London Design Gold

2023

Hakka Yín

Entrant Company

New Vision Integrated Marketing Communication Co., Ltd.

Category

Conceptual Design - Interaction

Client's Name

Department of Cultural Affairs, Taoyuan

Country / Region

Taiwan

The artwork "Hakka Yín" merges contemporary technology with traditional culture, creating a five-minute audio-visual by glasses-free 3D effects, visual arts, and sound arts. Visually, it incorporates big data, transforming the data into tangible representations. For instance, the number of Hakka people in Taoyuan is visualized as the quantity of paulownia flowers in the presentation, and the number of ponds in Taoyuan becomes the number of particles in the visuals. This data-driven visualization aims not only to showcase the power of technology but also to deepen the audience's appreciation and understanding of Taoyuan's and Hakka culture. During the intermission, there is also an interactive segment where the audience can engage with the artwork using their smartphones, making the piece even more immersive and relatable.



The visual components of the artwork seamlessly weave in various facets of Hakka elements. A primary feature is the classic Hakka lullaby "Moonlight," which for many Hakka individuals might evoke nostalgic memories of childhood and symbolize the simplicity and nature-centric essence of Hakka culture. Furthermore, traditional art forms like floral fabric patterns and wall decorations establish a dialogue between history and the present, enriching the depth of the work. The paulownia flowers and literary elements also play significant roles in the animation, underscoring the profound relationship between the Hakka people, nature, and literature.

Credits

Executive Producer/New Vision Integrated Marketing Communication Co., Ltd.
Weng Ming Lung
Production Supervisor/New Vision Integrated Marketing Communication Co., Ltd.
Lin Meng Kun
Project Management/New Vision Integrated Marketing Communication Co., Ltd.
Chang Chih Wei
Post-Production Coordinator/New Vision Integrated Marketing Communication Co., Ltd.
Hong Dian Li
Art Director/Team Peppercorns Interactive Media Art
Hu Chin Hsiang
Interactive Director/Team Peppercorns Interactive Media Art
Chang Zhao Qing
Visual Artist/Team Peppercorns Interactive Media Art
Lee Yu Hao
Sound Artist/Team Peppercorns Interactive Media Art
Han Chang Yeh
Web Design/Team Peppercorns Interactive Media Art
Mr.FF
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