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  • SUB CATEGORY :
    INNOVATIVE DESIGN
  • COMPANY ENTERING :
    THE NINE SHANGHAI, SHANGHAI
  • TITLE :
    THE BLOOM
  • BRAND :
    BEIJING 2022 WINTER PARALYMPICS OPENING CEREMONY
  • ADVERTISER :
    BEIJING 2022 WINTER PARALYMPICS OPENING CEREMONY
  • AGENCY :
    THE NINE SHANGHAI, SHANGHAI
  • CHAIRMAN :
    ZHANG YIMOU
  • CHIEF CREATIVE OFFICER :
    JODY XIONG
  • CREATIVE DIRECTOR :
    JODY XIONG
  • ART DIRECTOR :
    JODY XIONG/CAI GUOQIANG/ZHIOU WANG
  • COPYWRITER :
    ZHANG YIMOU
  • CREATIVE TECHNOLOGIST :
    SHIYOU BEIJING
  • EXECUTIVE PRODUCER :
    SHEN CHEN/LI ZHIWEI
  • AGENCY PRODUCER :
    YAO GUOQING
  • TECHNICAL DIRECTOR :
    LI DAQUAN
  • INTERACTIVE DESIGNER :
    HU MO
  • DESIGNER :
    JODY XIONG
  • COMPUTER ARTIST :
    JODY XIONG
  • ILLUSTRATOR :
    JODY XIONG
  • ACCOUNT EXECUTIVE :
    GUO XINNONG/ZHENG BO/HAO SHANSHAN/ZHAO CHENGUANG
  • FILM PRODUCTION COMPANY :
    BEJING CHENG-SHIR CULTURE & MEDIA CO.LTD, SHANGHAI
  • DIRECTOR :
    ZHANG YIMOU/JODY XIONG
  • ASSISTANT DIRECTOR :
    ZHU JINJING/FENG XIAOTAO
  • STYLIST :
    CAO TINGTING
  • EDITOR :
    ZHAO QI
  • COLORIST :
    YU YONGMEI
  • SPECIAL EFFECTS :
    WEI NA
  • BACKGROUND OVERVIEW :
    Brief
    On March 4, 2022, the opening ceremony of the Winter Paralympics was held at the Bird's Nest in Beijing.

    Insight
    Disable people are not defined by their health conditions or impairments. Combined with the technology of brain wave idea control, the mental power expression of the disabled can be visualised.

    Solution
    A group of impaired individuals came together to create a piece dedicated to the Winter Paralympics. They choose their favourite colours and place them in balloons with detonators. Then wear a brainwave-capturing device that sends a signal to trigger a detonator to detonate a balloon, and paint is sprayed on the canvas. The colourful intersections form an abstract “smiley face”, which means welcoming friends from all over the world with laughter.

    Result
    “Smiley face” debuted at the opening ceremony of the Winter Paralympics.
    Tens of thousands of people have visited and experienced the installation.
    More than 100 million people saw this“smiling face”through television and social media.