Animation

Jack Lai

Let Your Imagination Fly

Let Your Imagination Fly is an on-air campaign promoting Pentel’s latest mechanical pencil, the ERGoNoMix. The campaign comprises three television spots targeted to different consumer groups that integrate with the branding and concept “Let Your Imagination Fly.” These spots employ the motifs of fighter jets, a roller coaster and a butterfly. The campaign evokes the mechanical pencil as a tool to set one’s creativity free and explores how digital and analog tools such as software and computers shape our ideas. Each spot incorporates composited 3D animation with film and illustration.

Jack Lai