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This is a film about:
Perception and taste, emotion and culture, material and thought.
“Li” (禮) is not merely a form—it is a sensitivity to relationships.
“Li” (理) is not just logic—it is a choice rooted in feeling and refined taste.
This film seeks to explore the layered textures of perception through a sensory-driven visual narrative, intertwining traditional cultural notions of Li (礼 – ritual/propriety) with a contemporary understanding of lifestyle aesthetics. At its core, this is a journey of perception, inviting the viewer to imagine the aesthetics and value choices behind the brand.
Creative Intent | From Ideal to Sensory Layers
This film is not an “explanation of what Li is,”
but rather a journey of feeling and insight.
The audience will be immersed in a rhythm of sensory impressions:
Shifting light and shadow, breathing materials, skin’s tactile response, emotional resonance.
Like the experience of opening a gift box, every detail becomes a vessel of brand value.
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