Flat design humor breaking impressions of the Golden Melody Awards

Bito took on the role of visual coordinator for the 28th Golden Melody Awards ceremony, creating an original style that integrated humor with metaphors.

Setting itself apart from past visual styles, we moved away from fancy 3D animation and blacks and golds, instead venturing boldly into flat design. We were thus able to create a new trend and fearlessly bring in various colors, adding design elements that evoked youth, brightness, vitality, and large color blocks.

The theme that ran through all visuals this year was “the medium of music,” with the meaning that while the medium is always changing, the sentiments of music would never change. For the bumper, we used GMA to create five groups of different music devices, including retro cassettes, vinyl records, iPods, videotape animations etc. to bring the Golden Melody Awards closer to both old memories and new trends. The 27 nomination videos took the medium of music as its starting point, but humorous interpretations were added to every award’s open. For example, the Best Album Producer Award featured an album being sliced into pieces like ham, the Best New Artist Award evoked images of cracking an egg open, and the Best Instrumental Recording Album Award was expressed by a conductor’s baton hooking onto one of the discs.