Life in 900 Frames

Committed to interpreting folklore and innovating tradition, Ganso, drawing materials from Chinese traditional etiquette, custom and culture, released the short film Life in 900 Squares on the eve of the Mid-Autumn Festival, which weaves together a story about love and kinship across three generations and two families. The Ganso mooncake, as a tangible symbol, represents family reunion in the Mid-Autumn Festival.
Inspired by the Ganso mooncake symbolizing “reunion”, the film, featuring a simple and plain cinematic language, equates each square with a month in one’s life, and conveys a sense of fulfillment through changing a square to a circle. The narrative unfolds in a vintage hue, beginning with a left-behind child named Yaya drawing squares. As scenes transition, the Ganso mooncake acts as a cohesive thread linking the stories of a deliveryman named Xiao Li, a white-collar Shanghai drifter named Wenwen, and Dr. Zhang, whereby to highlight the intertwined emotions across two families and three generations.
By emphasizing that life is transient, the film underscores the value of reunions, suggesting the message that “To reunite with families on every Mid-Autumn Festival”. In this way, the brand successfully establishes emotional resonance with its consumers, and clearly states its positioning as a gift for a festive.