Arts & Culture
57th Golden Horse Awards
Created: 2020
Client: Taipei Golden Horse Film Festival Executive Committee

Service:

Summary

Due to the Covid-19 pandemic in 2020, the film industry came to a halt, and an uncertainty loomed over the quantity and quality of the entries for the Golden Horse Awards. Addressing the concern over viewership due to lack of content, JL DESIGN in charge of the branding graphics package for the Golden Horse Awards for a second consecutive year, created a call for participation from the public to contribute to the content of the show under the theme “Take One: On the road to tomorrow”. The theme was a nod to resolution in the face of the pandemic and a time to start anew for the film industry. The materials received became the content for the nominee videos and bumpers; this garnered a huge response and raised the viewership of the show. In total, 7225 entries were received and the public became a part of the process, a part of the show. The viewership doubled compared to the previous year, gaining new audiences for the Golden Horse Awards and renewed interest in movies and filmmaking.

Mission

JL DESIGN being in-charge of the branding package invited 23 emerging Asian directors as collaborators to showcase the talents of the next generation. The award ceremony became a new kind of experience and appeared more relevant and symbolic than before.

Logotype Design

Solution

Based on the concept “Finding the dark horse”, JL DESIGN invited 23 emerging Asian directors to produce 23 nominee videos, and veteran directors such as Ang Lee and Hou Hsiao-Hsien to be the voice-overs. Bringing together the many moving parts to realize the possibilities of a “ dark horse” - how what is seemingly unknown can be full of potential. The next generation showed the possibilities of the Chinese-language film industry when technology, visual and storytelling all come together.

Logo Bumper

Stage Graphic Design

我們從主視覺概念與點滴串連成為光的構想,發展延伸四款設計。

舞台設計|斜光

斜光樣態取自主視覺海報構圖、群眾真實生活的片段我們加以匯集成為金色流光與金馬字樣俐落的筆畫。

舞台設計|列車

列車樣態將真實的列車殘影流光,投放在舞台,象徵金馬是各方人與靈感的匯聚之所。

舞台設計|橫版流光

橫版流光樣式以不同金色流光切割、相互交疊彼此串接成一道道時代洪流、同為乘載生活切片紀錄的膠卷,隨著舞台圓弧結構流轉,並且結合群眾投稿照片,將屬於台灣2020各個角落地不同姿態、彼此依靠支持的溫暖陪伴一點一滴在舞台上綻放。

舞台設計|獎盃

獎盃樣式則以流光映照著金馬獎盃的榮耀時刻出發,伴隨明滅流轉的光影,打造不同層次。

Package Design

節目包裝中,lowerthird我們已分割視窗的方式重組在路上的所有流光,打造具有層次間兼具現代感的視覺效果。而現場開框的背景則以金馬筆畫結構,帶出不同的時光切片效果。

共創影片 片頭尾設計

這一次的頒獎典禮,除了主視覺、入圍影片、舞台設計以外,我們並邀請了12組去年的金馬得主:王誌成、郭憲聰、張偉勇、傅凱羚 、陳志軒、陳克勤、周震、嚴唯甄、洪昰顥、鍾孟宏、盧律銘、雷光夏、楊修華、蔡珮玲、NinaEdwards、賴秀雄 將「金馬57 TAKE ONE」群眾素材募集計畫來自群眾的投稿加以共創,從不同的觀點切入,成為每一位電影工作者對於2020前往明天的路上12個場景的詮釋。​​​​​​​

Promo

2020金馬獎頒獎典禮除了向大眾徵集日常素材廣邀投稿以外,金馬執委會與JL DESIGN更邀請了去年得獎影人共同參與金馬57,將集結影人的觀點與群眾的Take One,刻畫屬於時代的故事。年度廣告由金馬56 最佳新導演徐漢強、最佳男主角陳以文、最佳女主角楊雁雁、最佳男配角劉冠廷、最佳女配角張詩盈、最佳新演員范少勳 六位得主共創,並邀請最佳原創電影歌曲得獎人盧律銘製作配樂,男低音聲樂家羅俊穎獻聲,共同凝聚2020的改變與挑戰,記錄在路上的模樣。 2020,當時代巨輪邁入深不見底的隧道,我們是彼此的光,更是電影的光。 第57屆金馬影展 TGHFF以TAKE ONE_前往明天的路上作為概念,記錄時代變動下人的樣貌,將典禮集結成為屬於2020的共創紀錄。而#年度廣告是紀錄片的序章:打開不同角色面對2020的感知,在幽暗隧道裡我們相互分享的生命經歷,在他人的珍視與理解下,成為沿途映照著自己的流光。

創作理念—徐漢強

多事的今年時常看到有人提起那句「隧道盡頭會有光」來勉勵彼此。確實整個世界像是駛入了深不見底的隧道,但說真的,何年何月才會等到盡頭也無從得知。在構思時,很巧合地找到穆索斯基 Sunless 聲樂組曲中的 Within Four Walls,從歌詞中意外得到了慰藉。我們現在該做的,也許是在這房間裡的隧道中靜心等待,謹慎前進。起碼這條路上還有電影,那些從他人生命發出來的微光,會在黑暗中陪伴我們走下去。

Impact

A renewed energy and creativity were injected into the ceremony. In keeping the flame alive, the Golden Horse Awards presents a future of the Chinese-language film industry that is full of possibilities and showed off the potential of the next generation filmmakers that the audience could believed in; heightening awareness and gaining recognition.

