top of page

New Year,
Niu Me


Produced in

Concept, Art Direction,

Design, Cel Animation


The Idea

2021 was the Year of the Ox in the lunar calendar and I was tasked with developing a social media post that was supposed to be cheeky, witty and fun.


The concept is loosely based on the idea that with every new year, people have new resolutions, one of the most common ones being "I will go to the gym and work out". That developed into the narrative for this video which is about how an obese ox buffs up into wrestler-size and flexes his coolness with the new year.


A fun fact is that some wordplay is involved. 'Niu' is the hanyu pinyin for the chinese word 'cow' and also has the added benefit of sounding almost exactly like 'new'.

bottom of page