虎姑婆和他的朋友
兒童音樂節目｜品牌與視覺統籌
富邦文教基金會開發製作的《虎姑婆和他的朋友》節目，希望透過兒童觀看其他小朋友的經驗，鼓勵他們更勇於表達自己。我們很榮幸受邀為《虎姑婆和他的朋友》進行視覺整合與品牌世界觀設定，希望在品牌形象上與孩子們建立深刻的共鳴。
為達成這一目標，我們構建了一個奇幻神秘的音樂世界，這個充滿歡樂的自由遊戲空間，不僅為「虎姑婆」的世界增添了獨特的場域轉換，更成為孩子們在成長過程中面對各種情緒的樂園。
Fubon Cultural and Educational Foundation developed and produced the program "Who Gu Po & Friends", aiming to inspire children to express themselves more boldly by observing the experiences of other kids.We are honored to be invited to be responsible for the visual integration and brand universe for "Who Gu Po & Friends", hoping to create a deep resonance with children.
To achieve this goal, we built a fantastical and mysterious musical world, a joyful space for free play. It not only adds unique transitions to the "Who Gu Po" world but also serves as a playground for children to explore various emotions during their growth.
CHARACTER DESIGN
ANIMATION DESIGN FOR THEME SONG MV
PROGRAM CONCEPT
從虎姑婆的故事出發，替小朋友打造適合觀看的兒童音樂節目《虎姑婆和他的朋友》。透過虎姑婆跟小朋友閒聊的方式，帶出九種不同的恐懼主題，希望兒童透過觀看其他兒童的經驗，鼓勵他們更勇於表達自己，引導孩子療癒內心，並從中獲得面對恐懼的勇氣。隨著時間的推移，這些恐懼情緒都會被克服。
Inspired by the story of Who Gu Po (based on the folk legend of Tigerlady), this children’s music program, Who Gu Po & Friends, is designed for young viewers. Through casual conversations between Who Gu Po and the children, the show introduces nine different themes of fear. It aims to encourage kids to express themselves by watching other children’s experiences, guiding them toward inner healing and helping them gain the courage to face their fears. Over time, these fears will be overcome.
WORLD VIEW
#Free Play #EnchantedForest #MelodyCreatures #ChallengesAndGrowth #MusicalPlants #ExplorationAndCourage
我們希望孩子們能在這裡獲得無限的勇氣，在沒有大人指導的情況下，自主地面對恐懼，學習與之共存
We hope that children can gain limitless courage here, learning to face fears independently without adult guidance and discovering how to coexist with those fears.
PROGRAM MISSION
[A] 適合孩子觀看
[A] 適合孩子觀看
Children as target audiences
¹ 有趣的玩遊戲內容
Content with Fun Games
小朋友們天生對遊戲充滿好奇，喜歡觀看他人玩遊戲，這種代入感能帶來強烈的共鳴。
在節目中，觀看其他小朋友在歡樂氛圍中遊玩，不僅能滿足他們的好奇心，還能讓他們感受到同樣的快樂。
Children are naturally curious about games and enjoy watching others playing. This vicarious experience can create strong resonance.
In the show, watching other kids play in a joyful atmosphere not only satisfies their curiosity but also allows them to feel happiness.
² 片段式的章節結構
² 片段式的章節結構
Clear chapter structure
節目以章節結構進行清晰地切分，並用字卡加強切換時的連貫性。考慮到現代收視行為的變化，使得現代孩童專注力下降，
用這種切割形式將節目拆解成不同段落推播，在新媒體結構下也更具有傳播潛力。
The show is divided into clear chapters with title cards for smooth transitions, catering to modern children's shorter attention spans.
This format is effective for broadcasting on new media platforms, enhancing the show's spreadability.
[B] 品牌視覺的印象建立
Building brand visual of the show
¹ 場景美術
¹ 場景美術
Art Direction of Production Design
音樂世界是充滿歡樂的自由遊戲空間，更是一個能包容孩子們在成長過中面對各種情緒的樂園，也為節目建構出轉換場域的形式。
The music world is a joyful space for free play and serves as a haven where children can explore and process various emotions
during their growth. This also provides a dynamic setting for scene transitions within the show.
² 節目包裝
Packaging Design
除了運用重複出現的音樂森林元素來加強品牌視覺印象，也利用錄音帶的轉場設計幫助觀看者建立穿越兩個世界的視覺邏輯。
In addition to reinforcing brand visuals through recurring elements of the music forest, the use of cassette tape transitions helps
viewers establish a visual logic for moving between the two worlds.
