YEAR OF THE TIGER 2022
We went through the epidemic outbreak in 2021. At the end of the year,
we still stand by each other.
In 2022, we hope we can be as brave as a tiger, while as tender as a cat.
Facing this rapidly changing world, we should stay flexible and confront the coming year with confidence.
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Director：Kevin Cheng
Art Director：Cheng Chieh Sung
Art Director：Cheng Chieh Sung
Motion Designer : Kevin Cheng、Pei-Huan Wang、Kyle Jhuang
Music & Sound Design : 許家維 - 質地有聲製樂所 Audio Textural
Music & Sound Design : 許家維 - 質地有聲製樂所 Audio Textural
Special Thanks : Shona Lee
Numerous styles of tigers and typefaces are used throughout the design; with different interpretations, it captures the lively idea and image of tigers.
The video begins from traditional lunar new year concept of “tiger year”, to a lively “cat” bumps into a warm family gathering, and steps into the whole world with multidiverse typefaces, languages, tigers and cats, as if the diverse culture in Taiwan, to celebrate the new year.
It breaks general impression of traditional Chinese zodiac year celebration. The image of cats interweaving in the video shares happiness and enthusiasm, aiming to get closer to the public and increase video engagement rate at the same moment.
