--
In 1993 Garson Yu, Founder/Creative Director of the award-winning 20-year-old company yU co, was a young designer with the then leading design studio R/GA LA working on his first title sequence design project for the film The Joy Luck Club, the first Hollywood film with an all Asian cast. Flash forward 25 years to 2018 and the release of Crazy Rich Asians, the first Hollywood film since The Joy Luck Club to feature an all-Asian cast, and once again the Hong Kong-born Yu handled the design of main-on-end title sequence.
The full-circle' moment is hardly lost on Yu, who sees parallels between the rise of his own career and this moment in time when a film like Crazy Rich Asians -- with an all Asian cast, as well as Asian director and based on the best-selling 2013 novel by Asian writer Kevin Kwan about a wealthy Asian family -- becomes one of the top grossing films of the year, spawning a new franchise.
My involvement in the project as an Asian American is important and meaningful to me, Yu says. 'Joy Luck Club,' directed by Wayne Wang, was my first title design project. I'm proud of the fact that 25 years later I'm working with another talented, new director John Chu on the main-on-end sequence for this incredible project. I'm equally proud of the fact that over the last 20 years we've built a creative studio that puts a high priority on diversity, and that mindset is a big reason why the company remains creatively vital and relevant to this day.
For evidence of yU co's relevance in Hollywood look no further than the company's spate of recent title design work on hit films like Tomb Raider (Warner Bros.), The Meg (Warner Bros.), the international hit Bleach (Warner Bros.), and the upcoming Mile 22 (STX Entertainment), which opens August 24.
'Crazy Rich Asians also continues our long-standing creative relationship with Warner Bros., a client that never ceases to challenge us with amazing films and filmmakers, as well as their deep-held belief in the important role title design plays in the overall cinematic experience, Yu adds.
Design Celebration:
Yu noted that the final shot in the film is of a spectacular fireworks display, and both he and Chu wanted to carry the high-energy, celebratory feel into the main-on-end title sequence, while also staying true to the specific graphic design of the novel's cover.
They achieved that through a dazzling kaleidoscope effect in which iconography from the film (beach umbrellas, diamonds, paper fans, mahjong tiles) cleverly dance around the credit in old-Hollywood, Busby Berkley choreographed fashion. Set to the instantly catchy song Vote by Miguel (produced by Mark Ronson of Uptown Funk fame), the end result is a colorful, art deco tinged burst of fun that will keep audiences engaged till the screen goes dark.
For yU co Art Director Edwin Baker and Producer Sarah Coatts, working on the Crazy Rich Asians end title sequence proved creatively satisfying because rather than drive a particular narrative, it was all about creating engaging graphic design.
For this we didn't have to tell a story, just use 3D and 2D animation styles to create this elaborate cinematic dance, Baker says. The goal was to create something that harkened back to a certain feeling of old Hollywood glamour.
Coatts notes that designing the transitions between the images in the sequence was a bit of a challenge. Through a bit of trial and error we came up with something fun, eye-grabbing and totally in sync with the spirit of the film, Coatts says.
Click here for more info about Crazy Rich Asians : https://www.warnerbros.com/crazy-rich-asians
Creative Credits:
Client: Warner Bros
Project: Crazy Rich Asians main-on end title sequence
Production/Post: yU co, Los Angeles, CA
Creative Director: Garson Yu Executive Producer/SVP: Carol Wong Producer: Sarah Coatts Associate Producer: Nicholas DeSantis Art Director: Edwin Baker Designer/Typographer: Yuanchen Jiang Designer: Grace Kang Designer/Animator: Chris Lopez Designer/Animator: Christina Liang Designer/Animator: Sun Ah Kim Designer/Animator: Tiber Ergur Animator: Yuee Seo Animator: Jason Lee Animator: Axel Alvarez Animator: Ian Ross Animator: Denny Zimmerman Editor: Sam Schlenker Compositing Supervisor: Gregory Jones IO Manager: Latoria Ortiz Technology & Software Manager: Andrew Burnett
# # #
About yU co
Founded 20 years ago by visionary creative director Garson Yu, yU co is a digital innovation studio designing memorable visual content for every medium. They are a collective of designers, filmmakers, creators and storytellers forging emotional connections and pushing the boundaries of design, specializing in crafting unforgettable content and experiences that captivate, inspire and bring people together. From film title design to VR, yU co creates content for traditional and unconventional formats. With offices in Hollywood, Hong Kong and Shanghai, yU co continues to offer boutique style creative and production services, collaborating closely with clients to achieve the most effective end product. For more info https://www.yuco.com
###
Most recent headlines
04/08/2024
Dalet, a leading technology and service provider for media-rich organizations, is excited to announce Santiago Solanas as its new Chief Executive Officer (CEO)....
