FIERCE IS YOU / 天生无束

Abercrombie & Fitch

As an extension of Abercrombie & Fitch’s S/S 2019 “Face Your Fierce” campaign, we collaborated again with Chinese pop star and motorcycle racer Wang Yibo to create the brand’s F/W 2019 “Fierce Is You” campaign.

Outside influences, others’ opinions, societal labels—none of these are reasons 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 fierce and fearless. He’s at the 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 telling 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 young people to be to their fullest selves and tap into their fierceness as a way to overcome self-doubt, try new things, and ignore the critics.

For the F/W 2019 campaign, we “head home for the holidays” with Wang Yibo in a cozy, seasonal-inspired shoot at his home while he shares his thoughts on what “Fierce Is You” means and gives us a preview of his exclusive “A&F x Wang Yibo” capsule collection.

The campaign ran in nationwide online / offline media, retail outlets, e-commerce platforms, and select brand events.


我们延续了Abercrombie & Fitch 2019春夏季系列#Face Your Fierce 天生无束# 的主题进行了品牌秋冬季系列一系列的中国市场推广,同时通过平面硬广及视频短片的形式来深化该主题,使其适用于中国市场线下与线上市场的传播推广需求。

外界的论点,大众的眼光,社会的标签——这些都不应是束缚自己的理由。年轻,意味着冒险和追逐梦想。但当下有太多年轻人,在面对挑战或尝试新事物的时候,会被恐惧所支配。只有当他们回看的时候才会意识到自己的能力。

也有人像王一博一样,他们知道未来属于无所畏惧的人。他在音乐和摩托车赛车中已经处于顶级位置,但他依旧会尝试更新的领域——比如滑板。即便他是个新手,也没有什么可以阻止他的步伐,刮擦和摔倒后,他会站起身再来一次。他让所有的质疑者刮目相看,因为对他来说,挑战本身就是最大的吸引力:失败只是通往成功之路上的一块垫脚石。他的故事激励新生代充分发挥自己,摒弃自我怀疑、尝试新事物,忽略那些指指点点的看客。

此次2019秋冬系列,我们与艺人王一博一同以“悠享假日”为主题拍摄了节日气氛的视觉平面与视频,充分展示了他对于品牌节日系列服饰及#FIERCE IS YOU 天生无束#主题的理解,并与品牌联名合作推出“A&F x Wang Yibo”系列。

该套物料内容被广泛应用于线上社交媒体,天猫,品牌店铺及线下活动。


Campaign Videos

 

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Key Visuals

Toy Story 4

Disney

 

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In support of Toy Story 4’s China release, we designed a fun, interactive WeChat H5 game themed around a road trip, similar to the movie plot.

To build hype ahead of the release, the game features five characters from the film. The game begins with players choosing a character that best fits them. On the ‘character selection’ screen, descriptions of each toy’s personality and motives give fans a sneak peak of what to expect from the forthcoming movie. After choosing a character, players can then share a character poster on their WeChat circle and invite friends to help assemble a full five-person team. Players can also accept a friend’s invitation to join an existing team.

Those who’ve successfully assembled full five-man teams were entered into a raffle for a chance to win a Toy Story-themed vacation getaway.


为配合迪士尼影业的《玩具总动员4》在国内上映的宣传,我们为其设计了一款微信H5小游戏,并巧妙的将电影主题元素充分融入进了整个公路旅行小游戏中。

在这款主题为公路旅行的游戏中共展示五个电影中的玩具形象并介绍了其性格,让用户可以提前了解新角色的性格,并对电影产生更多期待。参与的用户将通过自建团队或接受邀请的方式与自己的玩伴一起组成5人团队。每位用户通过选择和自己的性格特点符合的玩具角色来参与游戏并进行分享。

成功组队的幸运团队有幸体验一次《玩具总动员4》专属旅行。

SHANGHAI TO CREATE

adidas

In support of adidas’ flagship store opening on Nanjing West Road in Shanghai, we designed a large-scale installation inside the main entrance. The installation, mounted on a pillar and surrounding walls, showcased Shanghai’s creative muscle while highlighting the brand values / DNA of athleticism and innovation.

For the wall installation, LED lights hidden within different cuts of stainless steel plates formed a surreal map of popular running routes along Shanghai’s Huangpu River.

On the pillar, Shanghainese slang communicating brand philosophies were wheat-pasted and stencil-painted on the surface, establishing a connection between local culture, the brand, and the new store.


为了配合阿迪达斯上海南京东路旗舰店的盛大开幕,我们为其店铺的主入口处设计了一块大型墙面装置及水泥柱装饰。整个装置旨在展现上海的创造力,并以此强调品牌运动及原创精神。让入店的顾客在第一时间感受到品牌的DNA。

整个墙面装置由四种不同的不锈钢材质切割组装而成,通过内嵌式的LED灯光的映衬呈现出一幅以上海黄浦江两岸的跑步路线为主题的抽象地图。

水泥柱通过Wheat-pasted的方式,巧妙地将一些与阿迪达斯品牌精神相契合的上海话呈现于柱体。让顾客在第一时间感受上旗舰店所在城市的文化冲击。