In the past 6 years, Dianshi Digital founder Deng Bohong has become a judge of many of the world's top advertising creative awards, including the CLIO Cleo International Advertising Award, the LIA London International Award, the NYF New York International Advertising Award, the CICLOPE Berlin International Advertising Creative Festival, the AD STARS Busan International Advertising Festival...
The post-70s who came to Shenzhen in 1986 came into contact with science and technology early, although they only began to contact the CG animation industry at the age of 30, at the age of 36, they have led the team to win first-line international awards, and have won 124 awards in international competitions in the fields of film and television advertising, CG animation, digital special effects, etc., including 18 gold awards and grand prizes.
In the contact with his counterparts in various countries, he is more and more aware of the differences between different cultures, and he also finds that the excellent works of some countries are more in the expression of technology and other expressions, while the Chinese cultural heritage is deeper, and its delicacy and profundity are not available in many countries, which makes him more confident in Chinese culture.
He told the Nanfang + reporter: "Judging from the laws of ancient and modern China and abroad, the take-off of culture often lags behind the take-off of the economy, and the climax of China's cultural take-off is expected to come, and industry personnel must make full preparations and do their own professions well."
Dianshi Digital founder Deng Bohong.
The charm of Chinese culture and modern expression
The president of the historic Cleo International Advertising Awards, who has invited Deng Bohong to participate in the judging work three times, told him a few years ago that as a world-class event that has lasted for 58 years, it cannot be called international without the participation of Chinese and Chinese elements.
With more and more exchanges with the top international celebrities, Deng Bohong went to more and more international companies to investigate, gradually dispelling the mysterious sense of Western culture, and also having a deeper understanding of the four words of "Wen Yi Dao".
In his view, the former "text" is a text, article, to engrave knives, bamboo Jane, brushes, ink, etc. as tools, and now as a carrying tool is a scientific and technological means, the "Tao" carried is the emotion and other aesthetics, over the years Hollywood movies are the use of technical advantages, in the expression of more than a lot of Chinese films, and Chinese culture, Chinese stories once the use of more advanced, more efficient, more deeply rooted in the way of expression, can achieve better dissemination.
In fact, a considerable proportion of deng Bohong's more than 100 award-winning works in international competitions in the fields of film and television advertising, CG animation, and digital special effects are the application of Chinese culture and cutting-edge technology in diversified creativity. His first international award-winning work, "Furong Family", used three-dimensional animation to interpret Chinese gong strokes, with meticulous brushwork and exquisite artistic conception, becoming the first work of the Chinese mainland to win the "Best 3D Simulation Gold Award" of the Imaginea European Digital Content Creative Arts Festival.
It is precisely with "Chinese culture and modern expression" that Dianshi Digital led by Deng Bohong has repeatedly competed with top visual effects production companies such as Pixar and Industrial Light and Magic, and was elected as the only 3DS MAX MASTER global animation master in Asia in 2009.
Starting from Shenzhen, we will show China to the world with "culture + technology"
In 1986, Deng Bohong, who was in junior high school, came to Shenzhen and had his first 386 computer as a teenager. At the critical stage of the formation of the world view and outlook on life, Shenzhen people come from all over the world, and the different atmosphere and rapid social changes in other cities make him very different from his enthusiasm for learning things such as science and technology and other things.
In the works of Deng Bohong's team, there are films such as "The Heavenly Whale of the Zhenguo Artifact" and "The Hong Kong-Zhuhai-Macao Bridge of Major Projects", as well as films that present the epitome of national and urban development, such as "The Courage to Stand at the Head of the Tide at the 40th Anniversary Celebration Conference of Shenzhen" and "Shenzhen Qianhai Global Propaganda Film". They use the most advanced visual expression effects to show the world Chinese creativity, Chinese manufacturing, Chinese design.
Deng Bohong's team's work "Zhenguo Artifact Of the Heavenly Whale" screen.
The picture of Deng Bohong's team's work "The Journey of Mankind is the Sea of Stars".
In 2003, 30-year-old Deng Bohong founded Dianshi Digital in Shenzhen. Due to the innovative and pragmatic characteristics of Shenzhen, young talents gathered, there is not much sophistication, Dianshi Digital has survived very smoothly, and has won many international awards since 2009.
In recent years, "culture + technology" has become one of the characteristics of Shenzhen. Deng Bohong found that Shenzhen is rich in scientific and technological talents, but the talents of "culture + technology" are not as good as in cities such as Beijing, Shanghai and Los Angeles, especially cultural talents are still relatively scarce. If Shenzhen makes efforts to attract top cultural talents at home and abroad and improves the relatively short piece of wood plank, this soil is completely composed of enterprises and works that may have more international influence.
He told the Southern + reporter that China's national strength is getting stronger and stronger, the influence is increasing, while emphasizing the "Chinese story, international expression", the current special attention should be paid to "Chinese story, modern expression", with a more acceptable, more appealing expression of China's excellent culture, more recognition in the world, and Shenzhen in recent years to actively promote the "culture + technology" integration and development, the future has the opportunity to make more explorations in this regard.
Screenshot of Deng Bohong's team's work "Shenzhen Qianhai Global Promotional Film".
[Reporter] Ma Fang
【Author】 Ma Fang
【Source】 Southern Press Media Group South + client
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