MUSE Gold

2025

Dead Poets Society Main Title Design

Entrant Company

Jiani Hong/Sierra Lee/Ewan Lee

Category

Video - Motion Graphics

Client's Name

Country / Region

United States

The 1950s were the golden age of capitalism, a period of conformity, and standardized mass production. In the film Dead Poets Society, the story unfolds at Welton Academy, where students are expected to uphold the school’s pillars: honor, discipline, excellence, and obedience. Parents push their children to achieve academic prestige, often at the cost of their individuality and free will.
In our title sequence, we explore the metaphor of the trophy—an object symbolizing achievement—to critique the culture of molding students into idealized symbols of success. We introduce the concept of “trophy children”: individuals shaped to serve as accomplishments for their families and institutions, rather than as autonomous beings.
By illustrating the process of crafting a trophy as a metaphor for the “model citizen,” and its eventual entrapment in a school trophy cabinet, with the ending scene in a solemn academic school hallway, we aim to expose the irony of prestigious academies unwittingly producing "trophy children”. The title's ending invites introspection about this extreme educational mode and reveals the irony beneath the polished surface: a system that glorifies success.

Credits

Jiani Hong
Sierra Sohee Lee
Ewan Lee
More Gold Winners
Video
2025
MUSE Advertising Awards - Wondarland

Entrant Company

Xiaochen Zheng, Yadan Tan, Xinyao Yan

Category

Video - Animation

Country / Region

United States

Video
2025
MUSE Advertising Awards - Accelshield 300
AkzoNobel

Entrant Company

Gravity Global

Category

Video - Business to Business

Country / Region

United Kingdom

Event
2025
MUSE Advertising Awards - 2025 Changhua Moonlight Lantern Festivel

Entrant Company

LightUp Life Co., Ltd.

Category

Event - Cultural

Country / Region

Taiwan

Experiential & Immersive
2025
MUSE Advertising Awards - Hannover Messe 2025 - Opening Ceremony

Entrant Company

insglück Gesellschaft für Markeninszenierung mbH

Category

Experiential & Immersive - Immersive Brand Experience (NEW)

Country / Region

Germany