Tencent IEG: Visual Storytelling for Rural Education

“Commissioned by Tencent IEG, this project is a picture book+animation shorts created for the ‘Echoes of the Valley' Rural Revitalization initiative, featuring original characters inspired by children from Nujiang, Yunnan, who also provided the voiceovers. By transforming language into an artistic medium that connects the mountains to the sea, the work utilizes playful visual storytelling and motion narratives to authentically broadcast the voices and stories emerging from the deep valleys.

The character designs are deeply rooted in Nujiang’s unique biodiversity, distilling rare species such as the Ili Pika, Yunnan Snub-nosed Monkey, and Sunbird into approachable, endearing archetypes. The environment design is rigorously grounded in the local geography, weaving indigenous flora and traditional ethnic instruments into the visual details to construct an authentic, imaginative narrative space.

Silver Award, 2023 Shanghai International Advertising Festival (SHIAF)