MSI Product Launch 2021
Opening Film
YEAR
2021
CLIENT
MSI 微星科技
STUDIO
XXStudio
CREATOR
Hui Kai Su
ROLE
Creative Director Art Director
很開心能與 MSI 微星科技合作，透過不同以往的美學視角，為品牌探索嶄新的影像風格。我們跳脫傳統電競產品影片常見的科技視覺語彙，轉而從光影裝置藝術汲取靈感，將科技與藝術表現融合，打造更具獨特性與感官魅力的品牌影像。
「Tech Meets Aesthetics」 是本次創作的核心概念。我們將「光」擬人化為故事的主角，以光線的探索與流動，重新詮釋人類透過科技不斷追尋未知的精神。當光開始穿梭於幽暗空間，逐漸揭露隱藏的結構、改變環境的樣貌，並觸發一連串的視覺轉變，象徵科技如何驅動創新，持續拓展世界的可能性。
It was an exciting creative journey collaborating with MSI to explore a fresh visual direction for the brand. Moving beyond the conventional aesthetics of gaming product films, we drew inspiration from light installation art to create a distinctive visual experience that brings technology and artistic expression together.
“Tech Meets Aesthetics” is the core concept of this project. We envisioned light as the central character, using its movement to symbolize humanity's endless curiosity and exploration through technology. As light travels through darkened spaces, it gradually reveals hidden structures, transforms environments, and sparks new possibilities, reflecting how technological innovation continues to shape our world.
在視覺表現上，透過精心編排的光線運動、沉浸式空間構成與豐富的色彩變化，賦予不同光線獨特的情緒與個性。光不再只是照明的媒介，而是串連空間、情感與科技的敘事角色。我們希望藉由這種更具藝術性的表現方式，展現科技背後的人性溫度與互動可能，邀請觀眾一同進入這場由光所引領的探索旅程。
Through carefully choreographed movements, immersive spatial compositions, and vibrant shifts in color, each beam of light carries its own emotion and personality. By transforming light into a visual storyteller, we sought to reveal the human side of technology, creating a dynamic dialogue between space, emotion, and innovation. The result is an expressive visual journey that invites audiences to experience technology from an entirely new perspective.
這次專案是重新定義台灣科技品牌年度視覺美學的一次大膽嘗試。我們跳脫傳統科技產品的展示框架，將原本冰冷的硬體設備轉化為如同藝廊中的藝術作品，以更具美學深度與策展思維的方式呈現給大眾，讓科技不再只是性能與規格的展現，而是值得欣賞與感受的藝術體驗。
這樣的視覺突破，不僅挑戰了電競產業既有的設計語彙，也讓 MSI 以鮮明的藝術風格在同質化的市場中建立差異，吸引業界目光，展現品牌超越競爭框架的創新視野。
This project marked a bold step toward redefining the visual identity of Taiwanese technology brands. By transforming conventional product presentations into an art gallery-like experience, we elevated technology from functional objects into works of art, introducing a new perspective on how innovation can be perceived and appreciated.
This unconventional approach challenged the established visual language of the gaming industry, capturing attention through artistic expression rather than technical spectacle. It set MSI apart from its competitors, positioning the brand at the intersection of technology, design, and contemporary art.
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