Tatung 100

The time-honored home appliance brand is marching towards its 100th anniversary exhibition, and the image video boldly flips its past conservative brand image. Partnering Tatung’s familiar advertisement song with rap, nostalgia and new wave are blended to create an energetic conflict. Current design and fashion concepts are incorporated into the rap lyrics to highlight the original mission of Tatung Industrial Design. A contemporary design tone using a bold mixture of visual styles reinterprets common period memories and brand figurines.

Behind the scenes


Directed by Bito
  • Client
    Tatung Company
  • Creative Director
    Keng-Ming Liu
  • Copy Director (Lyrics)
    Vicki Huang
  • Art Director
    Hsi-Jen Liu
  • Producer
    Tammy Liu
  • Account Manager
    Naiyun Peng
  • Design
    Hsi-Jen Liu /Yi-Hsuan Li /Chen Wu /Kyle Jhuang /Binbin Lu
  • 3D Animation
    Steve Huang /Ching-Ho Kao
  • 2D Animation
    Kyle Jhuang /Binbin Lu /Che-Chieh Chu /Chung-Yi Wu /Man-Yun Chen
  • Edit
    Hsi-Jen Liu
  • Compositing
    Hsi-Jen Liu /Ching-Ho Kao
  • Color Grading
    Hsi-Jen Liu
  • Director of Photography
    Ching-Ho Kao /Chen Wu
  • Gaffer
    Ching-Ho Kao /Chen Wu
  • Craft Service
    Hung-Chen Chao
  • Hand Models
    Yi-Hsuan Li /Steve Huang /Binbin Lu /Naiyun Peng
  • Cat
  • Music & Sound Design
    Only Music
  • Rap Artist
    Shen Yi
  • Singer
    Joy Chiang /Tammy Liu
  • Special Thanks
    Wei-Chen Chen