June is the big month for all the design students in Hong Kong, because it is the month for them to wrap up their best works and reveal their talents to the world in the graduation show. While all the students are competing against each other, so as all the design institute. For a show to win the spotlight from the media, a show, must be a show! In 2018, Hong Kong Design Institute (HKDI) was determined to shine through the crowd.

Earlier this year, our Creative Director, David Tse, was invited to participate an academic research on how the “Emotions work in an ad”, teaming up with the Advertising course leader, Eddie Lau. We came up with an interesting hypothesis: Emotions are actually generated like how color do, if mixing of three original color (RGB) will give all the colors in the world, mixing of three Original emotions will generate all the complex emotions in the world, too.