ProArt, a brand established by ASUS, unveiled its first art series, Beyond Pro, in 2022. Working with creative teams from the UK, Italy, Lithunia, and Taiwan, ProArt recruited JL DESIGN, the Taiwanese designer team, as the creative director. JL collaborated with Fluent (UK), fuse* (Italy), and KORB (Lithuania), the international teams that helped reshape ProArt's visual identity in 2021, to make the brand's products more relatable to viewers and strengthen its connection with the creator community.
The creators in the Beyond Pro project come from different cultural backgrounds and have different fields of expertise, which include design, motion graphics, and new media art. Therefore, JL DESIGN came up with a comprehensive branding plan and set the theme for the project, incorporating the creative teams' various narratives and artistic styles to produce videos across borders. Not only did we manage to showcase the unique styles and ideas of every creative team, but we also changed the product-centred communications to foster ProArt's image as a brand that supports creativity.
JL switched between two roles – a marketer and a creator – in this project. Based on the core concept, Beyond Pro, JL looked into different layers of meanings of "beyond" and gave other teams the freedom to develop their creative ideas and title their own videos. Aside from these, JL also raised questions to the teams and their members to explore their sources of inspiration, prospects of their creative careers, and their thoughts about ProArt's products. Each of the creative teams adopted distinctive perspective to create videos that are closely related to the theme, documenting the urban, natural, and cultural landscapes of their own cities – Taipei, London, Modena, and Vilnius. With their unique approaches, the creators produced artworks in their own styles with ProArt products, giving viewers a chance to peek into the most authentic and diverse creative processes of these teams. In terms of the production, JL remotely worked with three international shooting crews by brainstorming the concepts and producing design pieces at the first stage, and incorporating the brand's needs to direct the in-studio video production executed by different teams for promoting the products. Through strong communication among all parties, we finalised the interview outlines and storyboards. After the teams completed the shooting, they sent the materials back to us for cutting, light editing, scoring, and etc. We also assisted the brand to strategise their marketing plans. Through comprehensive planning, brainstorming, and quality production, we finished four videos featuring international creative teams and built a brand new visual identity for the brand.
JL｜Creative Agency Beyond Pro: Hybrid Land
Hybrid，複合性，是 JL 的特質，從成長的文化背景，團隊的組成，到 JL 的創作面向，持續用不同的角度觀察、發現與提問，從生活出發，用 JL 的方式說更多好故事，創造影響力。
Fluent｜Design & Motion Studio Beyond Pro: State of Inspiration
The core of Fluent's work is in CG and motion design. The studio draws inspiration from things they see around them, especially in natural environments. Fluent keeps pushing their creative ideas beyond their imagination.
fuse*｜Multidisciplinary Art Studio Beyond Pro: Beauty in Complexity
fuse* is a multidisciplinary art studio and sees every phenomena as a complex system of information. Through works of art at the confluence of art, science and technological research, a new reality is revealed, making the complex more accessible and seeing the beauty that exists within everything.
KORB｜Design & VFX Boutique Beyond Pro: Realm of Unexpected
With a passion to create quality photorealism, from abstract forms to technology, fashion and design, KORB uses visual experimentation to produce outstanding contemporary content, inspired by current trends and culture.
Creative Agency: JL Creative Director: Johan Tsai Head of Project Management: Chiaying Tsai Executive Producer: Angela Moo Project Management: Angela Moo, Ryan Lin, Carol Chen Project Coordinator: Pinchi Huang Concept: Carol Chen Planner: Amber Lee Copywriter: Angela Moo, Carol Chen Post Production 剪接：Johan Tsai, 黃新哲, Carol Chen, 陳定南, 江函涵 調光：Hung Wen Kai, Su Pei 動態套片：Morris Chi, Pinchi Huang 混音：Chen-Tao Chiang, Lan-Ting Hsu 聲音後期：Kiwi Audio & Visual Production Inc. Beyond Pro: Hybrid Land｜Creative Agency JL ––– 導演：Johan Tsai 副導：Carol Chen 導演助理：Pinchi Huang 製片：Chang Wei Hsin 執行製片：Yang Yuan Shan 製片助理：Chiu Hsin Wei 攝影師：Tseng Wei Yu 攝大助：Lin Lao Moo 攝影輔材：Hong Sheng Ming 燈光師：Yang 燈光組：Cheng Chih Yuan, Cheng Yuan Yeh, Wu Si Xain 錄音師：Lee Chang Shian 美術：Hsu Chia Ta 美術助理：Amber Zhang 梳化師：Hsu Chia Hun 攝影器材：Leader Asia Pacific Creativity Center Beyond Pro: State of Inspiration｜Design & Motion Studio Fluent ––– Director: Simeon Jeffrey Team 2 Films DP: Leon Barnard Producer: Natalie Barnard Beyond Pro: Beauty in Complexity｜Multidisciplinary Art Studio fuse* ––– Art Direction: Luca Camellini, Mattia Carretti Project Management / Production: Martina Reggiani Production Technical Assistance: Giovanni Checchia Sound Design: Riccardo Bazzoni Videographer: Matteo Torsani Beyond Pro: Realm of the Unexpected | Design & VFX Boutique KORB ––– Director/DOP: Rudolfas Levulis Producer : Kamile Kaniusonyte
The 57th Golden Horse Awards Ceremony: Commercial
Developed a new brand strategy; connecting expert artists with the brand.