Tag Archives: creative agency

FACE YOUR FIERCE / 天生无束

Abercrombie & Fitch

 

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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。

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。

但还有另一批人,就像王一博,他们知道未来属于无所畏惧的人。王一博在音乐和摩托车比赛中名列前茅,但他并不害怕踏入不熟悉的领域——比如滑板。在这个领域他是个新手,可什么都不能阻止他的步伐,每一次刮擦和跌倒后,王一博拍一拍身上的尘土,就从头再来。他让所有的反对者都刮目相看,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,克服自我怀疑、尝试新事物,忽略那些指指点点的看客。


Campaign Teaser

 

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I_5923 / Retro x Modern

adidas Originals

 

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We created a spot for adidas Originals’ I_5923 (previously known as Iniki) sneaker line. The piece celebrates Iniki’s hybrid of past and present DNA by boldly presenting a visual clash between retro 70s styling and modern footwear technology (Boost). The piece positions Iniki at the intersection of culture and style, highlighting a pure symbiosis of authentic form and modern functionality.


我们为阿迪达斯的三叶草I_5923系列(原Iniki)创作了一条宣传短片。该片大胆采用了复古的70年代风和现代鞋类科技(Boost技术)进行视觉冲撞,以此体现lniki过去与现在所续DNA,从而突显出Inik本身所代表的文化与风格定位,强调了其原型和当代功能性的结合。

 

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Selected Scenes

Wild Like Us / 野如我们

Beats By Dre

We created the Chinese New Year campaign for Beats By Dre to celebrate the Year of the Pig.

The traditional zodiac characterization of the pig stands in stark contrast to the youth of China today.

A pig is cute, lazy, kept in a pen, simple, docile…it is prey. China’s youth certainly aren’t pigs.

For this campaign, we told the story of this bold generation not via the pig, but rather via the boar…the pig’s renegade cousin. A boar is full of energy, proactive, free, untamed, brave, fierce, ambitious. It is a predator; it is wild!

The 野如我们 (WILD LIKE US) tagline we developed for the campaign riffs on the 野 character (which means “wild”) in the Chinese word for boar (“野猪”) which literally translates to “wild pig”.

野如我们 “WILD LIKE US” celebrates China’s young generation; a generation bravely moving creative culture forward, fearlessly expressing itself, and, simply put, hell bent on living a wild, carefree lifestyle. For those who aren’t already on board, the campaign was a call to action to join the movement.


为了庆祝2019中国新年的到来,我们为Beats By Dre品牌创作了猪年迎新主题创意内容。

当下的中国年轻人与传统生肖中猪的形象大相径庭。

“猪”给人的概念总是可爱的,被动的,简单的,温顺的。它们被圈养,是猎物。而中国年轻人并非如此。

这次我们希望通过对比“家猪”和“野猪”来讲述一个大胆的新一代的“野”性故事。“野猪”是狂野的,主动的,自由的,勇敢的。它们能量满满,雄心勃勃,是捕猎者。

“野如我们”从“野”出发,阐述展现了“野猪”的特性。

通过“野如我们”这一主题概念,我们将这一群新不走寻常路的新兴人类推至聚光灯下,将他们大胆推动文化前进,无畏表达自我,无所顾虑的“野性”特质展现出来。


Product Design

To support the campaign, we designed a Special Edition Beats Solo3 Wireless product.

The product features an obscured boar head created with clean, abstract, modern line-art. The boar head presents a fierce, brave expression that captures the attitude and outlook of today’s young generation. The white and grey colorway was chosen to be anything but the expected reds associated with Chinese New Year. The gold hits are a nod to holiday wishes of good fortune and prosperity.

We also designed the retail packaging for the product, as well as a special, limited-edition VIP packaging set.

The product is available online and in-store throughout Asia.


我们也为这次的主题内容设计了Beats Solo3特别限量版耳机。

产品侧身以简练,抽象并富现代感线条构成野猪头的形象。野猪头表达了一种无畏勇敢的精神,捕捉了当今年轻一代的态度。以白与灰的色彩搭配替代中国新年惯用的传统红色,再加以象征财源广进的金色点缀使其与众不同。

我们还同时为该产品设计了零售店版包装,及限量版VIP包装。

该款产品已在官网发售,也可在亚太地区的店铺内购买。


Retail Packaging Design


Limited-Edition VIP Packaging Design


 

Marketing Campaign

 

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To bring the campaign alive, we developed video and photo storytelling assets featuring A-list celebrity / Chinese rapper / brand ambassador Kris Wu, and a cast of emerging creatives, athletes, and cultural influencers, such as musicians Gao Jiafeng, Gouachi (a.k.a. DJ Tina), rapper Zhuo Zhuo; fashion designer and vlogger Xiao Pihai; skateboarder Yang Xihuan; basketball star Zhang Ning; b-boy A Suan; and visual artist Rainbo.

