VCD- "Up in the Air" film title

Computer as Motion Tool (Caroline Young)
Fall 2010

My first attempt in using Adobe AfterEffects. The assignment was to make a film title for a motion picture that features at least 8 titles. I chose one of my favorite movies, Up in the Air, which features George Clooney as Ryan Bingham, who makes a living traveling to workplaces around the US, and conducting layoffs for bosses who are too cowardly to do it themselves. He promotes the virtues of a life, free of relationships with people and things through motivational speeches.

Since Ryan Bingham is always travelling, I focused on the carry-on suitcase for business travel. The opening credits goes in and out of a suitcase with titles superimposed on credit cards, travelers cards, clothing tags and personal hygiene items etc. The music I used is "Security Ballet" by Rolfe Kent to give a light feel while expressing Bingham's confident and effective personality.

"Up in the Air" film title from Elaine Li on Vimeo.
(password: lielaine)

VID- Blood Donation (2008)

Self-initiated project

30 sec TVC for Australian Red Cross

This is one of my portfolio work for college application from 2008. I created this 'animation' by merging nine image files with Windows Movie Maker.

This commercial is based on a set of ‘upside-down’ font that I created. The font is based on Times New Roman, in which letters are rotated 180° but still make sense. The idea of this advertisement is to promote blood donation, in which the viewer tries to make sense of ‘poolq’ then realizes that it is the upside down version of ‘blood’. I hope to promote the idea of standing in other’s shoes, to see in other’s perspective. I hope audience would turn their heads upside down to view the word ‘blood’.

VID- 頭文子堅

For those who know Jay Chou and have seen this particular Hong Kong advertisement,