PX Mart’s Ghost Festival commercial has long been regarded as one of Taiwan’s most influential ads each year. This year, for the very first time, rising MV directors ALX112 and AUTOTUNA were invited to take the helm of its visual storytelling. The camera swiftly weaves through the alleys of a traditional sanheyuan courtyard house, and a closer look reveals the directors’ rich infusion of folk rituals and uniquely Taiwanese cultural details.

The character portrayals are equally intriguing—an elder fanning themselves in the sweltering summer, a cousin showing off his modified motorbike, a younger sister forced to jump rope in hopes of growing taller. These unvarnished depictions of everyday figures lend the film a sense of playful familiarity. Ghost Festival culture hides like Easter eggs throughout the imagery: a puppet stage enacting the Lantern Uprising ritual, offerings meticulously arranged with deep folk symbolism—together affirming the idea that “the more local, the more global.”