Danni Chang Elevates Pepsi Tai Chi with Eastern Elegance

Thank you! I am a scene designer, focusing on integrating Chinese cultural elements with modern technology to create immersive visual spaces. I graduated from the Central Academy of Fine Arts and have been working in scene design and setup for TV commercials, music videos, films, and variety shows for 12 years.

China's traditional culture is vast and profound, and every pattern, material, and color carries deep historical and emotional significance. My inspiration often comes from these cultural symbols, and I reinterpret them through modern design language to tell stories relevant to our time.

For me, design is not just an aesthetic expression but a continuation of culture.

Winning the MUSE Design Awards is a great affirmation for me. This award recognizes not only my creativity and technical applications, but more importantly, it provides more opportunities for the presentation of Chinese cultural elements on the international stage.

Being able to showcase the unique charm of Eastern aesthetics to the world has always been my goal as a designer.

After winning the award, our team's international visibility has increased, attracting more opportunities for multinational collaborations. Many international brands and production teams have shown strong interest in Chinese cultural elements and are eager to incorporate designs with an Eastern flavor into their work.

Through these collaborations, we have not only created design projects but also contributed to the global spread of Chinese culture.

Constant experimentation and disrupting original scenarios are at the core of my creations, allowing me to combine Chinese traditional culture with cutting-edge technology to explore more possibilities.

For example, in a historical drama project, I wanted to present the artistic conception of Chinese landscape painting, but traditional scene settings were difficult to replicate the freehand beauty and blank space of those paintings.

Therefore, I tried using XR (Extended Reality) technology to project digital landscape paintings onto LED screens as backgrounds, combined with real-life construction in the foreground. By simulating the movement of clouds and mist and the changing of light and shadow in the landscape painting through AI algorithms, we created a dreamlike immersive visual experience.

This experiment not only broke the physical limitations of traditional scene settings but also allowed the audience to feel as if they were inside a living Chinese painting. Experimentation constantly pushes boundaries, giving new vitality to traditional aesthetics with the support of technology.

A visit to the Mogao Caves in Dunhuang provided me with tremendous inspiration. The layering of colors in the murals and the use of light and shadow made me think about how to simulate natural lighting effects in modern scenes.

Later, in a virtual shooting project, I used a combination of LED screens and projection technology to recreate the layered, story-filled light and shadow atmosphere found in the Dunhuang murals. The involvement of technology brought new life to these ancient artistic languages.

I hope people understand that scene design is not just about presenting visual aesthetics but also a dialogue between culture and technology. In my design process, each scene carries cultural storytelling.

For example, a carved window or a piece of blue brick tile—its shape, texture, and color all tell a story of history. On the basis of respecting the cultural background, using technology and material innovation to reinterpret these elements is the design method I have always adhered to.

I find the point of intersection between cultural value and commercial needs through thorough communication. Many clients are initially hesitant about traditional elements, but when I show them how modern technology can transform traditional culture into a visual language with international appeal, they are often moved by this unique aesthetic.

Moreover, I am deeply passionate about the artistic conception of Chinese aesthetics, which is a highlight for international audiences and can quickly capture their attention with classical Chinese beauty. Traditional art has been passed down through the ages and has stood the test of time, and it is our generation's responsibility to carry it forward.

The biggest challenge was finding a balance between technical limitations and cultural representation. In a historical film project, I needed to recreate a Tang Dynasty palace. However, the actual shooting location was limited, and large-scale construction wasn't feasible.

Ultimately, I used XR technology to extend the space virtually, while retaining realistic textures through detailed real-world construction. This solution addressed the spatial limitations while ensuring cultural accuracy.

I usually return to the source of culture by visiting museums, ancient architectural sites, or craft workshops to reconnect with the essence of traditional culture.

At the same time, I keep an eye on cutting-edge technologies and the development of AI, XR, and other new technologies. The collision between culture and technology often brings unexpected inspiration.

I firmly believe that the power of design lies in connecting people with culture, technology, and nature. My works often integrate symbols of Chinese traditional culture, such as the blue-and-white contrast of blue-and-white porcelain, the spatial layout of Song Dynasty gardens, and the use of colors in Tang Dynasty murals.

I am also deeply concerned with environmental protection and sustainable design. In scene construction, I often use eco-friendly materials and apply modular design to extend the life of materials.

I advise young designers to deeply understand their cultural roots while staying sensitive to technology. Innovation is not just about chasing trends but finding your own design language within tradition.

Dare to break boundaries, excel in cross-disciplinary work, and let your designs tell unique cultural stories within the context of globalization.

I would love to collaborate with Nam June Paik. He was a pioneer of multimedia art, combining technology and art to break the boundaries of traditional art. I'm curious to see how he would use technologies like AI and XR to create in today's tech environment.

Such a collaboration would certainly spark profound reflections on culture, technology, and the future of humanity.

I hope people ask me, "How does your design help promote Chinese culture globally?"

My answer is that through scene design, I use visual language to tell Chinese stories. From material choices to spatial construction to color application, I am constantly exploring how to present traditional culture to a global audience in a modern way.

I believe culture is fluid, and only through constant innovation can traditional culture truly be revitalized. My designs are a way of ensuring this cultural dialogue continues on screen and in the hearts of audiences.