* peiping machine brewing × so creative studio: gift box series
#animation #socreativestudio #peipingmachinebrewing
In recent years, I’ve teamed up with SO Creative Studio and Beijing-based brewery Peiping Machine on a series of limited-edition holiday gift boxes. Each one reimagines a traditional Chinese festival with bold visuals and cheeky cultural twists.
While SO Creative led the visual identity and packaging, I handled the 30-second animations—translating each concept into motion. Every project draws from a different cultural symbol or moment, blending nostalgia with playful, modern energy.
Created for the Mid-Autumn Festival in 2022, Lime Gose Club marked the first in this holiday series. Designed during the pandemic, it aimed to bring a dose of brightness and fun to a difficult time.
SO Creative Studio drew inspiration from China’s green health codes — once required for travel and public access — reimagining them as retro arcade-style graphics. Paired with a custom pixel typeface, the design playfully captured the beer’s tangy, fizzy character while nodding to a unique cultural moment.
I brought these visuals to life through 2D animation, incorporating pixel transitions, game-inspired motion, and QR code elements. The result is light, rhythmic, and joyfully nostalgic — true to both the beer and the spirit of the project.
credits
director - Yixin Shen
executive producer - Yebeini Wang
graphic design - SO Creative Studio
storyboard - Yixin Shen
animation - Yixin Shen
sound design - Yixin Shen
published date
09.2022
Following the success of Lime Gose Club, Eight Connected Whips was created for Chinese New Year, drawing inspiration from the childhood memory of firecrackers. The design captures their joyful chaos — bright, loud, and bursting with festive energy.
Each of the eight cans is styled after a different type of firecracker, forming one long “whip” when linked together — echoing the tradition of setting off strings of fireworks to welcome good fortune. Opening one can each day turned into a playful countdown ritual for the holiday.
In the animation, I amplified this explosive energy through bold graphics, rhythmic cuts, and transitions that mimic a burning fuse — building momentum before each burst, igniting the celebratory tone.
credits
director - Yixin Shen
executive producer - Yebeini Wang
graphic design - SO Creative Studio
storyboard - Yixin Shen
animation - Yixin Shen
sound design - Yixin Shen
published date
12.2022
To welcome the Year of the Dragon, this project reimagines two iconic Chinese symbols — the dragon for strength and fortune, and the phoenix for grace and renewal. Their union represents harmony and prosperity, brought to life here with a vibrant, modern twist.
The visual identity fuses rave aesthetics with traditional motifs, using glowing outlines, layered graphics, and overlapping typography to amplify the energy. Even the beer flavours — infused with Dragon Well and Phoenix Oolong teas — reinforce the symbolic theme.
For the animation, I focused on capturing this electrified atmosphere through dynamic lines, rhythmic transitions, and flashing graphics. The layered visuals evoke the dizzying joy of a festival night — like a neon toast to the new year.
credits
director - Yixin Shen
executive producer - Yebeini Wang
graphic design - SO Creative Studio
storyboard - Yixin Shen
animation - Yixin Shen
sound design - Yixin Shen
published date
01.2024
Kicking off the Year of the Snake, Snakey Trick pays tribute to classic kung fu films — particularly Jackie Chan’s Snake in the Eagle’s Shadow — by blending martial arts flair with playful beer culture.
Each can mimics a vintage kung fu poster, paired with a bold flavour and a signature move. The packaging’s dramatic colour blocks nod to the stylised intros of Shaw Brothers cinema.
For the animation, I channelled kung fu’s rhythm and energy through punchy transitions, dynamic cuts, and bold visual strikes. It’s both a playful homage and a celebratory toast — where every move hits with nostalgic force.
credits
director - Yixin Shen
executive producer - Yebeini Wang
graphic design - SO Creative Studio
storyboard - Yixin Shen
animation - Yixin Shen
sound design - Yixin Shen
published date
01.2025