2022 Golden Horse Film Festival Key Visual
Description
We created the visual system for the 59th Golden Horse Awards. The visuals pay tribute to the unseen work of filmmakers through the theme “Gazing at Traces”, referencing the traces and marks made while filmmaking.
The motion poster features a surprise. The number 59 transforms from the Golden Horse logo into the Chinese characters for Golden Horse (金馬). We specially invited a Scenic Art Consultant to create the texture of the 3D type, reproducing the specific lines and marks made on film sets.
Chinese characters can be recognized by native speakers merely through their outline. We utilized this unique feature to abstract the characters 金馬 (Golden Horse) into more freeform shapes. This provided more depth and visual interest for the viewer all without sacrificing the legibility of the characters.
Through motion design, we were able to transform Roman numbers, representing the event iteration, into the abstracted conjoined Chinese characters.
