MUSE Silver

2024

La Divina Commedia

Entrant Company

Macau University of Science and Technology

Category

Publication - Book

Client's Name

Country / Region

China

Our inner desires continually emerge, only to be replaced by more desires. Consumerism, hedonism, and other desires drive us. Desires are closely linked to happiness and sorrow. People pursue instant gratification and shallow joy, neglecting their spiritual needs and moral responsibilities. Desires, anger, pride, and jealousy are common ailments hidden behind the prosperity of modern society, concealing a spiritual crisis stemming from endless desires. Over 700 years ago, "The Divine Comedy" already set standards regarding the desires that humans generate: people enter heaven or hell based on their attitudes towards desires. Drawing inspiration from Dante's "The Divine Comedy," I delve into contemporary society's issues with desires, reflecting on whether desires are propelling forces driving us forward or chains dragging us into abyss. Through my study of "The Divine Comedy," I categorize human desires into four symbolic forms: lust, anger, envy, and pride. Using these symbols, I have created over 300 paintings and written over 2000 pages of literary analysis. This work is a comparative version between East and West. The Western version uses a unique "back-to-back" binding to differentiate "heaven" and "hell," while the Chinese version employs traditional thread binding. I explore the effects of desires on behavior in different contexts. People can understand the concept of "desire," discover social phenomena, and academic interpretations through reading books and viewing my paintings. Through art exhibitions, I aim to evoke feelings of sanctity, purity, and tranquility in the audience, encouraging them to thoroughly reflect on their concept of existence and pursue a moral and spiritual balance.

Credits

Chuantao Zhu
More Silver Winners
Typography
2024
MUSE Advertising Awards - The Sanming Quan Beef Jerky Gift Box
Enshi State Sanmingquan agricultural development Co., LTD

Entrant Company

Enshi JinRuida brand creative R & D Co., LTD

Category

Typography - Packaging / Product

Country / Region

China

Publication
2024
MUSE Advertising Awards - BeLocal Magazine

Entrant Company

The N2 Company

Category

Publication - Magazine

Country / Region

United States

Typography
2024
MUSE Advertising Awards - Sorry Mom, I Lied

Entrant Company

Ian Chen

Category

Typography - Book

Country / Region

United States

Website
2024
MUSE Advertising Awards - AARP State Event Animated Ad 300x250

Entrant Company

AARP Brand Creative Services

Category

Website - Microsite

Country / Region

United States