Unlocking that inner roar

Artists from around the world thrilled the audience with their unconventional talent during the launch of the global campaign “Tiger Roar Collective” held recently at Seoul’s Sebitseom (Gavit Island), a cultural complex usually reserved for more conventional arts and performances.

 

“Tiger Beer believes that great ideas are not just born in the boardroom but can come from the streets of the world, which is why we are all about championing raw talent who approach their craft in unconventional ways. We believe that these are the people who shape our future: a generation of world-changing individuals who push boundaries and fearlessly follow their passions,” Venus Teoh, international brands director of Tiger, told The Nation.

 

“For the very first time in Seoul, Tiger Beer is showcasing collaborations featuring these diverse talents at Tiger Roar. This is a celebration of our Uncaged Nights talent, and at the same time marks the beginning of more to come. With Tiger Roar Collective, we aim to unlock even more inner tigers of unconventional talent from around the world,” she added. 

 

The first global campaign brought together many talented individuals from Germany, USA, UK, China, Japan, South Korea, Malaysia, Singapore, Mongolia, Myanmar and Thailand, and from diverse fields such as music, dance, fashion, art, food, and technology. Among them were Vietnamese-American musician Brandon Mai or “Tin”, British rapper RoxXxan, German illustrator Russlan Kassimowitsch Tintschurin, Myanmar’s freestyle animation dancer Phyo Wai Ko Ko, Mongolian DJ and beatmaker Luvsanlkhundev Boldsaikhan or “Luuya”, and contemporary Chinese artist Chen Yingjie.

 

Also taking the stage were Malaysian chef Chan Wei Jun, Japanese experimental musician Masamichi Kato, Japanese violinist and composer Mei Segev, Singaporean entrepreneur and chef Tan Wee Yang, Singaporean fashion designer Amos Ananda Yeo, Korean chefs Kim Jae Eun & Heo Yun Hee from Seoul Truck and Park Chang Sung & Gregory Etheart from Bacon Realism, Korean visual artists Mina Kwon and Jeeyoung Lee, and Yimsamer, a group of light & technology experiental designers from Thailand.

 

“Tiger Roar plays with the words ‘roar’ and ‘raw’ and is the first global event of Tiger Beer, which is Singaporean in origin but positioned firmly in Asia. This event is designed to bring together talents from several countries around the world who present Tiger’s personality. We chose South Korea as the venue as it is one of the leading countries in Asia in terms of fashion and technology. Yimsamer is perfect for the global stage of this campaign,” said Patcharachanok Sil-Udom, Tiger and Cheers marketing manager in Thailand.

 

“Tiger Beer’s target group in Thailand are young urbanites so we chose Yimsamer as our ambassador for this campaign to encourage the new generation in Asia to uncage their passion and present their unique talents with a roar. We think that Yimsamer’s works are different from others in the country, as their concept is the blending of art with technology. They are a group of lighting designers who specialise in events and installations and we felt we could stand out by presenting their work. The global team really liked it and wanted Yimsamer’s installation to be part of the shows put on by other talents onstage. So, Yimsamer doesn’t just only show its work but also supports other artists,” she explained before the Seoul event, adding that Tiger Thailand would be producing a documentary about Yimsamer’s “Uncaged” for its website.

 

And sure enough, Yimsamer’s 4.5-metre-high kinetic light installation was put in pride of place in the centre of the cultural complex for the brand’s “Uncaged Night” event. 

 

Built in three layers with 120 sets of LED strip lights, it featured an inner layer of strips softened by a piece of white cloth to give greater depth. The LED installation interacted with pitches from musicians on stage, underlining the collaborative nature of the event.

 

 

"This pillar is called ‘Tom Tom’,” said Kitsada Pisitsart, one of Yimsamer’s interior designers. “Our idea was to have a big pillar with LED strip lights around it that could be controlled. We used the computer to generate several pitches of traditional Thai musical instruments into a new form similar to klong yao or tom toms as a demonstration of our Thainess. This pillar consists of three layers of LED strip lights; each of them reacting to a different sound. It shows that music isn’t just only about the beat and melody but also depth. If you walk around it, you will see the different graphic images. Audience members who are standing in different corners of the hall will also see the different graphic images.

 

 Audience members who are seated in different corners of the hall will also see the different graphic images.
“Yimsamer believes in design with technology. We work closely with engineers to come up with our installations. We call ourselves the ‘texperience designer’, a short form of technology experience designer. Our interactive works move with people. And the name Yimsamer is taken from a name of a fishing boat,” Kitsada adds.

 

Plans are already well ahead for the next event in Tiger Beer’s upcoming initiatives. Those wishing to take part can sign up at www.TigerBeerRoar.com before December 10. Talents selected for Tiger Beer’s next big initiative in 2019 will be announced by the end of the year.

BOX

Candy for the eyes
Watch the shows at https://tinyurl.com/y8gzzp42, https://tinyurl.com/y8pujhj5