The videos were directed by breakout talents BRTHR, with support from production partners Serial Pictures and Gungho Films.

The key visuals were shot by internationally renowned photographer Jeremy Deputat.

On-set photography was captured by David Yan.

The campaign ran in all media throughout greater China.


为了更生动地展现该主题,我们也创作了视频短片及平面主视觉广告片,并由一线明星/说唱歌手及品牌代言人吴亦凡领衔,汇集一波新兴的创意人,运动员及文创意见领袖共同演绎。其中包括:音乐制作人高嘉丰,DJ Gouachi,新生代说唱歌手卓卓,潮流达人及vlogger小屁孩,滑手杨浠镮,篮球运动员张宁,B-boy阿酸,以及视觉艺术家Rainbo

我们与才华横溢的导演组合BRTHR及制作公司Serial PicturesGungho Films共同合作完成视频短片的拍摄。

平面主视觉广告片由国际知名摄影师Jeremy Deputat掌镜。

现场摄影师为David Yan。

所有产出的创意内容在大中华区全媒体使用。

Campaign Spot (30 Seconds)

 

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Campaign Spot (15 Seconds)

 

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Print Campaign

For the print campaign, we worked with internationally renowned photographer
Jeremy Deputat
to create a series of key visuals.

The print campaign was released in the brand’s digital channels, brand stores, and high traffic out-of-home locations in major Chinese cities.


我们与世界知名摄影师Jeremy Deputat合作拍摄了一系列平面主视觉。

这套主视觉发布于品牌的线上媒体平台,品牌线下店铺,以及中国主要城市的高人流量户外场所。


 

Out-Of-Home

 

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Brand Launch

Yo! Tea / 唷! 茶

 

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We launched a new experimental brand for Coca Cola called Yo! Tea (唷! 茶). The flavored-tea brand embodies the free spirited attitudes of China’s post-90 & 00’s generation and riffs on the recent explosion of street / hip-hop culture throughout Greater China.

Our work for Yo! Tea is ongoing as the brand tests the market and continues to grow, but to date, deliverables have focused mainly on packaging design, copywriting, OOH and POS key visual advertisements, as well as a variety of internal strategy and branding efforts.


我们为可口可乐品牌全新推出的实验品牌 – 唷! 茶的上市提供了全方位创意支持。近两年该多风味茶饮料在大中华区以嘻哈街头风为卖点以表达中国90后00后的新生代大学生放飞自我、无拘无束的自由精神。

在品牌初期上市和扩张期,我们为唷! 茶的创意内容产出尚在不断增加,迄今为止,我们主要负责其全线产品包装设计、文案创作、户外广告、门店主视觉硬广以及各种内部策略推广物料。


 

 

KEY VISUALS

新年,认识 “新” 女性

ESPRIT

 

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Chinese New Year is a season ripe with possibilities and perspectives. We celebrated these with a campaign for ESPRIT featuring actress Zhou Dongyu that showcases a new generation of women and a new concept of femininity in China (“新“ 女性).

ESPRIT & Zhou Dongyu work together to champion “新“ 女性, a movement inspiring women to pursue their purpose, passion, and lifestyle with confidence, regardless of what’s expected of them.

The campaign was promoted via a collaboration with video platform Douyin(known for its fun dance skits), where target consumers were engaged to share short clips about how they are redefining themselves and empowering their “new woman” in the new year (dance moves optional, but encouraged!)

We also created a print campaign of seasonal looks with Zhou Dongyu.


更多可能和更新的视角随着中国新年的到来而展开。我们借此为ESPRIT创作一组由演员周冬雨诠释新时代女性的名为“新“ 女性的宣传内容。

ESPRIT与周冬雨合作联合发起了一场号召女性要自信热情,大胆逐梦,并活出自我的“新”女性活动。

在该宣传内容期间,我们通过以分享有趣舞蹈而著称的短视频软件平台 – “抖音”进行视频内容的投放合作,呼吁消费者分享她们在新的一年想要成为哪种“新”女性的故事及美好夙愿。

我们也同时为品牌合作艺人- 周冬雨创作了一组当季产品的宣传平面广告。

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.”

 

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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


July / 由然而生

 

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August / 立场=主场


September / 溯造新生


October / 无需界定

 

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November / 镜显流行


11·11 / 特立独型

Seasonal Campaigns

Coca Cola

We recently created a variety of print campaigns for Coca Cola featuring pop-star and actor Luhan. The work showcased here was for the brand’s summer campaign, Ginger-flavored “Bring Out The Heat / 热火起来” promotion, and a limited-edition “Deer Antler” bottle design (a playful pun on Luhan’s surname, which means “deer” in English).

The print campaigns were featured in print media, OOH, and point-of-sale executions throughout Greater China.

Campaign photographer was agency founder and creative director Adam J. Schokora.


