A bold interpretation of the Golden Horse’s new look through a series of dynamic posters

The Golden Horse Awards is the most prestigious among Chinese-language cinema, and its related events, such as the film festival, ceremony, venture capital, master classes, and film academy, all garner much attention from filmmakers and the general public. This key visual marked the first time that the Golden Horse was viewed as a brand, integrating dynamic thinking with all related productions.

Through the theme, “Refocus: adjusting our distance to the world,” the Golden Horse was able to connect with films and pose a question to its audience: what are the most important things when describing the post-pandemic era? What kinds of people and events do you wish would leave the clearest meaning, emotion, and tension? When is it time to establish an adequate distance and recalibrate our inner focus?

The key visual utilized partial blurriness and clarity to lead viewers into dynamic refocusing. The tracks of movement left by single and continuous shots formed the Chinese characters of “Golden Horse,” “trophy,” and “58,” which appeared to merge into three-dimensional sculptures through the focusing process. We deliberately chose not to borrow any film footage to form the contemporary design vocabulary, highlighting the Golden Horse Awards’ immense prestige and boldly opening up a brand-new look that welcomes the future.