China’s JD.Com Releases ‘A Joy Story’ Animated Short Film Campaign Spot

Passion Pictures has created ‘Joy Story: Joy & Heron’, a four-minute animated short for China’s largest retailer, via

The 4-minute animated film directed by Passion’s Kyra & Constantin, tells the story of of Joy, the brand’s dog mascot, and her comic trials with a pesky heron.


“We immediately fell in love with this energetic, adorable character and saw an opportunity to play with the innocence of the character, and connect the audience with company’s ethos in a genuine and meaningful way,” said Constantin.

“We jumped at the chance to tell a story utilizing this iconic character. From the outset, the client gave us real freedom – their sole ambition was to make a great film,” said Katie Mackin, managing director, Passion Pictures Melbourne. “And so began a truly collaborative process that saw Kyra & Constantin writing scripts and working extremely closely with and to realize this lovely story and reimagine this brand hero.”

The production made use of Passion’s global network of artists and studios, with work taking place in Melbourne, London, and Barcelona.


The film was commissioned by and created to coincide with 2018’s Year of the Dog.


Creative Director: Kenneth Kuan
Producer: Nancy Wang
Account Executives: Wang Mengdi and Bonnie Tian
Production Company: Passion Pictures
Directors: Kyra & Constantin
Executive Producer: Katie Mackin
Producer: Fiona Fry, Sibylle Preuss
Music & Sound Mix: Nylon Studios