03/06/2024
Dalet, a leading technology and service provider for media-rich organizations, a...
06/05/2024
It's almost go-time for the Holly Springs Salamanders! The season opener is ...
05/05/2024
A special evening performance by multiplatinum singer Becky G will provide a memorable conclusion to TeievisaUnivision's Casa Cultura upfront event on May 1...
05/05/2024
Giant media buyer Publicis is telling network sales executives that it does not think Nielsen's new panel-plus-big-data currency is ready for this upfront....
05/05/2024
WASHINGTON Glenn Kirschner, legal analyst at NBC News, blasted the media for referring to the New York trial of former President Donald Trump as a hush-money ...
05/05/2024
Catchy Comedy's weekend marathon sees The Beverly Hillbillies on the weekend of May 4-5. The event kicks off Saturday, May 4 at 11 a.m. ET, and runs through...
05/05/2024
NBC Sports has the 150th Kentucky Derby Saturday, May 4. The coverage begins at 2:30 p.m. ET on NBC and Peacock and the feature race at Churchill Downs in Louis...
04/05/2024
NEW YORK As the Asian Pacific American Heritage Month kicks off in May, Nielsen has released an extensive new report diving into their media habits with data sh...
04/05/2024
PHILADELPHIA As National Military Appreciation Month gets underway, Comcast has announced several new initiatives to help veterans, service members, and their f...
04/05/2024
WASHINGTON, D.C. Federal Communications Commission chairwoman Jessica Rosenworcel has announced a tentative agenda for the May Open Commission Meeting scheduled...
04/05/2024
The Broadband Forum has announced major enhancements to key 5G convergence standards that the group said will help advance next-generation applications, improve...
04/05/2024
Spotify Wrapped Campaign Spot Graded With DaVinci Resolve Studio
Brie Clayton May 3, 2024
0 Comments
Blackmagic Design today announced that Colorist M...
04/05/2024
Three Boston Conservatory at Berklee Alums Nominated for Tony Awards An additional eight alums and two current students performed in nominated productions.
...
03/05/2024
An innovative learning tool to help media and civil society better understand ho...
03/05/2024
PARK CITY, UTAH - JANUARY 21: (L-R) Actors K stutis Cic nas and Greta Grinevi i t , Director Marija Kavtaradze and Producer Marija Razgute attend the 2023 Sunda...
03/05/2024
If you aren't familiar with Danny Ocean's music, it's only a matter ...
03/05/2024
Spotify has an unwavering commitment to supporting emerging artists across all genres, to helping them launch and thrive in their careers, and to connecting the...
03/05/2024
Como uno de los sonidos de mayor expansi n en el mundo, la M sica Mexicana va m ...
03/05/2024
As one of the fastest-growing sounds worldwide, M sica Mexicana is more than jus...
03/05/2024
NEW YORK FuboTV reported that it lost 110,000 subs in Q1 2024 but it exceeded its guidance for the quarter with double digit year-over-year increases across key...
03/05/2024
Only 3 Weeks Left To Enter The Creative Industries Most Award
Brie Clayton May 3, 2024
0 Comments
Creativepool is giving a last call to the creative i...
03/05/2024
WePlay Studios Transforms the Future of Live Event Storytelling with AJA Gear
Brie Clayton May 3, 2024
0 Comments
By 2032, the esports market is expec...
