ORIGIN/ Create a campaign for a brand new commercial company. Extract a theme that ties together two different subcultures and create a cohesive visual system through
a variety of materials.
PATH/ “Atmosphere” uses Jiangnan (the region of China that is south of the Yangzi River) and Sichuan (a region located in southwest China) cultures to compare the differences between the two areas. Jiangnan and Sichuan share the water of the Yangtze River, yet developed differing cultures and customs.
Jiangnan people are gentle and elegant, and Sichuan people are true and passionate. The visual effect created by the contrast in these two cultures embodies the concepts of “wholesome” and “balance” in Chinese culture.