The Spirit of the Artist

Thtorugh this campaign, we invite everyone to find and unleash their own creativity. Every artist’s spirit is brought to life through a unique visual representation, reflecting their artistic journey, enhancing the pursuit of individual perfection. 
We chose China and Korea to start this new journey, exploring the way artists create their own perfection, disrupting its conventional definition.  
As the Global Brand Ambassador for Korea and main artist of the campaign, we chose Simon Dominic, who has established his own authentic path and vision in the hip-hop scene, togehther with LipJ, who has swapped strictly choreographed routines for a freer style of dance that allows her to improvise more and connect to her emotions in that moment, and the artistic ying-yang pairing of Shindanbi and Liseok, that create their own balance made of opposites. 
As the Global Brand Ambassador for China and main artist of the campaign, we chose William Chan,  a multidimensional artist spanning acting and singing, representing a true-to-self creative soul constantly looking for authentic self-expression while breaking boundaries within the world of arts, together with Korean Hip-hop Artist Simon Dominic has established his own authentic path and vision in the hip-hop scene and Xie Xin, that uses dance as a form of communication with herself, where dancing is not only about body movement, but about telling a story from within. Furthermore, blurring the lines between East and West in Chinese cuisine, DeAille Tam’s fusion background is purely reflected in her art and Bike, who started with traditional wall graffiti, later evolved her art form into a mixed media urban approach, using burns, stencils, patchworks, and tearing, creating pieces of art that are disruptive and perfectly imperfect.  
Different talents exploring all shades of the artistic world, going beyond expectations to create something new and give life to change. This is what The Spirit of the Artist is about. This is what Golden Goose stands for. Craft your own perfection.