DreamWorks Animation selects Shine to design, animate
and produce the main title sequence for Kung Fu Panda
collaboration of designers and animators creates alternative 8-minute sequence at the film’s end
(June 9th, 2008; Los Angeles) Design and branding studio, Shine, has designed and produced the main title sequence for DreamWorks Animation’s new film, “Kung Fu Panda” starring Jack Black, Dustin Hoffman and Angelina Jolie. With an atypical approach, Michael Riley, Shine’s creative director, composed images of traditional Chinese landscapes, calligraphy and 2D character animation set in a 3D landscape all choreographed to the classic Carl Douglas song “Kung Fu Fighting”; remixed by Cee-Lo Green, accompanied by Jack Black. Riley’s concept included reprising the film’s main characters in original cell animations by finding them hidden in a gigantic Chinese calligraphy character. This mix of disciplines required a tremendous collaboration between Shine, James Baxter Animation and the DreamWorks Animation team of animators, production designers and directors.
The initial brief from Kung Fu Panda’s directors John Stevenson and Mark Osborne called for a main title sequence that would serve as a bookend to the dream sequence that opens the film. Finding inspiration in the way traditional Chinese scrolls roll open, Riley expanded upon this motion to develop the direction the sequence would move across the screen. The resulting design includes 2D cell animations of the film’s “Furious Five” main characters performing signature kung fu moves, hand rendered Chinese calligraphy symbols and animated lighting effects.
As the Shine team developed the sequence pacing and composition, Jen Yuh Nelson, head of story for “Kung Fu Panda”, provided story beats to establish each character, ensuring that the beats would express each animal’s spirit and personality. Shine’s artists enjoyed access to a wealth of additional resources in concept art renderings for the film; many of which were graphically modified within the scrolling background animation. “Working directly with the filmmakers was such a pleasure for us. Many of the people involved in making this movie have been a part of its creation for 5 years. Their insight into the characters was essential. They wanted the film to have a heart, and we tried to follow that direction. I think the collaboration led to a more emotional and visually interesting sequence,” said Riley.
Co-Director Mark Osborne said, “Working with Shine was an incredible experience for us. They created such a richly textured and strikingly beautiful ending to our movie that exceeded our expectations in every way.”
For further information contact:
LMPR
(949) 675-1592
Leslie Mais: Lmais@LMPR.com
ABOUT SHINE. Shine is a creative design and production studio specializing in branding and storytelling for the entertainment and advertising industries. With its roots planted in Hollywood, Shine's team leverages its conceptual thinking and deep experience in branding, advertising and design to help some of the biggest names in the entertainment and advertising worlds communicate their message. Shine's mission is to fuse striking conceptual thinking with the cutting edge crafts of full-motion electronic media in an effort to distinguish brands, personalities, stories and experience.
client: DreamWorks Animation
Jeffrey Katzenberg
Mark Osbourne
John Stevenson
Nancy Bernstein
Melissa Cobb
Jennifer Yuh Nelson
Ramone Zibach
Teng Keng Heng
Jeff Hermann
Kristina Reed
Shine Credits:
Creative Director; Michael Riley
Executive Producer; Bob Swensen
Designer / Animator; Dru Nget
Animator; Dan Meehan
Animator; Zack Nederlander
