700Bike x W - 野狗007 Product Film
When living right is hard, wouldn’t you rather be a dog? From the time we are born, we are taught to be a good kid, to study hard, to get into a good college, get a stable job, to make money, get married, have kids - all of which are norms and expectations of the society. “There is something at once sobering and absurd in the extent to which we are lifted by the attentions of others and sunk by their disregard” quoted in Status Anxiety by Alain de Botton. When we worry about not being able to meet the terms of success according to society’s standards, we lose our sense of self-respect and the respect of others, creating this feeling of shame, neglect and anxiety that our status in society is being lowered. Go where you can even if it’s beyond your reach. Do what you can even if you may never become that you desire. 700bike x W agency collaborated to produce the bike “Wild Dog 007”, throwing out the question of how deep our desire is. Is wealth more important than dignity? Can fame and success replace morals? For the life that you want, how many obstacles within yourself do you have to overcome and in the real world? For the life that you wish for, what is the price you are willing to pay in order to attain it? JL DESIGN collaborated with Taiwan’s new wave director Yuen Hsieh, and together with W agency produced the commercial film - “Be a wild dog”. Yuen Hsieh in his signature subculture visual language, challenge the status quo, breaking the mold in expressing what is being “wild” and “daring” in our society. The director’s personal experience and keen observation lead to his worldview; his unrestrained show of taboo subjects, and the most naked expression about desire. The story setting sees the protagonist working in a love motel. He observes the comings and goings of the guests, how they live restrained by the rules of the game in today’s society, trying to win at “the dog race” online game. In order to fulfil their desire, they are willing to turn into someone’s dog. The protagonist having given in to pressure, entered the online game. He won everything but gave it all up after an awakening, surrendering fame and fortune to be a wild dog, returning to his roots, where his true passion lies; to “Go where you can even if it’s beyond your reach. Do what you can even if you may never become that you desire.” The art direction from settings to costume to online game, has an old school yet futuristic style. Departing from realism, with a strong color scheme and using glitch to create a visual that pops and catches the imagination of the audience, unrestrained in its expression.