Perpetual War

CompanyGrass Jelly Studio
Lead DesignerMuh Chen
ClientMuh Chen
Project LinkView
Prize(s)2nd Place in Multimedia / Broadcast Design
Entry Description

By referring to our culture, history and literature, the music
video Perpetual War imparts the feeling of standing on the
shoulders of giants. More importantly, it is an anti war
message that suggests war's inevitable return. It contains a
great deal of symbolism and references to well known
passages of ancient poetry such as, “One general achieves
renown over the dead bodies of ten thousand soldiers” by
the Tang Dynasty poet Cao Song; “Eastward the Yangtse
River flows, Its waves washing away traces, Of giant people
of all times old,” and “Silk-capped, with feather fan, He
laughed and jested, While the dread enemy fleet was
burned to ashes.” both by Song Dynasty master Su Shi. The
video depicts endless war, the repetition of human destiny,
and heroes from various periods of Chinese history pursuing
ideals or fame. With ever increasing destructive power, war
scenes in the video change from ancient to modern, and
suggesting that even though the technology of war has
changed from sword and crossbow to guns, bombs and
chemicals, that it all is just debris, just as well all are,
forming the river of history.
We have always felt that creating videos entails much social
responsibility because their impact is so large, and can
result in positive power or negative destruction. Used
properly, they can educate or reassure the public, help the
weak or even stop war. We hope this video will encourage
people to look back on history, and reflect, reconsider and
learn from our predecessors.


In 2005, We founded production studio Grass Jelly in Taipei, which provides thorough visual production services from directing to CG, VFX and live-action. Grass Jelly has become one of the best visual production companies in Asia as it successfully draws wide media attention, and is invited to participate cross-country, high-end campaigns for television commercials and music videos. In 2013, a Pepsi television commercial featuring Momo Wu built up impressive brand awareness. Its music video version broke a record for music videos in Chinese-speaking Asia with a 100 million click-through-rate over an internet media platform.

We have dedicated the past decade of our careers to directing breathtaking visual artworks by integrating filmmaking arts and digital technology in CG/VFX. Our work has won or been nominated for numerous international visual awards, including the Red Dot Design Award (Germany), the iF Design Award (Germany), the MTV Europe Music Awards, the MTV Video Music Awards Japan, the IDA International Design Awards(USA), the Berlin Music Video Awards (Germany), the KKBOX Music Awards (Hong Kong), the Golden Melody Awards (Taiwan), the Golden Horse Awards (Taiwan), the STASH magazine showcase, etc. Our portfolio represents our unique sense in visual presentation: edgy, glamorous and full of delicate details. Our work is a refreshing voice that guarantees a perfect synergy of live-action and CG/VFX across various media resources and platforms.