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Category
Craft / Photography
Annual ID
OS25_DE041B
Background
The Yotkan Ancient City in Xinjiang, China, is a city with a history of thousands of years. This brand hopes to design promotional print materials, to attract more tourists to experience the ‘magnificent’ of the ancient city.
Creative Idea
This ancient city is a renowned historical site located in Hetian, Xinjiang, China, It was an important town on the ancient Silk Road leading to Central Asia and Europe. We use the minimalism of post-modern photography, the geometric composition design captures the moment of architecture and characters, with natural-like light and shadow, using the city wall, desert, and snow mountain as the stage backdrop, and strong color contrast, and created a series of unique images with great style. This dreamlike and enchanting realm showcases the ‘magnificent’ of Yotkan Ancient City to the world. We have extended this series of brand photography to media such as poster design, postcard and stamp design, brochure design, and more.
Insights & Strategy
This ancient city is a renowned historical site located in Hetian, Xinjiang, China, It was an important town on the ancient Silk Road leading to Central Asia and Europe. The name "Yotkan" in ancient Xinjiang language translates to "blanket in the desert." We unveil this "blanket" and explore the magnificent of Yotkan Ancient City, including its architectural aesthetics, historical culture, local customs, culinary delights, and traditional performances.
Execution
We use the minimalism of post-modern photography, the geometric composition design captures the moment of architecture and characters, with natural-like light and shadow, using the city wall, desert, and snow mountain as the stage backdrop, and strong color contrast, and created a series of unique images with great style. Under the golden sunshine, a Uyghur girl in gorgeous clothes ran up hundreds of steps; The trumpeter lying in the vast snowy wilderness soloing for the flock of sheep; Performers enveloped in 39 meters of emerald silk, resembling living sculptures in motion; In the joy of the huqin playing, the family gathered around to watch their daughter shave her father's beard; The elderly motorcycle couple, conversing affectionately about their love as they wander the world; A teenager on a bicycle travels around the ancient city; a soccer enthusiast agile as a hare on the trunk of a Populus euphratica, etc. This dreamlike and enchanting realm showcases the ‘magnificent’ of Yotkan Ancient City to the world.
Results
We have extended this series of brand photography to media such as poster design, postcard and stamp design, brochure design, and more. It has garnered over 60 million views and attracted tens of thousands of people to visit the Yotkan Ancient City. The ancient brand has revitalized with new vitality.
2025 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
The Nine / Shanghai
Art Director
Jody Xiong
Chief Creative Officer
Jody Xiong
Creative Director
Jody Xiong
Design Director
Jody Xiong
Designer
Jody Xiong
Director
Jody Xiong
Artist
Jody Xiong
Music Supervisor
Ma Shangyou
Photographer
Jody Xiong
Guo Yonghong
Liu Junhao
Producer
Wang Yunqing
Kaisha Er
Sound Designer
Syn China
Typographer
Jody Xiong
Executive Producer
Liu Junqi
Shang Ying
Color Mixing
Zhang Yingjie
Design Consultant
Wang Zhiou
Zhang Xiaowei
Online
Chen Jiawei
Performing Arts Director
Li Na
Chen Chi
Songwriter
Wu Haoqing
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