Credit

Credit

Executive Creative Director: JL Creative Agency: JL DESIGN Executive Producer: Angela Moo Creative Director: Johan Tsai Head of Project Management: ChiaYing Tsai Associate Creative Director: Lance Wei Art Director: Hsiang Ju Hung Project Manager: Ryan Lin Planner: Carol Chen Production Staff: Tyne Huang, Carol Chen, Pinchi Huang, Berry Cheng, Lizhen Shen Key Visual Design: Hsiang Ju Hung, Kelsie Chan Logo bumper── Script: Lance Wei, Johan Tsai, Carol Chen Edit: Johan Tsai, Morris Chi, Nanez Chen Animator: Morris Chi, Six Lin, Cathy Ho, 林聖峯 Voice-over: Summer Lei 攝影: 蕭逸凡 Ceremony Package Animation: Jim Hsu, Tyne Huang, Lizhen Shen Stage Visual Design: JL DESIGN (Hsiang Ju Hung, Kelsie Chan, Ben Liao, Mos Zheng), MixCode Studio (柯鈞譯, 李孟栩, 林芷君, 曾子庭, 邱憶文, 江道欣, 黃俊瑋, 陳安) Promo── Logo Design: Kelsie Chan Logo Animation: Morris Chi Cast: Yeo Yann Yann, Chen Yi-Wen, Winnie Chang, Liu Kuan-Ting, Fandy Fan Director: John Hsu 製片: Wu Chi-Yu, Fang Tzu-Ying 製片組: Wen Guo-You, Chiang Han-Ju 場記: Huang Ying-Hua 美術指導: Yeh Tzu-Wei 美術組: Chen Guan-Ni, Yao Yuan-Pen 攝影師: Chou Yi-Hsien 攝影大助: Huang Wei-Cheng 攝影二助: Lin Tzu-Chieh, JIia Shih-Yun 燈光師: Sun Zhi-Qi 燈光大助: Li Pei-Yuan 燈光二助: Lin Zong-Xian, Lin Shinh-Jou 造型指導: Lore Shih 造型組: Chen Yi-Ju 妝髮師: Minnie Chao 妝髮助理: Tsai Yu-Ju 場務: Chang Chun-Hsiung 收音師: Sun Hao-Shuan 收音助理: Li Po-Yao 攝影器材: Taipei Di Ltd. 車輛租賃: Yung-Sheng Car Rental Ltd. 新加坡拍攝團隊 製片: Tan Si En 攝影師: Lincoln Yeo 執行製片: Sophia Sim 收音師: Sng Ye Min 化妝師: kfbong 髮型: Passion Hair Salon 數位檔案管理: Cote 劇照及側拍: Grace Baey 剪輯: John Hsu 調光室: TimeLine Studio 調光師: Wen Kai Hung 調光助理: Kuan Yi Ho 專案管理: Ying Fang Chen 後期聲音製作: CMPC Sound Studio 聲音設計: Book Chien 音效剪輯: Chen, Jia-Li 音效剪輯: Hogan Chu Song “Sunless” Written by: Modest Petrovich Mussorgsky Poem by: Arseny Golenishchev-Kutuzov 合成器: Lu Luming 演唱: Julian Lo 鋼琴: Weng, Chung-Hua 錄音: Zen Chien 錄音助理: ChiLon Chen 錄音室: ff Recording studio DCP製作: Far East Translation Service & Video Production Co., Ltd Special Thanks: YuanPu, Ivy Chen Nominees VCR── Concept: 洪湘茹, 陳施澄, 楊雅涵 Voice-over: 陳竹昇 Nominees VCR Visual Design JL DESIGN: 何佳珍, 林聖峯, 陳柏尹, 王珮璇, Tyne Huang, Pinchi Huang, Sun Huang MIXCODE STUDIO: 柯鈞譯, 李孟栩, 林芷君, 曾子庭, 莊仲凱, 許煒莉, 黃省元, 江道欣, 王蓓恩 Nulls Design: 徐光慧, 劉承杰, 董建潁, 陳婷安, 岳乙宏, 宋政傑, 張雅涵, 鄭詒謙, 鄭凱文, 廖浩辰 逝世影人影片動態設計── JL DESIGN: 洪湘茹 Nulls Design: 徐光慧, 董建潁, 陳婷安, 岳乙宏, 廖浩辰 群眾素材募集計畫── Strategist: 王日暄 社群經理: 莊舒羽 社群宣傳: Sunbathe(洪紹華, 林巧豈, 李宜蓁, 劉一淨, 林 凌, 林于涵, 林筠霏) Music Design: MUSDM 製作人: 余佳倫 製作協力: 佘以安 音樂: 余佳倫, 徐 文, 李銘杰 聲音設計: 楊子霆, cheer, 小飛俠, 何靜 聲音後期: 楊子霆, 張育維 特別感謝: 賴Q, 林毛, 徐飽 特別感謝: 7225位,所有共同創作者們

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Branding Identity

Curation

Film & Motion Graphics

"Little Ant & Robot: A Nomad Café" Visual Design

2014 Creative Expo Taiwan

2014 Creative Expo Taiwan