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

Power, Comfort, Energy

Lycra Sport

 

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We created an informational spot to explain Lycra Sport’s PCE (Power, Comfort, Energy) index and showcase the brand’s innovative fabrics.

The PCE index is used across unisex garments to provide users with a second-skin fit and superior performance when engaging in a wide range of athletic movements and exercises. The spot also serves as a directory for consumers to choose products that best suit their needs.

The final output was used on digital media throughout Greater China and in-stores globally.


我们为LYCRA® SPORT (莱卡®运动) PCE (力度,舒适度,能量) 三维性能指标创作了一条视频短片,并借此阐述其先进的面料科技。

PCE指标适用于男女运动服装,为用户在广泛的运动和锻炼中提供贴合皮肤的体验和卓越的性能。该短片也被作为购物指南,让消费者通过对面料科技的深入了解选择出最适合自己的产品。

这条视频短片被广泛运用于全球店铺及数字媒体传播。