[C] 多元的美學教育刺激
Diverse Stimulation on Aesthetic
多元性是虎姑婆節目的重要核心理念，我們利用每支MV動畫的不同視覺風格，提供孩子多元的美感教育刺激，
打破傳統框架的束縛，讓他們了解動畫職業中的多種創作方式，拓展孩子的美感光譜。
Diversity is a core concept in Who Gu Po & Friends. Through unique visual styles in each music video, the program provides children
with varied aesthetic education stimuli, breaking traditional boundaries. This approach helps them understand different creative
techniques in animation, broadening their aesthetic spectrum.
SET DESIGN & FILMING
節目遊戲段落的美術搭景與拍攝，除了實際搭建出音樂森林的造景，我們也打造了森林內的遊戲道具，例如籃框樹、投手蘑菇、荷葉床...等。
For the program's game units, the art direction and filming involved constructing a physical set for the music forest, complete with various interactive props within the forest setting. These include a basketball hoop tree, pitcher mushrooms, lily pad beds, and more, creating an immersive and playful environment for the children to explore and interact with.
MUSIC FOREST OUTLOOK
COLOR PLAN
PROGRAM PACKAGING
延續主視覺的森林及音樂元素，並轉化為多樣圖案 標準字體設計融合了虎姑婆的象徵性桃粉色、虎紋、虎尾、以及音符元素 Extended from the main visual theme: forest and musical elements, various patterns were created based on these motifs. The standard font design incorporates iconic symbols like Who Gu Po’s signature peach pink, tiger stripes, tiger tail, and musical note elements.
LOGOTYPE
TYPOGRAPHY
APPLICATION SYSTEM
CREDIT
客戶｜富邦文教基金會
品牌企劃與視覺統籌｜dosomething studio
創意總監｜王宗欣
品牌企劃｜王宗欣, 林霈萱
節目創意企劃｜曾忠嶽, 王宗欣
MV動畫統籌｜曾忠嶽
專案經理｜鄭琇云
主視覺設計｜王宗欣, 郭錦龍
標準字設計｜牛子齊
音樂森林設定與拍攝｜dosomething studio
導演｜曾忠嶽
攝影指導｜謝宗諭
攝影組長｜林子傑
攝影師｜徐章竣, 陳威德, 溫授博, 宋文皓
八大攝影組｜王韋凱, 潘奕安, 黃恆輝, 陳則霖, 呂品禾, 許覆薪
客戶｜富邦文教基金會
品牌企劃與視覺統籌｜dosomething studio
創意總監｜王宗欣
品牌企劃｜王宗欣, 林霈萱
節目創意企劃｜曾忠嶽, 王宗欣
MV動畫統籌｜曾忠嶽
專案經理｜鄭琇云
主視覺設計｜王宗欣, 郭錦龍
標準字設計｜牛子齊
音樂森林設定與拍攝｜dosomething studio
導演｜曾忠嶽
攝影指導｜謝宗諭
攝影組長｜林子傑
攝影師｜徐章竣, 陳威德, 溫授博, 宋文皓
八大攝影組｜王韋凱, 潘奕安, 黃恆輝, 陳則霖, 呂品禾, 許覆薪
美術指導｜陳熹弘
美術執行｜葉綺, 鄭以琦, 莊育周, 汪育卉, 周家秀, 鄭卉渝
美術場務｜邱宥翔, 許誌峯, 張許源, 張家瑋, 陳崇瑜, 劉秉均, 吳明吉
木工｜蕭聲, 張元誠, 吳忠勝, 蘇聖博, 王世明, 劉國賢
燈光設計｜梁睿閎, 林啓弘, 田家政
節目主題曲-動畫製作｜dosomething studio
藝術指導｜王宗欣
導演｜曾忠嶽
專案經理｜李維熙, 鄭琇云
腳本設定｜郭錦龍, 詹宜菁
美術設定｜張力仍, 郭錦龍
動態影像設計｜張力仍, 蘇秋如, 沈余澔, 詹宜菁, 林建隆
節目包裝設計｜dosomething studio
藝術指導｜王宗欣, 曾忠嶽
專案經理｜李維熙, 鄭琇云
動態影像設計｜沈余澔, 郭錦龍, 莊仲凱