We recently created a variety of print campaigns for Coca Cola featuring pop-star and actor Luhan. The work showcased here was for the brand’s summer campaign, Ginger-flavored “Bring Out The Heat / 热火起来” promotion, and a limited-edition “Deer Antler” bottle design (a playful pun on Luhan’s surname, which means “deer” in English).

The print campaigns were featured in print media, OOH, and point-of-sale executions throughout Greater China.

Campaign photographer was agency founder and creative director Adam J. Schokora.



A Tenacious Spirit

Skullcandy

 

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To mark the launch of Skullcandy‘s wireless Push™ earphones, we teamed up with the brand to present a series of stories celebrating those in the creative community who push themselves to the limit and break boundaries.

In the first story of the series, we caught up with professional skateboarder Wang Di to chat about skating, perseverance, and the meaning of courage.


为庆祝蓝牙无线耳机 Push™ 的重磅推出,Skullcandy 与 Neocha正式携手合作,为你带来几位艺术家、运动员和音乐人,打破极限,自我出声的故事。

作为我们的专题人物的第一位,我们有幸请到了职业滑手王玓,请他与我们聊一聊关于滑板背后的故事,以及他对滑板与“Pushing Limits”的理解。

“The spirit of skateboarding is courage plus perseverance.”

 

滑板精神等于勇气加永不言弃。

Every skater has a stubborn, tenacious side. From popping ollies on the street to landing tricks on ramps and rails, learning to skate takes perseverance. For professional skateboarder Wang Di, the constant challenge is part of the sport’s allure. “Pushing limits is the only way to become one of the best,” he says. “I don’t give up easily. If I can’t figure something out today, I’ll push myself tomorrow.”

Born in 1995, Wang’s already been skating for over a decade. While his former classmates are stuck in the rat race, slaving away in front of a computer, he’s making a name for himself as a professional athlete. He owes his success to his refusal to give in, no matter how tired or frustrated he gets. “Skateboarding takes courage,” he says. “You have to be willing to challenge everything, you can’t back down.”


每个滑板人都有他固执、执着的一面。从在街上不断蹦跳到在坡道和铁轨上尝试技巧,玩滑板太需要坚持不懈的品质了。对于职业滑板运动员王玓来说,不断挑战这一切,正是这项运动诱人之处。

生于 1995 年的王玓,现在已经有十多年滑龄了。在他的同学们按部就班地读书、应聘、工作,走着规划好的人生路时,他却让自己的名字成为了滑板界的一道风采。王玓的成功归功于无论遭遇了多少疲惫或沮丧他都拒绝屈服。 “滑板它需要的就是你的勇气。”他说,“你要敢于挑战这一切,不要缩。”

“I don’t give up easily. If I can’t figure something out today, I’ll push myself tomorrow.”

 

“突破界限才能成为佼佼者。我是不会心甘情愿放弃的,今天做不出来,明天也要拼出来!”

Wang learned perseverance from his father, who gave him his first board at age 12. When his son showed a talent for skating, he encouraged him to follow his passion as far as he could—and then keep going. Before long, Wang was taking home prizes at competitions.

Back in school, whenever a skateboarding event fell on a weekday, his family let him take time off to compete. “The longest I ever took off was a week. When I look back now, it’s hard to believe,” he says. “Compared to other parents of that generation, my dad was really open-minded. And he knows a lot about skateboarding—he started getting into it at the same time I did.” So when Wang announced he wanted to take the leap and skate professionally, his dad had his back.


王玓是从他父亲那里学会的坚持。也正是他父亲,在他 12 岁时送给了他人生第一块滑板。当王玓表现出滑板天赋时,父亲鼓励他尽可能地追随这爱好和激情——然后继续前进。不久之后,王玓就带回了在滑板比赛中赢得的奖品。

那时候王玓还在上学,但如果有滑板活动安排在周一到周五,他爸爸却允许他请假去外地比赛。我最长请过一个星期的假,现在想起来,我都觉得不可思议。王玓说,和其他同龄的父母比起来,我父亲特别开明。而且我爸其实还蛮了解滑板的,他也跟我一起开始了解滑板。”所以在王玓表明了他想继续当职业滑手的念头时,他的父亲亦表态支持。

“Pushing limits is the only way to become one of the best.”

 

“突破界限才能成为佼佼者。”

In China, skateboarding is still viewed with suspicion, and even finding a spot to skate is hard—you never know when you’ll be chased away by an overzealous security guard. So telling people you’re a professional skater raises more than a few eyebrows.

But thanks to the determination of skaters like Wang, things are changing. Skateboarding recently won Olympic recognition, and China will field a team in the 2020 Summer Games in Tokyo. Wang’s courage in defying convention has helped the sport go mainstream—though he puts it in much humbler terms. “The path was right for me,” he says. “All I wanted to do was focus on this one thing.”


