There was a time when wearing a UT shirt was something to be proud of. The designs on the shirts showcased classic cultures and personal identity. However, as other brands started producing graphic tees, wearing them became ordinary and lost its charm. We wanted to bring back the pride of wearing a UT tee and win back the hearts of customers. In Taiwan, there’s a group of die-hard UT fans, and we wanted to harness their passion and spread it to consumers all over the country. We invited singer Julia Wu, who also loves UT, along with UT fans from all over Taiwan, to create a stop-motion music video, reigniting the charm of UT. Julia Wu wrote the song “WITH UT,” with each lyric representing a classic culture. We designed a signature move for each culture, breaking them down into 1600 frames. Fans could choose a frame on the website, take a photo, and become part of the video. We then compiled all the photos, removed the backgrounds, and edited them into a stop-motion music video. Over 1,000 UT fans from Taiwan participated, and within three weeks of its release, the “WITH UT” video reached 3.7 million views.