A delegation of experts from AADTHU attends the 2020 Qingdao International Film and Television Design Week and gives keynote speeches
On the morning of August 29,ZHAO Chao, Deputy Dean of the Academy of Arts & Design, Tsinghua University (AADTHU) and Deputy Director of Tsinghua (Qingdao) Academy of Arts and Science Innovation Research (TASA); LI Wei, Professor of AADTHU; WANG Hongwei and ZHOU Yanyang, Associate Professors of AADTHU; and other experts were invited to attend the 2020 Qingdao International Film and Television Design Week and make suggestions and proposals to empower Qingdao's industrial innovation and design.
In the theme forum of "Film and Television IP Developers Conference", Mr. ZHAO Chao and Associate Professor ZHOU Yanyang made their respective keynote speeches entitled Design + Media and "Infinity" - CCTV Animation IP + Space Design. Mr. ZHAO Chao systematically introduced how design science, as the third major discipline independent of natural sciences and humanities, has had a profound impact on the human society through the medium of film and television. Associate Professor ZHOU Yanyang shared the development direction of combining the animation IP industry with space design to broaden the boundaries of the industry.
Design + Media
Mr. ZHAO Chao started his introduction first with the establishment purpose of TASA. He said that Tsinghua University and AADTHU have always paid attention to the training of talents in all fields of the design industry, while Qingdao City, as the frontier of the development of China's film and television industry, has good resource advantages and industrial base. The establishment of TASA will effectively build an important platform for the collaborative innovation in art and science, support the design innovation of the whole industrial chain of the film and television industry and other industries in Qingdao, and promote industrial breakthrough and transformation.
Speaking of the question of how art and science can contribute to the progress of the film industry, Mr. ZHAO Chao believed that the breaking point lies in the use of good design. The design science is the third major discipline apart from natural sciences and humanities, and places greater emphasis on human initiative and creativity. It values the integration of arts and science and technology, closely combines the sensual aesthetics of arts with the rational thinking of science, explores the solutions to contemporary popular problems and the multiple possibilities of the future world development from different perspectives, and thus has an impact on the whole world. Films, as one of the important design-carrying media, concretely reflect the abstract world of thinking of human beings in the form of visual arts with scientific and technological methods.
❏ Mr. ZHAO Chao mentions that design reconstructs brand-new cultural symbols.
Mr. ZHAO Chao cited extensively, shared excellent works exhibited at the Tsinghua University Art and Science Show and classical cases of design in China's film history and further stated that design links coordinated innovation of different disciplines. Talents from different fields have the opportunity to cooperate with each other on the platform. Knowledge from various areas is thus circulated and converted, continuously producing practitioners with innovative spirit, who are the leaders of breakthrough innovations in the industry.
Excellent talents from Tsinghua University contributed a lot in the development history of the film industry. Tsinghua University's talent nurturing system focuses on three core dimensions: knowledge imparting, ability training and value shaping. Value shaping is of supreme importance, which emphasizes cultivating students' humanistic care. Students are expected to start from the actual production and living and carry out design that really meets the demand of social development, so as to guarantee, on the basis of technology, greater focus on human needs and business models and respond calmly to demands and challenges of the industry in different periods, propose systematic solutions and promote continuous development of the industry.
❏ Mr. ZHAO Chao shows the works of LI Jian, a graduate of the Department of Industrial Design of Tsinghua University.
Relying on the concept of Tsinghua University for talent nurturing, TASA aims to become a design innovation platform serving the whole industry and the whole industry chain. TASA will take advantage of Tsinghua's talents and disciplines to design and provide systematic solutions in the industry to solve social problems. TASA will respond to new technological challenges and achieve cultural inheritance and transformation.
Finally, Mr. ZHAO Chao invited the public to pay a visit to TASA and welcomed the masses to participate in the development of TASA and work together to establish an all-discipline innovation development platform.
❏ Mr. ZHAO Chao shows some works exhibited at Tsinghua University Art and Science Show.
"Infinity" - CCTV Animation IP + Space Design
Associate Professor ZHOU Yanyang shared demonstration cases of the 2017 "Marshmallow and Cloud Mother" CCTV Theme Cartoon and Comics Show, the 2019 Beijing International Horticultural Exhibition CCTV Cartoon Pavilion and Citicbooks at Beijing Daxing International Airport, and introduced the impact on exhibition effects of the clever combination of cartoon IP and spatial design.
❏ Associate Professor ZHOU Yanyang shares some cases on combining cartoon IP and spatial design.
At the 2017 "Marshmallow and Cloud Mother" CCTV Theme Cartoon and Comics Show, visual techniques were adopted and each work was assigned with one color to exhibit the works of three masters in the same space. Glasses of different colors were offered to the audience at the show, so that they could separately observe the works of each master with different views.
❏ Associate Professor ZHOU Yanyang shares the case of the "Marshmallow and Cloud Mother" CCTV Theme Cartoon and Comics Show.
When designing the 2019 Beijing International Horticultural Exhibition CCTV Cartoon Pavilion, the design team, despite limited site conditions, arranged more than 10 functional zones in the venue and created a very popular family go-to site in an arched area using the classic cartoon modeling of CCTV. Some technical devices were introduced to integrate art with science.
❏ Associate Professor ZHOU Yanyang shares the design for the 2019 Beijing International Horticultural Exhibition CCTV Cartoon Pavilion.
Beijing Daxing International Airport is not only one of the air transport hubs of the capital city, but also an important messenger of international cultural exchange. The CCTV Cartoon and the IP of Citicbooks were cleverly combined based on spatial design to present classical Chinese cartoon images in the bookstore, with internationally well-known carton IPs implanted to make international visitors at home and embody the idea of internationalization.
❏ Associate Professor ZHOU Yanyang shares the clever combination of CCTV Cartoon with IP of Citicbooks
Associate Professor ZHOU Yanyang said that the core brand value of film IP was interiorized with enhanced form of expression by visually implanting the concept of film IP into spatial form, device design, color and material.
International Culture and Creativity Development Round Table Meeting & Headquarters Culture and Creativity Strategic Seminar
Associate Professor WANG Hongwei attended the International Culture and Creativity Development Round Table Meeting & Headquarters Culture and Creativity Strategic Seminar and extensively exchanged ideas with experts of the culture and creativity IP circle on culture and creativity development, IP authorization experiences and other relevant topics. Associate Professor WANG Hongwei provided some in-depth opinions on the direction of the culture and creativity industry of CCTV Headquarters based on his experiences in teaching and projects. Associate Professor WANG Hongwei pointed out that the culture and creativity industry of CCTV must first focus on the globality in strategies and brand orientation; detailed designs for ordinary life must also be taken into account. To this end, the design of CCTV's culture and creativity must keep pace with consumers' values, start from the current moment and focus on consumption habits of the younger generation. Secondly, the design must be based on high taste and unique style, with the oriental lifestyle, life values and tenets told in an oriental context to create CCTV's culture and creativity products that are systematic, sustainable and integrated.
❏ Professor WANG Hongwei makes suggestions regarding the development of CCTV's culture and creativity industry.
