Client: Xiaomi Corporation
Illustration: Zengafan
Agency: Chengdu White Hole Culture Communication Co.
Xiaomi is a Chinese company that designs and manufactures consumer electronics, home appliances, and smart devices, along with related software and services. The illustration I created in 2022 for Xiaomi online advertising campaigns. The theme of this campaign is about graduation season.
I combined elements like students, schools, books, and studying to reflect the experience of graduating.
Due to the long-form illustration format, I used long roads to connect the scenes, symbolizing the different paths people take after graduation. The transition from a cool blue night to a warm yellow day represents a bright and hopeful future for all graduates
I presented two options: one with brighter colors and another with deeper tones. I also made some adjustments to the background characters in both versions. In the end, the client chose the brighter design ( Direction One)
The illustrations were designed for a long-form WeChat post, allowing users to scroll through seamlessly on their phones as they read.
