Studio Behind 90 partnered with the Taiwan Tourism Administration to deliver a vibrant, high-energy visual ecosystem for the “Jom Taiwan” campaign.
Initially, the project engaged Lai as the main artist to illustrate a custom key visual specifically for a mass rapid transit (MRT) train wrap. However, the success and scalability of the initial concept prompted the client to expand the project scope significantly.
The final deliverables scaled seamlessly across massive public billboards, extensive train station wall advertisements, and high-profile experiential event launches.
Cultural Narrative and Themes
The conceptual core of the illustration system was to highlight the multi-layered fun of traveling in Taiwan, capturing both its famous cultural landmarks and its lesser-known gems. Lai focused on building a rich narrative across several distinct thematic pillars:
The Red Alishan Train and Railway Culture
As a dedicated train enthusiast himself, Lai wanted to spotlight Taiwan’s unique and historic railway culture. He integrated the iconic red Alishan forest railway train into the prominent visual layouts, a creative choice that resonated strongly with the client and added an authentic, passionate touch to the travel story.
Night Market Vibrancy
The artwork captures the bustling energy of Taiwanese night markets, using rich color palettes to represent street food stalls, local interaction, and the lively evening atmosphere.
Under-Represented Water Activities:
Moving beyond predictable tourism imagery, the visual system explicitly showcases Taiwan’s diverse water sports and coastal activities, bringing attention to an exciting side of the island that is often under-represented to international travellers.
The Easter Egg Hunt
Adding a personal signature to the campaign, Lai secretly slotted his signature “Tiny Moving Place” van into the dense, detailed artwork. This hidden element creates an interactive layer for sharp-eyed viewers to discover within the large-scale public installations.
OUTCOME
Engineering an illustration system originally intended for a horizontal vehicle wrap to fit massive vertical billboards and complex architectural train station walls required strict structural logic.
Because the composition was built with modular focal points during the foundational planning stage, the visual equity remained completely intact as the campaign footprint grew.
The campaign achieved exceptional reach, gaining over 1.3 million impressions across all physical roadshows, billboards, and train wraps.
