2020 Super Star ایونٹ اشتہاری مہم by Andre Tehhsi Chen

2020 Super Star ایونٹ اشتہاری مہم by Andre Tehhsi Chen is a highly esteemed winner of the very prestigious 2022 A' Design Award کانسی دا انعام in اشتہار بازی، مارکیٹنگ تے ابلاغ ڈیزائن Competition Category.

کانسیاشتہار بازی· 2022

2020 Super Star ایونٹ اشتہاری مہم

by Andre Tehhsi Chen

Client: Sports Administration, MOE, R.O.C (TAIWAN)

A' Design Award کانسی دا انعام Winner in اشتہار بازی Category

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Colors

The Design

About 2020 Super Star ایونٹ اشتہاری مہم

2020 سپر سٹار اک اشتہاری مہم ہے جیڑھی تائیوان دی حکومت ولوں تائی پے اریناہ وچ ہر سال ہون آلے کھیڈاں دے پروگرام کیتے تیار کیتی گئی ہے۔ ایہہ مہم جسمانی تعلیم نوں فروغ ڈیندی ہے تے مختلف کھیڈاں نوں عوام نال جوڑدی ہے۔ ٹائپوگرافی خطاطی دیاں شکلاں نوں بدل کے کھیڈاں دے عناصر جیویں تیر اندازی تے ٹینس کورٹ شامل کریندی ہے۔ رنگاں دی سکیم تیر اندازی دے نشانے توں کڈھی گئی ہے، جیویں نیلا، لال تے سنہری رنگ کالے تے چٹے رنگ نال ملا کے استعمال کیتے گئے نیں۔ ایہہ مہم پوسٹراں، کتابچیاں، حرکی تصویری علاماں (kinetic pictograms)، ٹیلی ویژن اشتہاراں، موشن گرافکس تے ڈیجیٹل سائن ایج تے مشتمل ہے۔

The Recognition

About the A' Design Award کانسی دا انعام

2020 Super Star ایونٹ اشتہاری مہم A' Design Award کانسی دا انعام دا جتݨ والا ہے، ڈاڈھی معزز پچھاݨ جیڑھی تخلیقی صلاحیت، اختراع تے ذہانت نال ممتاز بہترین ڈیزائناں کوں ݙتی ویندی ہے۔ کانسی دے جتݨ والے بھرپور مہارت والے تے نمایاں طور تے تخلیقی شاہکار ہن، جیڑھے اپݨے ڈیزائنراں دے وسیع تجربے، تخیل تے ہوشیاری دی تصدیق کریندے ہن۔ 2020 Super Star ایونٹ اشتہاری مہم کنوں امید کیتی ویندی ہے جو او ہک بہوں قدر کیتی ہوئی، سراہی ہوئی تے پیاری چیز ہوسی، قابل ذکر حد تئیں پیشہ ورانہ تے جدت والی۔ ایہ ڈیزائن جنہاں A' Design Award کانسی دا انعام جتیا ہے، فن، سائنس، ڈیزائن تے ٹیکنالوجی وچ بہترین طریقے شامل کریندا ہے تے چھوٹیاں تفصیلاں ول دھیان ݙیوݨ کنوں شاندار ہے۔ 2020 Super Star ایونٹ اشتہاری مہم ضرورتاں خوبصورتی نال پوریاں کریندا ہے، خواہشاں کوں چھوہندا ہے، جذبیاں کوں موہندا ہے تے تجسس کھچیندا ہے۔