在中国,滑板运动仍然不被看好,甚至找到滑板的地方也很难——你永远不知道什么时候你会被一个多管闲事的保安赶走。所以告诉别人你是一名职业滑手,引起的可不仅仅是别人的注意。

但得益于越来越多像王玓这样致力于滑板的选手们的努力,现在滑板运动为国际奥林匹克所认可,中国也将在 2020 年的东京奥运会组建一支专业滑板队。王玓敢于违抗先例的勇气,也帮助了这项运动的推广——尽管他以更加谦逊的方式表达了这一点。 “这条路很适合我,”他说, “就不要做别的了,就专注于一件事情。”

“All I wanted to do was focus on this one single thing.”

 

“就不要做别的了,就专注于一件事情。”

For Wang, doggedly training and daring to outperform the competition are at the sport’s heart. “The spirit of skateboarding is courage plus perseverance.” Mastering a new trick can take days or even months. Some take ten times as long as others. At its worst, it’s repetitive, tedious, and painful: you try the same trick over and over again, you keep falling on the unforgiving concrete. But diehard skaters keep getting up, bruised and bloodied, and hop back on their boards to try again. The feeling of finally landing that trick, says Wang, “is the rush of your life.”

Pushing limits doesn’t mean attempting flashy, dangerous maneuvers, he says. It means overcoming doubt. And the confidence and perseverance he’s gained on his board extend far beyond skating. “On my board, I don’t have a care in the world,” he says. “I feel there’s nothing I can’t do. Skating’s made me optimistic about life.”


对王玓来说,坚持训练并且敢于超越是滑板运动的核心。“滑板精神等于勇气加永不言弃。”一个动作的训练,很可能要花上几天到几月的时间,有时甚至要付出的十倍于别人的努力才能成功。最糟糕的是,这包含着重复、乏味、痛苦:你一遍遍地尝试同样的伎俩,又一次次摔倒在无情的混凝土上。但是顽强的滑手会不断站起来,带着淤青和血丝,然后继续跳上他们的板上再试一次。最终成功落地的感觉,王玓说,“就感觉人生达到了高潮。”

对他来说,挑战界限并不意味着拼命,也不意味着太过冒险。

王玓从滑板中汲取而来的坚韧和自信,早已超越了这项运动本身,融为了他生活的一部分。我在板上就没有烦恼的事情。王玓说,所有事情都觉得可以自己来解决的。滑板让我对生活的看法变得乐观。”

“Skateboarding takes courage. You have to be willing to challenge everything, you can’t back down.”

 

“滑板它需要的就是你的勇气。你要敢于挑战这一切,不要缩。”

Courage, Strength, & Honor

Converse

In celebration of the Year of the Rooster, we developed an innovative HTML 5 WeChat game for Converse that incorporated the seasonal campaign’s core storytelling values: Courage, Strength, and Honor.

In the game, players actions help the Rooster King successfully navigate three different worlds to win back stolen feathers representing Courage, Strength, and Honor. The game content employs live-shot characters, origami paper-mache, and stop-motion animation to create surreal visual worlds for players to traverse in under two minutes while competing with friends to win a secret “fortune.” Styling of characters was done with seasonal Chinese New Year apparel line.

The overall game design showcases our ability to imagine and deliver an immersive world in which a target consumer engages in a memorable, seasonally-relevant brand experience.


为庆祝农历鸡年,我们为Converse打造了一款被应用于微信的H5游戏,在游戏的设计中我们融合了其当季产品的主题:勇,力,傲。

在这款游戏中,让玩家帮助鸡王在三个不同的空间中找回分别代表勇,力,傲的三根羽毛,游戏制作中结合了实拍人物形象,手工折纸和定格动画,以打造出一个虚拟的视觉空间,玩家有两分钟的时间来挑战游戏,同时会有赢得”神秘礼品”的机会。游戏中所出现的动画形象均身着当季产品。

整个游戏的设计展示了我们的想象力和创造力,也让品牌受众得到了一个身临其境的难忘体验。


HTML5 Game

 

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Shanghai Flagship Store Opening

ESPRIT

We created a window display and photo booth installation for ESPRIT’s Shanghai Flagship store launch party and opening period.

The campaign allowed consumers to express themselves by filling in personal statements directly on the glass of the photo booths with fluorescent markers. The booths themselves were colorful, James Turrrel-inspired, neon capsules designed to provide a fun vibe for photo taking.


我们为ESPRIT在上海长宁来福士的旗舰店开幕创作了一组橱窗设计及互动拍照装置。

该活动邀请消费者用荧光笔在互动拍照装置的透明表面写下代表自己的个性标语,霓虹胶囊式的创意拍照装置灵感来源于James Turrel,为人们提供一种别样的炫彩拍照体验。


Store Opening Event Party

 

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