Panic Expands With Acquisition of Kingdom of Something
April 13, 2026
Atlanta-based motion designer and illustrator Spring (Jieru) Tang just dropped us her thesis project, an ambitious and alchemical spec CG Gucci brand film completed for her MFA at Savannah College of Art and Design.
Jieru Tang: “In this one-minute commercial for Gucci’s The Alchemists Garden fragrance collection, I used photo-realistic 3D materials to create the textures of the perfumes’ natural ingredients and alchemy-inspired tools.
“By combining these materials with the symbolic language of an alchemists lab, the design blends abstraction and realism, guiding viewers to experience both the fragrances’ essence and Gucci’s brand narrative.
“By organizing the design in a modular way and managing visual density, the final result is an immersive alchemical journey.”
“As this fragrance series is closely connected to alchemical culture, the scene is filled with vintage apparatus and classical books, enhanced by realistic materials to create a mysterious and elegant atmosphere. The project is composed of seven parts: Old Lab, Air, Water, Fire, Earth, Evolving Tunnel, and New Lab.
“The main creative challenge was finding a balance between realism and abstraction. I explored how materials represent natural ingredients while also expressing the intangible idea of extracting essence. This required careful control of composition and motion to keep the visuals clear, while ensuring the animation supports the overall narrative.
“From a technical perspective, the project involved extensive material research and look development in Cinema 4D. I tested a wide range of shaders and simulations. By organizing the design in a modular way and managing visual density, the final result is an immersive alchemical journey.”
School: Savannah College of Art and Design
Director/animator: Spring (Jieru) Tang
Sound Design: Anji Dang
