Tourism Authority of Thailand: Songkran Festival

OVERVIEW

Once again, BBC Storyworks and Mummu Studio have combined their creative talents to craft a captivating animation that promotes Thailand as a tourist destination and highlights its unique experiences. This collaboration, commissioned by the Tourism Authority of Thailand, is a 30-second animated TVC that will air globally on BBC News networks. It aims to entice tourists worldwide, showcasing the New Year festival of Songkran and the country’s rich cultural heritage.

Tourism Authority of Thailand: Songkran Festival
Tourism Authority of Thailand: Songkran Festival

Storyboard

Tourism Authority of Thailand: Songkran Festival

The team at Mummu Studio created detailed drawn storyboards, character designs, and background designs. These elements were then seamlessly integrated to create a visually stunning narrative. The animation offers a unique and inspired interpretation of Thailand and its people, inviting the world to experience the Land of Smiles!

Character Design

Tourism Authority of Thailand: Songkran Festival

Final Artwork

Tourism Authority of Thailand: Songkran Festival

It was a delight that the client chose to use animation over live action, and the team at Mummu Studio went above and beyond to ensure every detail was meticulously brought to life. Various animation techniques were used to maximise the potential for movement in each scene. Traditional animation, a detailed process involving drawing each frame by hand, provided fluid movement for the water and some key character actions.

Tourism Authority of Thailand: Songkran Festival
Tourism Authority of Thailand: Songkran Festival

After Effects character animation, a digital technique for more complex movements, was used to animate the characters in dynamic posed positions. To capture the atmosphere of Songkran and the beautiful nature of Thailand, the characters were composited with the background using subtle lighting effects and transitions.

Tourism Authority of Thailand: Songkran Festival

 

The result was a 30-second TVC that not only promotes the vibrant New Year festival of Songkran but also captures the joy and excitement of this celebration. This festival, deeply rooted in Thailand’s intangible heritage, is when the streets come alive with water fights and the air is filled with the scent of jasmine!

Tourism Authority of Thailand: Songkran Festival

CREDITS

Client
Tourism Authority of Thailand
Agency
BBC Storyworks
Agency Creative Director
Melanie Clancy
Agency Producer
Emily Ho
Directed and Produced by
Mummu
Animation Directors
Sam Atkin & Karl Hammond
Storyboarding and Background Design
Josh Patterson
Character Design
Jessica Lucía Flores
Animation
Robert Findley & Katie Taysum
Compositing
Luke Simpson & Rafael Aflalo
Sound Design
Lefteris Xanthis

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