Vivien Christian Cahyadi

Client

Land Transport Authority

Studio

CraveFX

Credits

Director: Joshua Tan
Producer: Ong En Ci, Mun Choon Yong
Supervisor: Khoo Yi Hui
Lead Artist: Yeon Hui Shan
Concept: Grace Ho
Illustration & 2D Motion Design: Vivien Christian Cahyadi, Jackson Choong, Tammy Leow
3D Asset Creation: Yeon Hui Shan, Toh Jia Hui
3D Character Animation: Tammy Leow, Derwin Silamaya Suhali, Toh Jia Hui
Sound Design: Zahin Anwari

Year

2022

The Thoughtful Dance is a lively 30-second animated video blending 2D and 3D animation, starring five iconic LTA characters showing off their signature dance moves. Designed for digital screens across Singapore's train stations, this cheerful clip aims to remind commuters to be kind, considerate, and gracious while on the move. I was responsible for storyboard, illustration and animation of the 2D elements.

Style

We gave the campaign a fresh visual twist by leaning into a bold pop art aesthetic. Coming up with the style was fun, each character pops in their own monochromatic color scheme, set against a vibrant backdrop full of punchy hues, halftone textures, and comic-style typography. The scene is filled with 2D characters from all walks of life, designed to represent Singapore's diversity, interacting with our 3D modeled thoughtful bunch stars — Move-in Martin, Bag-down Benny, Stand-up Stacey, Hush-hush Hannah, and Give-way Glenda.

Storyboard

The storyboard informs how the video will flow. Transitions are straightforward with motion blurred pans, designed to be dynamic much like LTA's theme of being on the move.