Client Brief.

The event falls during the seasonal changeover, filling a major gap in the traditional offline retail calendar in China. Often referred to as “Singles Day,” the day also falls on a Chinese folk holiday for young single people to celebrate their independence by treating themselves to a special purchase.

Mark Tanner, the founder and managing director of marketing research firm China Skinny, explains the basics of Alibaba’s 11.11 Global Shopping Festival.

I was commissioned to produce a Motion Graphics video explainer to explain to a foreign audience the significance and importance of china's single's day.