01DESIGN CHALLENGE
I worked with Dino Claypool and Sophia Zhang on this project to create two 16:9 ratio teaser / logo animation that will appear on Netflix to let audiences know that Sesame Street has found a new home on Netflix. In addition to attract children, this teaser is also intended to reach the parents, reminding them that they can now find Sesame Street on Netflix.
We want to make it more unexpected. Therefore, one video will feature the Sesame Street characters unexpectedly "hacking" the Netflix logo to create surprise. The other is a pre-roll ad that highlights Sesame Street moves in to their new home on Netflix.
We want to make it more unexpected. Therefore, one video will feature the Sesame Street characters unexpectedly "hacking" the Netflix logo to create surprise. The other is a pre-roll ad that highlights Sesame Street moves in to their new home on Netflix.
02 RESEARCH
Sesame Street is an American educational children's television series that combines live-action, sketch comedy, animation, and puppetry. Sesame Street would begin to air new episodes on Netflix. To include the acquisition of older episodes by Netflix, new episodes will be released on both platforms on the same day, along with past Sesame Street seasons.
Existing Trailers: Sesame Street are coming to Netflix, N is for Sesame Street.
Existing Trailers: Sesame Street are coming to Netflix, N is for Sesame Street.
03 CONCEPT development
Storyboard
Style frame 01
Style frame 02
CONCEPT 1 Unexpected Logo
Every time you access Netflix on mobile device, there’s a logo animation, but this time it seems a bit unexpected.
I'll be more responsible for animating this concept, but at the same time I'll be following up on the second concept to give feedbacks.
Every time you access Netflix on mobile device, there’s a logo animation, but this time it seems a bit unexpected.
I'll be more responsible for animating this concept, but at the same time I'll be following up on the second concept to give feedbacks.
Storyboard frame 1
Storyboard frame 2
Storyboard frame 3
CONCEPT 2 Just Moved In!
Sesame Street characters have just moved in to the big family of Netflix!
This concept calls for both Cel-Animation and Composite, and my other two group members will collaborate on the development of this concept. Also, they will be involved in the feedback of the first concept.
If you're interesting in the process for this concept, check out my group member's website: Dino Claypool, Sophia Zhang.
Sesame Street characters have just moved in to the big family of Netflix!
This concept calls for both Cel-Animation and Composite, and my other two group members will collaborate on the development of this concept. Also, they will be involved in the feedback of the first concept.
If you're interesting in the process for this concept, check out my group member's website: Dino Claypool, Sophia Zhang.
04 PACKAGING
Landing Page Idea
App Icon Idea
I explored various Netflix user interfaces collaboration idea. The goal is to enhance users' recognition of “Sesame Street x Netflix”.
05 ANIMATION pass
I experimented with AI-generated Elmo's voice to say “Sesame Street is now on Netflix.” for a better result. Initially, the process was not smooth, but after I continuously adjusted the footage and sound effects, the results showed significant improvement.
Different AI voice over test: Click to listen.
Different AI voice over test: Click to listen.
First Pass With "NOW ON" Text
First Pass With Elmo Voice
During the first pass, the most significant feedback I received was: "ELMO looks like ELMD, try different art style with ELMO part, also think about having more interesting movement for Elmo."
Therefore, in the second pass, I decided to completely replace “ELMO” with a highly realistic style, creating a stark contrast with “NET.” I also provided two distinct animation versions for selection.
Therefore, in the second pass, I decided to completely replace “ELMO” with a highly realistic style, creating a stark contrast with “NET.” I also provided two distinct animation versions for selection.
Second Pass Elmo Jump Ver.
Second Pass Elmo Run Ver.
During the second pass, the art director really like my new "ELMO" logo animation, which leads to the next feedback: "Try to make the Elmo character more realistic, just like the logo"
Therefore, in the third pass, I explored two different ways to make it look realistic. Live-action puppet toy and AI generation. I provided two distinct animation versions for selection.
Therefore, in the third pass, I explored two different ways to make it look realistic. Live-action puppet toy and AI generation. I provided two distinct animation versions for selection.
Third Pass AI Ver.
Third Pass Live-Action Puppet Ver.
During the third pass, the art director likes the puppet one, and want us to adjust the lighting, meanwhile try to make Elmo feel more alive.
I re-shot the live-action version with Sophia Zhang, where she handled the lighting and I operated the Elmo puppet. I then composited the footage to create the final animation at the top of this page.
Concurrently, I continued to explore the potential of AI, believing it holds significant promise for full animation production or, at the very least, preliminary motion explorations.
Below are three AI exploratory examples.
I re-shot the live-action version with Sophia Zhang, where she handled the lighting and I operated the Elmo puppet. I then composited the footage to create the final animation at the top of this page.
Concurrently, I continued to explore the potential of AI, believing it holds significant promise for full animation production or, at the very least, preliminary motion explorations.
Below are three AI exploratory examples.
Here's how I did these AI motion test:
I create a greenscreen Elmo image (left) to put into AI video generator like Kling and Veo 3.
Prompt: This is a red puppet, keep its entire body visible in the frame. It jumps upward from the right, then lands back on the ground, raising its arm to point left. No camera movement.
For a detailed workflow on generating motions with AI, please refer to my previous AI case study.
I create a greenscreen Elmo image (left) to put into AI video generator like Kling and Veo 3.
Prompt: This is a red puppet, keep its entire body visible in the frame. It jumps upward from the right, then lands back on the ground, raising its arm to point left. No camera movement.
For a detailed workflow on generating motions with AI, please refer to my previous AI case study.
06 STYLES
Cartoon
2D
AI 3D
Live-action
Style Exploration at a Glance.
I explored four distinct styles: cartoon, 2D, 3D, and live-action, in order to identify the most suitable artistic approach for this animation. Ultimately, I believe each has its own merits.
I explored four distinct styles: cartoon, 2D, 3D, and live-action, in order to identify the most suitable artistic approach for this animation. Ultimately, I believe each has its own merits.
07 Ipad mock up
08 BEHIND THE SCENE
Yes, I actually bought an Elmo puppet for this :)
which massively improved my 3D tests—it was totally worth it.
We shot all the scene in my workstation, and used three different light sources to get the best effect.
This project was incredibly interesting to me, less as a task and more as a journey of creative discovery. I kept thinking that "How can I make this animation surprising? What art style best serves the story?" The final piece emerged from this step-by-step experimentation. The project's flexibility is clear—I can easily advance the 2D style from the second pass if client preferred.
I also learned about the importance of teamwork. The feedback from my teammates was essential, allowing me to make numerous improvements before the art director's review and ensuring each pass was high-quality. I am truly grateful to my group members :)
Link to project slides: Click me
I also learned about the importance of teamwork. The feedback from my teammates was essential, allowing me to make numerous improvements before the art director's review and ensuring each pass was high-quality. I am truly grateful to my group members :)
Link to project slides: Click me
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