Din Tou 陣頭
Din Tou, means "leader of the parade" in temple festival. It is to provide a way for Taoist gods to inspect the area they are in charge of and hear the grievance of passing spirits in Taiwan. This is a branding & advertising campaign and art direction concept for an exhibition featuring Din Tou at the New York Metropolitan Art Museum.
art direction · advertising design
The term din tou means “leader of the parade” in Taiwan’s temple festival. The religious purpose of din touprocessions is to provide a way for Taoist gods to inspect the area they are in charge of and hear the grievance of passing spirits. Din Tou performances primarily feature drumming, huge body puppets of various gods and the Bajiajiang (Eight Generals).
Temples in Taiwan have long been popular gathering places for the unemployed, homeless and high school dropouts. Many din tou troupes such as the Chiou-Tian set up performance group as a means to help the troubled teenage dropouts. Din Tou is sometimes viewed as a type of “low-end” performance, given its association with folk religion and street performance. Consequently, many view din tou performance as simple and unrefined. Since it’s rooted in Taiwan’s folk religion and grassroots culture, din tou isn’t recognized as a performing art and it isn’t given its due respect. That’s why, in addition to helping troubled teenagers, the aim for many din tou troupe is to revamp traditional din tou and upgrade it to the level of an art like theater.
This is a branding & advertising campaign and art direction concept for an exhibition featuring Din Tou at the New York Metropolitan Art Museum. The museum exhibition is to introduce this Taiwanese performing arts to the audience from the Western culture because it is an East Asian arts that is not familiar in the mainstream culture.
The art direction of this campaign focuses on featuring the fierce, colorful, and fearless spirits of Din Tou. The din tou‘s face paint and costume being the most important visual representation of din tou is the main design element. The color palette is focused on using vibrant, saturated colors inspired from the costumes as a loud and noticeable method to attract the public’s curiosity and interest.