MUSE Silver

2024

高山流水High mountains and flowing water

Entrant Company

上海译玄文化传播有限公司Yixuan Culture Communication Co., LTD

Category

Advertising - Print Advertising (Single)

Client's Name

南京证大喜马拉雅中心zhengda Himalayan Center, Nanjing

Country / Region

China

Zhengda Himalaya Center is a large-scale commercial complex situated in Nanjing. The main visual advertisement of the project endeavors to capture the characteristics of mountains and rivers in the exterior of the building, thereby achieving the harmonious resonance between indoor and outdoor spaces. Hence, I integrate the commercial complex project (shopping mall, cinema, library, etc.) with the exterior of the building and convey its connotation and atmosphere through the performance of a guzheng.

At the outset of the music, the girl amid the clouds plucks the guqin, and her fingertips dance between the strings, as a melodious movement slowly unfolds. The melody of the guzheng traverses the bamboo grove, guiding us to a lotus pond composed of books, where a high-heeled shoe is traveling alone, as if exploring the ocean of knowledge.

With the sounds of the piano, a carp is dancing with pearls, and the proud peacock displays its magnificence and nobility. The sounds of the Guzheng become rich and variegated at this moment.

The piano sounds transition to the interlude, the soft tone is like a girl sitting on a turtle shell swaying, along with the film, seemingly telling a touching story.

Towards the conclusion, the sounds of the zither turn strong and forceful, like a robust and courageous tiger, adding texture and layers to the repertoire with a powerful explosive force.

Ultimately, the melody gradually reverts to silence, with the hourglass flowing out a rainbow, as if connected with the prelude of the red cloud, the end of the story seeming like the beginning of the story, forming an eternal cycle.

The picture makes people feel as if they are in a commercial complex brimming with poetry and imagination, experiencing the tranquility of the mountains and waters, the freshness of the lotus pond, the liveliness of the carp, the magnificence of the peacock, and the reincarnation and eternity of the story.

Credits

王鑫鑫 xinxin wang
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