ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
Motion
Annual ID
ADC101_TYP003G
About the Work
We created a brand-new vision for the Taipei Golden Horse Film Festival (TGHFF), one of the most prestigious Asian film festivals.
During the pandemic, humans began to reflect upon the definition of distance while refocusing our life goals.
For this project, the visual system was built to resonate with the public. We focus on Chinese typography in motion, using the concept of blurriness to convey the theme of "Refocusing, adjusting the distance to the world”.
Since the TGHFF has been held for 57 years, we aimed to create a new impression while preserving its elegance and prestige.
This is the first time that motion posters are used to build the visual system of the TGHFF, playing a pivotal role in Asia’s history of design.
The posters feature bright and contrasting colors and a 3D sculpture-like visual. As the images go in and out of focus, the view shifts between microscopic and macroscopic, leading the viewer to experience the process of refocusing. Materialized through the movement of camera, a three-dimensional contemporary art sculpture is formed, echoing the digital age while preserving the prestige of the traditional award.
During the pandemic, humans began to reflect upon the definition of distance while refocusing our life goals.
For this project, the visual system was built to resonate with the public. We focus on Chinese typography in motion, using the concept of blurriness to convey the theme of "Refocusing, adjusting the distance to the world”.
Since the TGHFF has been held for 57 years, we aimed to create a new impression while preserving its elegance and prestige.
This is the first time that motion posters are used to build the visual system of the TGHFF, playing a pivotal role in Asia’s history of design.
The posters feature bright and contrasting colors and a 3D sculpture-like visual. As the images go in and out of focus, the view shifts between microscopic and macroscopic, leading the viewer to experience the process of refocusing. Materialized through the movement of camera, a three-dimensional contemporary art sculpture is formed, echoing the digital age while preserving the prestige of the traditional award.
2022 Awards
Total Points: 45
Gold Cube
Credits
Design Firm
Bito / Taipei
Art Director
Wei-Hao Shao
Creative Director
Keng-Ming Liu
Designer
Chen-Lin Hsieh
Wei-Hao Shao
Project Manager
Hsiang Hsieh
Wen-Hui Chen
Account Manager
Naiyun Peng
Copy Director
Vicki Huang
Ideation
Vicki Huang
Chen-Lin Hsieh
Derrick Liu
Eating Tsai
Hsien-Chen Tsai
Hsuan-Nin Wang
Kai Cheng
Keng-Ming Liu
Meng Qi
Ruo-Jia Liang
Tifu Huang
Wei-Hao Shao
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