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The “2020 Super Star: Sports Performance Event” is an annual sports show held by the Taiwan Government. The event aims to promote and connect different sports to the public and glorify the fantastic achievement that professional athletes achieved in Taipei Arena, Taiwan. The design was developed in various formats in the event, such as advertising posters, campaign brochures, kinetic pictograms, TVCF, background videos, motion graphics, and digital signage.
Dimensions & Packaging: Advertising poster: Print/700 mm x 1000 mm
Campaign brochures: Print/256 mm x 184 mm/18 pages
Kinetic pictograms: AVI/APNG/10 set
TVCF: AVI/4K HDTV/30 Sec.
Background videos: AVI/4K HDTV/in the loop.
Motion graphic: AVI/APNG
Digital signage: Jpeg/Mp4/9:16/1080 x1920 Px
Banner : Jpeg/APNG/1250 x203 Px/1200 x620 Px/1200 x400 Px
Tags: Typography, Kinetic Pictograms, Pattern, Motion Graphic, Taiwan, Sports Performance Event, Super Star, Archery, Tennis, Wrestling
Production Technology: The key visual design, patterns, and kinetic pictograms are made graphically. The team created the animation in After Effect for advertising motion graphics and generated the animated images with an APNG creation tool such as APNG Assembler. For the print graphic, the team layout the artworks in Illustrator.
Design Challenge: The color plan and how the graphic communicates are significant challenges to create a fun, vibrant, and welcoming atmosphere for the key visual design. Three primary colors (C/M/Y) and K are the origin of every color, which symbolize the idea that every beginner devotes themselves to sports to always stay true to themselves. Based on the concept, the goal is to break free of the five colors of the Olympic rings and stick to the sports category promoted this year. We went to the color combination of the Archery target. We chose indigo, blood red, and glory gold yellow as symbols of the goal in every athlete’s mind and adjusted the hue/saturation to best fit the media we will access through the project.

Besides its cheerful color result, this advertising design brings a distinctively robust and bold visual impact with the sports elements integrated typography characteristics and repetitive pattern.

In order to find out what sports elements and symbols could be the leading concept for the public to catch the main idea of this event, the whole research and study is the result and great effort of both design team and related Sports Associations in Taiwan.
Research: The design of “2020 Super Star: Sports Performance Event” is based on promoting the importance of physical education, connecting different sports to the public, and glorifying the fantastic achievement of professional athletes of Taiwan. Take the Archery target to represent the concept of goals and apply the color plan of this project. There could be different goals for athletes in specific points; start points, turning points, and viewpoints, the design shaped the idea with the points (circles.) Transformed the round shapes into different sports pictograms and key visual patterns.
Inspiration: The typography in this advertising communication design visualizes the momentum of every sport by transforming the calligraphy form and includes vital sports elements in the event into its structure, such as archery, tennis court. Colors were a significant focus on this occasion, with the goal being to break free of the five colors of the Olympic rings and stick to the sports category promoted this year. For inspiration, we went to the vibrant colors of an archery target. We chose indigo, blood red, and glory gold yellow as symbols of the goal in every athlete’s mind and assisted with black and white colors.
Project Duration: The project started in January 2020 and finished in December 2020, and the advertising and campaign series were released and exhibited in September 2020. “2020 Super Star: Sports Performance Event” was held on September 19 in Taipei Arena, Taiwan. More than 30,000 audiences from the country will participate in the event.
Operation Flow: It's the first time to promote a national sports event with key patterns and kinetic pictograms since mascot is the most popular communication design in the related events. To create pattern and kinetic pictograms with novelty, here are the creative directions: 1. To promote sports and physical education as the primary purpose, the design of key patterns integrated into the momentum, strength, and beauty that sports show of each race. 2. To communicate with the joy, intuition, and fun of sports, the design of motion graphics illustrates the characteristic of athletes in the different sports categories.
Patents: copyrights: Copyrights belong to Sports Administration, M.O.E, R.O.C (TAIWAN), 2020.
Team Members: Art Director: Andre Teh-hsi Chen
Designer: Han-Long Lee
Designer: Mu-Yun Ke
Designer: Shi-Xuan Kuo
Designer: Chun-Wei Chiu
Image Credits: Image #1: Andre Teh-hsi Chen
Image #2: Andre Teh-hsi Chen
Image #3: Andre Teh-hsi Chen
Image #4: Andre Teh-hsi Chen
Image #5: Andre Teh-hsi Chen
Video Credits: Sports Administration, M.O.E, R.O.C (TAIWAN)
PDF: Andre Teh-hsi Chen