Yining Xie

I entered this competition because I believe award platforms like the NY Digital Awards play a vital role in elevating design discourse and celebrating creative innovation. Submitting my work was a way to both challenge myself and share a project that represented a meaningful step forward in my creative practice. Winning is incredibly validating. Personally, it affirms years of exploration—merging my creative design roots with motion design. Professionally, it gives my work greater visibility, expands future opportunities, and connects me with a broader global creative community.

M&M’s Flipping World began with a simple question: How do you express character without showing the character? Instead of animating Yellow, Red, and Blue directly, I set out to reinterpret their personalities through immersive 3D environments, using space, light, motion, and atmosphere as visual metaphors. The inspiration came from studying decades of M&M’s brand storytelling, from its humor and playfulness to the distinct emotional tones each character embodies. Yellow’s warmth and innocence, Red’s ambition and confidence, and Blue’s laid-back coolness became starting points for designing three separate worlds that feel abstract yet unmistakably “them.” At a time when the industry is shifting toward more conceptual, world-building approaches, this project reflects a growing desire for brand narratives that go beyond literal representation. It shows how motion design can transform personality into environment, turning character traits into spatial experiences. Ultimately, the project represents a more immersive, emotionally driven approach to animation, one that aligns with the future of brand storytelling.

What set this project apart was its commitment to character-driven world-building rather than character animation. Many brand pieces rely on literal mascots or familiar visual cues; instead, this project reimagines the M&M’s universe through abstracted cinematic spaces, allowing viewers to feel each character’s personality without ever seeing them. The strategic use of color, lighting, and spatial composition helped create an emotional connection within just a few seconds. The transitions were another defining element—each shift between worlds was crafted to feel motivated by character psychology, resulting in a smooth and meaningful visual flow. This conceptual reframing of the brand, combined with high-level execution in Cinema 4D, enabled the project to stand out as both innovative and deeply aligned with the essence of M&M’s.

One of the biggest challenges was creating three environments that felt distinct yet still belonged to the same universe. Each world needed its own emotional identity—warmth for Yellow, ambition for Red, and calm for Blue—while preserving a cohesive visual language. Achieving this balance required extensive iteration in lighting, texture development, and scene composition. Another significant challenge was designing transitions that felt natural and character-driven. Rather than cutting between scenes, I wanted the camera to glide from one world to another as if the personalities themselves were shaping the journey. This demanded careful planning of camera choreography and spatial layout to ensure the momentum felt intuitive and seamless. Ultimately, returning to the brand research and character insights helped guide the solution. Whenever the visuals felt disconnected, I revisited the emotional core of each personality, allowing narrative clarity to lead the technical decisions.

I hope this recognition opens doors to more collaborations where visual storytelling and motion design can make a meaningful impact. Awards create trust—they signal to clients and teams that thoughtful craft and conceptual depth matter. Even shortly after the announcement, I have received encouraging messages and new inquiries, and I look forward to the possibilities this momentum may bring.

People responded with excitement and curiosity. Many viewers mentioned that the environments felt surprisingly alive—almost as if Yellow, Red, and Blue were present without being shown. That emotional recognition was one of the most rewarding responses, because it meant the conceptual strategy resonated. Others highlighted the transitions as a standout element, noting how they stitched the worlds together in a way that felt smooth, intentional, and cinematic. Several peers also commented on how refreshing it was to see a familiar brand expressed through abstract world-building rather than traditional mascot animation. When the project was announced as a winner, I received messages from designers and friends who said it made them smile, which perfectly aligns with the joy-driven essence of M&M’s.

Stay curious, stay observant, and never stop refining your craft. Award-level work does not come from software skills alone; it comes from connecting ideas to meaning. Start with insight, build with intention, and design with empathy. Most importantly, do not wait for “perfect” timing. Submit your work even if you feel you are still growing, because entering competitions itself teaches clarity, discipline, and confidence.

The creative industry is evolving at an unprecedented pace, driven by advancements in digital tools and AIGC. While these changes present new challenges, they also open the door to entirely new forms of visual expression. I see this shift as an opportunity to expand what graphic design and brand storytelling can be. In the future, I hope to position myself at the intersection of design and emerging technology, using AIGC to push creative boundaries, accelerate exploration, and craft deeper, more immersive brand narratives.

Start small, but start early. Competitions are not just about winning; they are about articulating your intent, reflecting on your process, and learning how to communicate your work with clarity. Confidence grows from repetition. Each submission teaches you something about your voice, your values, and your creative identity. And even if your work does not place immediately, the act of showing up is already a meaningful milestone.

Stay open, stay generous, and stay connected. The best work comes from collaboration, not competition. Share your inspirations, uplift one another, and create environments where experimentation is encouraged.

I would like to dedicate this to my mentors and designer friends, especially the creative communities that encouraged me to explore, take risks, and trust my instincts. Their guidance and belief in my work have shaped the designer I am today. And, of course, my family, who nurtured my artistic interests since childhood.

“A character-driven 3D journey where personality becomes environment and iconic M&M’s worlds merge into one playful, flavorful universe.” Its conceptual approach, emotional tone, and the seamless merging of identity, motion, and brand storytelling.

Looking ahead, I hope to expand my work in graphic design and narrative-driven brand worlds while embracing AIGC as a creative partner. My goal is to use its efficiency to push my concepts further, craft richer visuals, and explore entirely new forms of expression. We are standing at the beginning of a transformative era in design—full of unknowns and challenges, but also full of possibility. It is a direction I believe designers must walk toward, and one I am eager to help shape.