealing to a global audience. Traditional Chinese art, such as flowing silk textures and intricate patterns, informed the designs, while contemporary aesthetics added a modern, relatable touch.

The international recognition of Renai Dance Animation, including the Gold A' Design Award, has been profoundly inspiring. It reaffirmed the universal appeal of stories rooted in cultural heritage and encouraged me to further explore the intersection of tradition and innovation.For future projects, I aim to delve deeper into untold cultural narratives, blending advanced animation techniques with heartfelt storytelling. This recognition motivates me to continue bridging cultures, creating works that resonate globally while preserving the uniqueness of their origins.