Founder / Creative Director: Greenichi Studio
Winnie graduated with a 2D & 3D Visualisation degree in 2012, and is the Founder / Creative Director of Greenichi Studio Here, she tells us a bit about her time at Loughborough University and her career journey.
I was inspired by a book named Scriptwriting written by Professor Paul Wells, from Loughborough University. I decided to research and find out more information about Loughborough University. When I was young, I was influenced by the works of Aardman Animation, such as Wallace & Gromit, and Shaun the Sheep. I like the style of British animation very much.
Because Loughborough University is situated in the middle of England, it is very convenient to travel to other places, these travel experiences have had a profound impact on the work I have produced and the improvement of aesthetics. The inspiration I obtained through travel continues to have an impact on my work.
Would there be one piece of advice that you would give to current or prospective students looking to study the same course that you did?
Take advantage of the workshops provided by the University. From my positive experience attending these workshops, I often suggest that my clients try different production methods, such as laser cutting, clay, 3D printing, etc.
Did you take part in any extra-curricular activities during your studies? If so, how did this impact upon your Loughborough experience?
When I saw that the University had such a high-quality swimming pool, I was determined to learn to swim. I also participated in the hiphop society. The University's excellent sports facilities changed me from a person who didn't enjoy sports into someone who does.
After graduation, I returned to China, and joined a creative advertising studio. Due to my experience in animation, the company’s business slowly got involved in animation projects. I went from being a Designer to a Senior Art Director. In 2016, Gucci invited me to participate in art collaboration for their sneakers, a project named #24hourace. I have also created visual animation / key visuals for many well known brands including; Louis Vuitton, YSL Beauty, 88rising, Airbnb, Beats By Dre, Wallpaper China, Elle China, Lane Crawford, Adidas Originals, Onitsuka Tiger, Converse, Vans, and NBA.
I stared up my own studio named Greenichi (same pronunciation with Greenwich) in 2019. The goal is to use my personal style as a starting point to find a brand that can identify with my style for collaboration cooperation, not an advertising company.
Every project is faced with unknowns and challenges, breaking inertia, trying new methods and ways of thinking.
I am focusing on developing products to create a personal style and conducting art collaborations with different brands. This could be in the form of animation, illustration, or even installation.