Innovative Stage Experience
The moon, with its timeless mystique and emotional pull, has inspired countless works of art, music, and poetry. It serves as a quiet companion in the night sky, reflecting not just light but also the unspoken feelings that words often fail to capture. This universal appeal of the moon becomes the centerpiece of "ONCE UPON A MOON," an imaginative event campaign brought to life by JING DIRECTOR STUDIO and :PLAYFUL DESIGN STUDIO, featuring the extraordinary Tia Ray. Honored with a Platinum Award at the 2024 TITAN Innovation Awards, this concert tour is far from ordinary, it’s an artistic odyssey.
The heart of the campaign is rooted in the moon’s rich symbolism, especially in Eastern cultures. Here, the moon is seen as a symbol of change, continuity, and the bittersweet passage of time. Its phases, from the crescent sliver of new beginnings to the full brilliance of fulfillment, mirror life’s journey, with all its highs and lows. Tia Ray, a singer whose soulful voice has touched hearts since her debut in 2004, eloquently expressed the essence of this campaign, saying, “Music serves as the moon's language, and each song carries the heartfelt message the moon wishes to convey to you.” These words set the tone for a concert experience that promises to blur the lines between performance and poetry.
This grand event will unfold in three iconic Chinese cities: Shenzhen, Shanghai, and Beijing; each with its own unique relationship to music and culture. However, what truly makes this tour special is the innovative stage design. At its core lies an immense moon installation, an awe-inspiring 19.7 meters in diameter. This isn’t just a prop; it’s the emotional centerpiece of the entire event. The moon will glow, shift, and evolve throughout the concert, mirroring its phases and reflecting the dynamic flow of the music.
The ambitious scale of this design demanded exceptional collaboration between music, lighting, and stage engineering. The result is a seamless blend of technical expertise and artistic vision. Lighting plays a critical role here, transforming the space into an ethereal dreamscape. Ingeniously designed to conceal the structural elements, the lighting gives the illusion that the moon is suspended effortlessly, radiating a soft glow that pulls the audience into its orbit. With every note and every shift in light, the moon becomes a living, breathing entity, its waxing and waning a visual metaphor for the ebb and flow of emotions.
Tia Ray’s concert is more than a series of performances; it’s an emotional journey that resonates deeply with the audience. The interplay of music and visuals creates an immersive experience, encouraging concertgoers to reflect on their own stories, their personal moons. The moon’s phases; symbolic of growth, introspection, and renewal are brought to life through the masterful use of expansive sets. This isn’t just a concert; it’s an invitation to pause, reflect, and connect with something greater.
But what’s an extraordinary stage without extraordinary music? Tia Ray’s repertoire is a perfect match for this celestial theme. Known for her ability to convey raw emotion through her voice, she weaves together traditional Chinese melodies with contemporary influences. Her music, much like the moon itself, transcends boundaries. Whether you’re drawn to the hushed intimacy of a crescent moon or the dazzling brilliance of a full one, there’s a song—and a moment—for everyone.
JING DIRECTOR STUDIO and :PLAYFUL DESIGN STUDIO deserve applause for their innovative approach. Their ability to transform a simple concept like the moon into a full-fledged event campaign is nothing short of inspiring. By mixing the latest technological stage design with cultural symbolism, they’ve created an experience that feels both personal and universal. It’s no surprise that "ONCE UPON A MOON" earned a Platinum Award at the 2024 TITAN Innovation Awards, standing out as a shining example of how art, technology, and emotion can come together to create something truly innovative.
As the curtain rises on this magical concert tour, one thing is certain: "ONCE UPON A MOON" is more than an event; it’s a moment in time, an experience that lingers long after the music fades and the lights dim. Whether you’re in Beijing, Shanghai, or somewhere around the globe, this is one journey you won’t want to miss. The moon, after all, has always had a way of pulling us closer to the things that matter most: our emotions, our stories, and the connections we share. Finally, in the hands of Tia Ray and her talented collaborators, it’s shining brighter than ever.
Credits
Entry Title: ONCE UPON A MOON
Entrant Name: JING DIRECTOR STUDIO & :PLAYFUL DESIGN STUDIO
Winning Category: Innovation in Campaign - Event Campaign
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