Abercrombie & Fitch



We created a campaign for Abercrombie & Fitch titled FACE YOUR FIERCE, featuring Chinese pop star and motorcycle racer Wang Yibo.

Outside influences, others’ opinions, societal labels—none of these is a reason not to live life to the fullest. Being young means taking risks and chasing dreams. But too many young people today, faced with a challenge or trying something new, are paralyzed by fear. They second-guess themselves and don’t realize what they’re capable of.

Others, like Wang Yibo, know that the future belongs to the fearless. He’s at top of his game in music and motorcycle racing, but he isn’t afraid of stepping into unfamiliar terrain, like skateboarding. He may be a novice, but he doesn’t let that stop him, and after every scrape and spill, Yibo just dusts himself off and tries again. He tunes out the naysayers who tell him to stick to what he knows, because for him, the challenge is the allure: failure is just a pitstop on the road to success. His story inspires kids to be to their fullest selves, overcome self-doubt, try new things, and ignore the critics.

“天生无束”是我们为 Abercrombie & Fitch 创设的广告案例,由中国流行歌星和摩托手王一博代言。



Campaign Teaser