03/05/2024
WASHINGTON Shannon Bream, Fox News Sunday anchor and chief legal correspondent, sat for a keynote chat at The Business of TV News, with Tom Umstead, senior co...
03/05/2024
WASHINGTON Asked how important is local news, Martha Raddatz, who has covered foreign conflicts for decades and moderated presidential debates for ABC News, s...
03/05/2024
Sony Pictures and Apollo Global Management have made a $26 billion cash offer fo...
03/05/2024
CBS announced its 2024-2025 primetime schedule, which features the new dramas NCIS: Origins, Matlock and Watson, and new comedies Poppa's House and Georgie ...
03/05/2024
Sports-focused streaming service Fubo said it reduced its red ink in the first quarter, despite losing 110,000 subscribers since the end of the year....
03/05/2024
Walmart is reportedly about to release a new 4K streaming box/smart speaker hybrid device for Google TV that could retail for as low as $50, according to a repo...
03/05/2024
Enhancements to its Delivery Workspace solution provide increased content delivery robustness and security
By Matthew Corrigan
Published: May 3, 2024
Enha...
03/05/2024
According to reports, if the bid is successful, Sony would be the significant majority shareholder of the new private company
By Jenny Priestley
Published: M...
03/05/2024
Located in Manchesters Spinningfields district, the course aims to equip students with the skills, knowledge and industry insight for a career in the creative s...
03/05/2024
Lightbridge has created a new Cine Reflect Lighting System kit, dedicated to enabling artistic lighting with consideration of today's productivity practical...
03/05/2024
Broadcast media systems integrator BeckTV and Lawo worked together on a large-scale AES67 build of radio control rooms at KPBS, San Diego's NPR and PBS memb...
03/05/2024
Raleigh, NC, April 12, 2024 SmallHD announces PageOS 6, a powerful software update free for owners of SmallHD monitors, featuring increased functionality, exp...
03/05/2024
SmallHD announces the Quantum 32 a new 31.5 OLED monitor designed to provide reference HDR/SDR images for post-production final color grading, as well as cri...
03/05/2024
By 2032, the esports market is expected to grow to $9.29 billion, bolstered by a global player count and fan following that both continue to climb. The 2023 Lea...
03/05/2024
Amagi, the global leader in cloud-based SaaS technology for broadcast and connected TV (CTV), today announced that the 11th edition of the Amagi Global FAST Rep...
03/05/2024
Riedel Communications today announced that Westdeutscher Rundfunk (WDR) is relying on a media and intercom network based on Riedel technology for the renewal of...
03/05/2024
Broadpeak , a leading provider of content delivery network (CDN) and video streaming solutions for content providers and pay-TV operators worldwide, announced t...
03/05/2024
Media technology innovator Limecraft will exhibit the latest updates to its online platform on stand G79 at the 15-16 May 2024 Media Production & Technology Sho...
03/05/2024
Audio interface specialist Prism Sound is partnering with console manufacturer Solid State Logic, professional monitor manufacturer PMC and acoustic panel and d...
03/05/2024
Intinor, Sweden's leading developer of products and solutions for high-quality video over the internet, is set to join forces with its UK partner Zest Techn...
03/05/2024
NAKIVO Inc., a fast-growing software company dedicated to protecting physical, virtual, cloud, and SaaS environments, announced its Q1 2024 financial results to...
03/05/2024
Hiltron Communications announces an addition to its range of satellite communication products and systems: a field-upgradable motorisation kit specifically desi...
03/05/2024
Visit LiveU at Stand D30
With this year an exceptional one for major sporting events alongside multiple, key elections, the power and flexibility of LiveU'...
03/05/2024
Agile Content, the leader in the development of technology and solutions for the provision of television services over the Internet, announces Koldo Unanue as i...
03/05/2024
Eight co-signers representing streaming services, pay TV operators and public interest groups have sent a letter to Congressional leaders urging their Committee...
03/05/2024
BOSTON Brightcove has announced that it has implemented Amazon Q Business, a new generative AI assistant on Amazon Web Services (AWS)....
-- 
