NY Digital Awards -  Gold

2025

Let it Grow

Entrant Company

Yachan Yuan

Category

Video / Online Video - Art & Experimental

Client's Name

Country / Region

United States

Let it Grow draws inspiration from a profound connection with the Nordic natural environment, particularly the Sami myth of the "Fire of the Fox" — a folk tale surrounding the Northern Lights. In Finland, the aurora borealis is called "Revontulet," which translates to "Fox's Fire." The myth tells the story of a mystical fox running through the snow, its tail sweeping across the snow and sending sparkling flakes into the cold, serene air, which then form the dazzling aurora. This myth reflects the Finnish reverence for nature and the cycle of life itself.

Sami people believe that animals and souls have emotions and consciousness and that both animals and souls possess ways to act and communicate with the entire environment. With such beliefs, living in harmony with nature has formed the initial conception of the Sami world and foster Sami people's deep respect and a humble attitude towards nature, allowing people to see themselves as parts of nature.

Let it Grow explores the cyclical nature of life, movement, and energy. The circular imagery represents the continuous flow and repetition of nature's rhythms, mirroring the aurora’s eternal dance across the sky. The combination of sound, light, and space creates a tranquil, enveloping atmosphere, inviting reflection on the wholeness and continuity of life.

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