Styleframes
Kakao Player
Problem
Vinyl record players are often associated with nostalgia and an older audience, which posed a challenge in marketing Kakao’s new product to a younger demographic. The goal was to reimagine the vinyl player in a fresh, playful way that aligns with Kakao’s brand identity and appeals to modern consumers.
To break away from the traditional "old-school" image, I created a vibrant 3D animation in Cinema 4D, incorporating Kakao’s beloved characters in a whimsical world. Instead of simply showcasing the product, I transformed the vinyl record into a playful landscape where characters drive their tiny cars over the spinning surface. This creative approach injected fun and energy into the product presentation, making it feel modern, engaging, and perfectly in sync with Kakao’s brand personality.
Process
Nov 1
Research and Storyboards
Nov 24
Design Start
Dec 2
Animation
Dec 29
Final Publish
Design References
Color
#ffd52a
#e65555
#ffa842
I gathered reference images of 3D animations that featured vibrant colors, dynamic movement, and cute character interactions. Inspired by playful commercial animations and stylized toy-like environments, I aimed to blend a nostalgic medium with a fresh, contemporary aesthetic. The result was a visually rich and engaging animation that resonates with both vinyl enthusiasts and Kakao’s younger audience.
.png)
.png)
.png)
Early Storyboard
The first storyboard had an entirely different plot from the final outcome. My initial plan started with Ryan, the character, jumping out of the record player and jumping inside the car. After a giant clab board covers the screen (transition), Ryan is now riding his car around the LP player. After I finished the storyboard, I felt some points to be fixed.
Ryan remains a miniature toy character throughout the entire scene, captured in an extreme wide shot, emphasizing his small proportion. I wanted to include at least one shot of Ryan moving or driving, resembling a normal-sized person rather than a small toy. After such reconsideration, I decided to revise my plan slightly.
.png)
.png)
.png)
Early Styleframes (1)
After researching more 3D motion graphics from Kakao for reference, I discovered that they often begin with the character in a mono-colored environment. Drawing inspiration from this, I decided to start my animation in a yellow-colored environment, with the character riding the car. The scene then transitions back to the real world, where the character then appears as the miniature product.
Early Styleframes (2)
Working on the second shot was also very challenging. I constantly asked questions myself, such as: "Should it look realistic, or dreamy?" "What color should the LP player be?" and "Which props should I include in the background? How would I arrange it?" While there was a particular concept outlined during the pre-production phase, I opted to explore a variety of design styles through my styleframes.
I showed my styleframes to my professors, my friends, and my parents, "Which designs triggers your attention the most?" After 3 days of survey, I decided to pick the one that recieved the highest preference. I was finally able to finish my first 3D Project.
Styleframes
