Tag Archives: celebrity

溯 · 造新生

Onitsuka Tiger

CAMPAIGN OVERVIEW: We created a seasonal campaign for Onitsuka Tiger featuring popstar and actress Chris Lee (Li Yuchun). The campaign concept, 溯 · 造新生, storytells around the brand’s iconic, retro heritage and stresses the inherent virtue of progress and innovation: how the past informs the future. Each month of the campaign builds on the “溯 · 造“ storyline with different interpretations of creating “new from the old”; how tradition and legacy pave the way for what lies ahead.

The campaign ran throughout Greater China across all media.


CAMPAIGN OVERVIEW: We created a seasonal campaign for Onitsuka Tiger featuring popstar and actress Chris Lee (Li Yuchun). The campaign concept, 溯 · 造新生, storytells around the brand’s iconic, retro heritage and stresses the inherent virtue of progress and innovation: how the past informs the future. Each month of the campaign builds on the “溯 · 造“ storyline with different interpretations of creating “new from the old”; how tradition and legacy pave the way for what lies ahead.

The campaign ran throughout Greater China across all media.


January / 溯 · 造新生

 

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The January campaign visually re-interprets the classic Opening Ceremony country flags from the most iconic Olympic Games of all time – Mexico 1968. Chris Lee embodies the essence of the Onitsuka Tiger brand heritage with a message to consumers to re-envision the classics in order to find the best in themselves.


The January campaign visually re-interprets the classic Opening Ceremony country flags from the most iconic Olympic Games of all time – Mexico 1968. Chris Lee embodies the essence of the Onitsuka Tiger brand heritage with a message to consumers to re-envision the classics in order to find the best in themselves.


February / 溯 · 造新范

The February campaign redefines style with ultra-modern visuals and high fashion sensibilities. Chris Lee inspires consumers to discover the true meaning of fashion – to not be a slave toward trends, and to constantly re-invent themselves with confidence, attitude, and freedom of expression.


The February campaign redefines style with ultra-modern visuals and high fashion sensibilities. Chris Lee inspires consumers to discover the true meaning of fashion – to not be a slave toward trends, and to constantly re-invent themselves with confidence, attitude, and freedom of expression.


March / 溯 · 造新样

 

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The March campaign re-defines cool with throwback visuals inspired by vintage 70’s and 80’s Americana. Chris Lee takes consumers on a journey back into time to discover the true and time-tested essence of “retro.”


The March campaign re-defines cool with throwback visuals inspired by vintage 70’s and 80’s Americana. Chris Lee takes consumers on a journey back into time to discover the true and time-tested essence of “retro.”


April / 溯 · 造新趣

The April campaign is inspired by endless poolside vibes under sun-drenched skies. Chris Lee delivers a message to consumers to shake off the dust of winter by reinventing themselves with unforgettable fun times as summer approaches.


The April campaign is inspired by endless poolside vibes under sun-drenched skies. Chris Lee delivers a message to consumers to shake off the dust of winter by reinventing themselves with unforgettable fun times as summer approaches.


May / 溯 · 造新凡

 

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The May campaign is inspired by modern minimalist Japanese design. Chris Lee reminds consumers to embrace “less is more” ethos and that simplicity is the key to discovering extraordinary within the ordinary.


The May campaign is inspired by modern minimalist Japanese design. Chris Lee reminds consumers to embrace “less is more” ethos and that simplicity is the key to discovering extraordinary within the ordinary.


June / M66 SD

90/10

adidas

 

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To support the release of the newest addition to adidas Athletics’ high-end luxe outerwear line, Z.N.E, we explored the brand’s 90/10 concept (90% mental focus, 10% everything else) in a short film series.

The films feature Ningze Tao, a gold medal winner and Olympian swimmer; Hui Ruqi, the captain of the China women’s national volleyball team; Eddie Peng, a renowned actor and fitness buff; and Janine Chang, a celebrated actress and running enthusiast.

The series looks at how to deal with everyday distractions in order to find complete focus in preparing for our next endeavor (on or off the field).

Using premium fabrics suitable for both spring and summer, the new Z.N.E. jacket is designed with pre-game comfort in mind. Inside the hood, a sewn mantra reminds athletes to maintain a constant state of focus.


我们为阿迪达斯“运动型格系列”的高端户外新品Z.N.E发布,创作了一系列挖掘品牌90/10概念(90%的全心投入加10%的无限可能性)的短片。

我们与宁泽涛(游泳运动员),惠若琪(排球运动员),彭于晏(演员/运动狂热份子)和张钧甯(演员/跑者)共同合作完成该系列短片。

短片中,镜头跟随着四位主角,看他们如何在赛场内外对抗干扰,做到全神专注地投入。

新款Z.N.E 90/10连帽外套采用适合春夏穿着的高端舒适面料,为轻松备战而设计。更在连帽内侧植入专注箴言以激励运动员保持专注状态。

 

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“Summer Attack” w/ Lu Han

Puma

 

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We created a video lookbook with Chinese popstar Lu Han to support key “Summer Attack” footwear and apparel for Puma’s Spring / Summer campaign.


