Role: Operational Lead and Integrated Marketing Strategist

Agency: Hakuhodo

Market: Taiwan

Year: 2014 

Project: Experiential consumer event 

To celebrate the grand opening of the National Taichung Theatre, an international-level light projection show was held on November 21st and 22nd.

The National Taichung Theatre is renowned for its distinctive architectural features, including its pillarless, curving design and the absence of right angles, challenging conventional geometric principles. Designed by the celebrated Japanese architect Toyo Ito, the theatre is a masterpiece that pushes the boundaries of architecture and took 8 years to complete.

The performance was divided into three main themes: 'Nature,' 'Geometry,' and 'Innovation.' 'Nature' echoed the theatre's organic, natural feel, drawing inspiration from the Earth’s formation and the concept of ocean erosion. Underwater echoes expressed sound tension, symbolizing the origin of life and its continuous vitality. 'Geometry' showcased the theatre’s unique architectural form and contours through dynamic point, line, and surface animations. 'Innovation' featured colorful marbles and multi-layered ink splashes, paired with live performances by the Macallan International Symphony Orchestra, offering a rich visual and auditory experience. The performance culminated in a celebration of the theatre’s completion, accompanied by the heavenly voices of vocalists.

As the Operational Lead and PR Integrated Marketing Strategist for the National Taichung Theatre at Hakuhodo, I spearheaded the successful launch of the theatre's light sculpture show. My role encompassed the full spectrum of integrated marketing activities, from strategic planning and execution to budget management.

• Operational Leadership: Managed day-to-day operations, overseeing vendor relationships and logistics including contracts, managed account P&L, and ensuring the smooth execution of tasks.

• Public Relations: Developed media angles and key messaging, crafted press releases, monitored media coverage, conducted daily analysis, and managed crisis communications. Cultivated strong relationships with art & cultural, design & architecture, and lifestyle journalists across print, online, and broadcast media.

• Events: Designed and executed the press trip for the launch of the National Taichung Theatre, collaborating closely with photographers, and Subkarma, the design studio responsible for the light sculpture. The event was held at the National Taichung Theatre.

• Key Project:  

  • Hosted a two-day press trip for the National Taichung Theatre's light sculpture show: marking the debut event to announce the opening of the National Taichung Theatre—the first national theatre in the region, which took 8 years to complete. The event garnered significant media attention, particularly from art and culture, design and architecture, and lifestyle publications, as well as TV coverage.

• Achievement:

  • The National Taichung Theatre held its opening ceremony on the 23rd, with the Taichung Cultural Bureau hosting a light sculpture show starting on the evening of the 21st. On the 22nd, the mayor's wife, Mrs. Shao Xiaoling, attended the show with thousands of spectators. The 3D light projections on the theatre's exterior, accompanied by live orchestral and vocal performances, captivated the audience.

  • The event attracted large crowds, with families arriving early to secure spots in the main plaza and even spilling over to nearby streets and high-rise buildings. To celebrate the theatre's grand opening, the Cultural Bureau organized three large-scale light projection shows, featuring dynamic animations, water waves, shadows, and more, paired with live music, creating a stunning sensory experience.

  • The light show utilized 16 high-powered projectors, creating vivid effects on the theatre's 124-meter-wide, 33-meter-tall curved walls, drawing huge crowds and temporarily disrupting nearby traffic and mobile phone signals.