Background
The Japanese Racing Association (“JRA”), an operator of horse racing venues, was undergoing a re-branding effort, and wished to create a dynamic animation for G1* racing that would be shown on large outdoor screens and in TV commercials. (*There are three “levels” of horse racing in Japan: G3, G2, and the most elite, G1)
The JRA,through its advertising agency, LYNX KK, was looking for a more inventive, “American”-style design approach, rather than the conservative style that is typically available in Japan. It commissioned several design firms throughout the US to develop concepts for this application.
The storyboard I designed for this animation
Rainbow Japan, an affiliate office of Rainbow Multimedia Group, of which I was the Creative Director, won the contract to design this animation.
Working closely with the client, I created the storyboard below:
- Open to a side view of a JRA racetrack, then elevate and rotate around it
- A “flash” causes the track to be “eaten away”
- We drop through a removed portion of the track
- Two bright gold tubes enter from left to form an outline for the new G1 logo
- When the two outline tubes meet, they cause a bright flare in the center of the logo
Japanese Racing Association by jonsutz
Results
- My concept and storyboard were selected by the JRA, and produced in several variants, by a Japanese firm
- Rainbow Japan and Rainbow Multimedia Group won additional projects with LYNX-KK