我们为Puma品牌的“夏日晗风”服装及鞋款系列创作了一条与国内知名艺人鹿晗合作完成的春夏季产品的展示短片。

 

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#SongStyle / Your Every Occasion

ESPRIT

 

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Staying true to yourself and your sense of style can be tough in our busy lives. There’s work, there’s home, there’s nightlife, there’s ‘weekend casual,’ there’s on the street, in the park, and everything in-between. These different places and occasions present us with too much to think about when it comes to our daily looks.

We collaborated with ESPRIT and Korean A-List Actor Song Hye Kyo to create a FW campaign to inspire everyone’s daily style. In a journey through her ‘every occasion,’ Song shares with us #SongStyle and how she puts together looks for the many occasions life presents us.

The print campaign (shot by Zo Sun Hi) is coupled with a series of fun, animated GIFs and stereographs showcasing seasonal products, as well as a campaign mini-site.


在忙碌的日常生活中要时刻保持真我展现个人品味实属不易。介于工作、居家、夜生活、周末休闲、逛街、游公园,以及这之中的一切,如何在这些场合搭配合适的着装总是消耗了过多我们的脑细胞。

我们与ESPRIT品牌以及韩国知名演员宋慧乔合作打造了一系列给予大家日常着装启发的秋冬季广告。通过她的“每一刻”着装搭配,宋慧乔与我们分享了#乔装十一刻 以及她是如何在不同场合塑造不同造型的。

该平面系列广告涵括了平面主视觉拍摄(由韩国摄影师Zo Sun Hi掌镜)、一系列有趣的动图、立体照片来展示该季产品,除此之外也在官网上有一个相关的活动页面。


Fall / Winter 2016 Knitwear Collection



Summer Campaign Lookbook

Levi's

We created a summer campaign lookbook for Levi’s mens line. The campaign features celebrity brand ambassadors Gao Yunxiang (actor) and Yang Zongwei (songwriter / pop star). The imagery tells a story of classic Americana aesthetics while showcasing seasonal denim looks. The campaign was shot on location in Shanghai by agency creative director Adam Schokora.


我们为Levi’s品牌的男装系列拍摄了夏季产品目录,这些平面照片不仅展现了品牌合作艺人演员高云翔和流行歌手杨宗纬的独特个性,也在表现新季度牛仔设计的同时呈现了经典的美式风。该系列平面摄影由本机构创意总监Adam Schokora掌镜并于上海完成拍摄。


“Turn It On” w/ Liu Wen

Puma

 

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We created :45 and :15 second commercials for Puma featuring international supermodel and actress Liu Wen. The film was part of the launch of Liu Wen’s brand ambassadorship for Puma in Asia. While treading in her Ignite Disc footwear, the spot tells the story of Liu Wen’s everyday “Turn It On” moments and gives us an inside look at the rigorous training and running routines required to maintain her world-class runway glamour. Forever Faster!


我们为Puma品牌创作了45秒版和15秒版的短片以呈现国际超模女星刘雯的真实风范,该片也完美揭开了刘雯成为其品牌最新亚洲代言人的序幕。作品讲述了刘雯在其日常生活中脚踩Ignite Disc跑鞋的“Turn It On”时刻,并揭示了世界级超模为保持其在梯台上的完美状态是如何在背后严格坚持训练及常规运动的。Forever Faster!

 

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Behind the Scenes

 

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Like Father, Like Son

Levi's

 

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We created a digital campaign for Levi’s featuring singer / songwriter Chen Chusheng and his son.

The campaign helped launch Levi’s new online children’s store on e-commerce platform T-Mall via the promotion of a seasonal line of products designed for father-and-son wear.


我们为Levi’s创作了一条讲述音乐唱作人陈楚生和他“儿子”的网络宣传短片。

该片在为Levi’s童装天猫旗舰店的全新上线做推广的同时,也展示了当季的父子装产品线。

ZX Flux Campaign Spots

adidas Originals

 

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We created :30 and :15 second campaign spots for adidas Originals’ ZX Flux collection. The spots tell a visual story of infinite possibilities and limitless future, positioning ZX Flux footwear as the essence of modernity and the modern look.

The spots feature celebrity brand ambassadors Deng Chao, Eason Chan, Wu Yifan, and Fan Bingbing and were leveraged digitally, in-store, and throughout the Beijing / Shanghai / Guangzhou metro. The Metro placement was as a stop-motion execution that interacts with viewers as a result of the train’s forward motion. The video below shows the final result.


我们为adidas Originals的ZX Flux系列创作了30秒版和15秒版的短片。短片一展具有摩登精髓和潮流外观的ZX Flux鞋款的无限可能及无尽未来。

在该短片中,以品牌代言人邓超、陈奕迅、吴亦凡和范冰冰的形象还原品牌的时尚精神。该片被广泛运用于其全国零售店铺、网络和北上广的地铁移动广告位,其中地铁移动广告位以定格连续画面的形式通过列车高速运动带给车内乘客连贯画面的观感体验,以下短片则是最终效果。

 

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adidas Originals ZX Flux 2016 – Metro Stop-Motion Execution

 

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