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Jolin Tsai - Play

CompanyGrass Jelly Studio
Lead DesignersMuh Chen
Design TeamGrass Jelly Studio
ClientEternal Music Production Co., Ltd. / Warner Music Taiwan Ltd.
CreditsVFX supervisor: Weiting Chen
Prize(s)Bronze in Multimedia / Broadcast Design
Entry Description

In her music video Play, the Taiwanese singer Jolin denounces present-day obsessions with money, plastic surgery and media attention. For this, her video works with images that are both playful and sarcastic, while she herself impersonates exaggerated stereotypes, from the 1980s Jane Fonda-style fitness trainer to the scheming, narcissistic superstar. As a “Rich Queen”, her world is pink and gold, and as a “Mainstream Hipster”, it is retro. In the last scene of the video, the map of Taiwan exposes the country’s current problems at a glance.


In 2005, We founded production studio: GrassJelly in Taipei that provides a thorough visual service from directing to the visual production in CG, VFX and live-action. Grassjelly has become one of the best visual production companies in Asia that is drawing media attention widely and gets invited to participate cross-country, high-end campaigns for TVCs and MVs.