Basketball Tournament Recruitment Film | KYUBI × Marvel - Late Studio | Hong Kong Animation Studio

Hong Kong streetwear brand KYUBI teamed up with MARVEL to host the Super Heroes Street 3v3 Basketball Tournament and a pop-up store at AIRSIDE, Kai Tak. Late Studio was commissioned to handle the overall promotional film production and visual packaging, including the tournament recruitment film and landscape videos for on-site playback. Within a tight two-week schedule, the team passed a strict approval process and delivered the final version. As Marvel reviewed only the final cut, the team had to ensure the first delivery met brand standards without multiple rounds of feedback.

Client / BrandKYUBI × MarvelCreative DirectorStephen ChanAccount & PMNatalie KuanVideo ProductionTBEDirectorEddie LeungAnimation & VFXLate StudioAnimation DirectorKaicho Wong3D ArtistCindy Chow, Timmy Liao, So Good and Tasty, Fufu

The two sides face off in a fierce showdown on the court.

Character Design

Kyubi is a cartoon character modelled on Anson Kong, with many existing looks. Drawing on characters designated by Marvel, the team designed a series of new outfits, creating a distinctive crossover identity while preserving Kyubi's original charm.

3D concept art of Kyubi and the little fox, provided by the official Kyubi team.

The team designed looks for Kyubi incorporating Marvel character elements. Below is the final selected version.

Marvel character designs alongside the original Kyubi.

3D Scene Design

The Blender basketball court scene provided by the client.

The team tested several backgrounds, including street, comic halftone and minimalist urban styles, but none were used in the end.

These backgrounds were too elaborate to be fully seen in the final film, and complex backgrounds raise rendering costs, so a solid colour background was used instead.

3D Storyboard Design

The team originally planned to have Marvel comic pages fly in from all directions to form the limited-edition basketball, but switched to particles in the end.

Original idea: animation test of comic fragments forming a basketball.

Render of the limited-edition KYUBI basketball.

The centrepiece of the pop-up store, a striking Infinity Gauntlet trophy, was made to crown the street basketball champions. The team designed a showcase sequence for it, though it did not make the final cut.

Showcase sequence of the Infinity Gauntlet trophy.

Recreating an iconic Marvel battle shot.

At the TournamentPop-up Store

The ultimate summer crossover showdown, with street basketball fever building across the city! Hong Kong's first KYUBI MARVEL Super Heroes Street Basketball Tournament and the KYUBI MARVEL Pop-up Store run from 25 July on Level 2 of AIRSIDE, Kai Tak. Come along and soak up the atmosphere!