Tag Archives: creative

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

The Comfort Expert

Schick

China’s young pathfinders and future-makers know that personal achievement comes from having the confidence to get out of your comfort zone.

We created a launch campaign that positions SCHICK舒适 as, not just the comfort expert that it is, but also a partner to young men on their quests for success in modern China.

Campaign storytelling presents Schick舒适 as an indispensable, integral part of the morning routine for cast of characters representing a cross section of China’s GEN Z.

SCHICK’s incredibly comfortable, smooth, great-looking shave provides that extra boost of confidence at the start of the day to help guys get out the door and, more importantly, out of their comfort zones.


中国的年轻开拓者和未来创造者们知道个人成就来自于勇于跨出舒适圈。

我们与Schick舒适品牌合作开展了市场广告企划,将Schick舒适不仅定位为你的舒适专家,同时也是现代年轻人在成功道路上的合作伙伴。

广告视频故事讲述了Schick舒适作为现代年轻人晨起常规准备中必不可少的一部分,并侧面反应了中国90/00后的生活状态。

Schick产品令人难以置信的舒适、光滑与完美的剃须体验,能够在一天之始为你带来更多信心,帮助你摆脱困境,更重要的是,敢于跨出自己的舒适圈。


Campaign Spot (90 seconds)

 

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CAMPAIGN MANIFESTO

For 30 years, we’ve been busy in our laboratory researching and developing leading-edge innovations in shaving COMFORT.

COMFORT is at the heart of everything we do. It’s our DNA, it’s even in our name!

We ARE the COMFORT EXPERTS.

As you look in the mirror and decide who you want to be today…or tomorrow…or maybe in 10 years, we’re there with you every step of the way doing what we do best: delivering the most comfortable, smoothest shave possible.

We put you deep in your comfort zone at the start of your day, giving you the confidence to get out of it for the rest…because life begins at the end of your comfort zone.

So go and do something uncomfortable today…

Find new paths. Ponder new ideas.

Explore, discover, and experiment. Go on an adventure!

Stay curious. Embrace a little bit of the unknown.

Challenge yourself. Surprise yourself. Dare yourself. Scare yourself!

Conquer a fear. Take a risk. Chase a dream.

Make your most comfortable moments be with Schick 舒适, but don’t stay comfortable for long.

We’ve got your morning shave…you’ve got the rest!

Schick 舒适 — The Comfort Experts…..it’s in our name!


品牌宣言

一直以来我们专注于对「舒适」的研究,

由「舒适」而生,为剃须而制,

我们是「舒适」专家。

我总喜欢在起床后对着镜子想一下今天该做些什么,

以后又会成为怎样的自己,

不想再安于现状,就趁现在推自己一把,

及时跳出舒适圈挑战更多可能,

让「舒适」带给我舒适自信,

以舒适的姿态勇敢跨出圈,

在舒适圈外获得更丰富的人生,

认准的事儿,

就要义无反顾,

我会抓住那些一闪而过的灵感,

让想象力成为动力,

好玩的事儿一定无处不在,

再探索一下生活的更多可能性,

不断尝试,为改变迈出自己的一步

剃须的事交给「舒适」,剩下的就看你了!

真正的精彩从「舒适」 开始,但我的人生不止于舒适。

想做什么,就去做。

要「舒适」,不要圈。

「SCHICK 舒适」,恰如其名 , 你的舒适专家!

Campaign Spot (15 seconds)

 

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Campaign Spot – Still Frames


Campaign KVs


Campaign Product Shots

Audible Originals

Amazon

We are creating ongoing cover art for a new series of episodic “Audible Original” content developed as “cinema for your ears” for mainstream entertainment audiences who don’t regularly read books, so the objective was to create artwork that feels more like a movie poster than a book cover.

This series is available globally via the Audible app, but is marketed heavily to an Indian audience.


我们正在为新系列的“Audible Original”内容创作一系列的封面设计,这些内容意在打造成为“听觉电影”,适用于不定期阅读书籍的主流娱乐受众群体,因此目标是创作出一个与传统书籍封面相比更偏电影海报的设计。

该系列可通过Audible应用程序在全球范围预览,但更偏重印度市场。


BHOOTIYAPA / Cover Art

India’s scariest incidences are often witnessed by the most unexpected sources – the rickshaw drivers who work late at night, the factory workers, the delivery boys who travel far into India’s interiors, etc. This series recounts their most hair-raising real life tales, the strange phenomena, ghost sightings and supernatural incidences they’ve witnessed with their own eyes. Cinematic sound design allows listeners to travel the country with them, late at night, in the back seat of their car, in the back corner of a factory, as they retell these incredible tales. The series is narrated by the subjects themselves, a first-of-its-kind eye witness series meant to transform listeners’ evening commutes as they too wonder, what tales their own driver can tell.

For this cover artwork, we collaborated with Mumbai-based artist Aaron Pinto.


印度最可怕的事故常常从最出乎意料之外的渠道得到证实:深夜工作的人力车司机、工厂工人、印度国内的快递员……该系列讲述了他们现实生活中最令人毛骨悚然的故事以及奇怪的现象。他们亲眼目睹的鬼魂与超自然事件。如同影院般的音效将使你在他们讲述这些令人难以置信的故事同时也在深夜里与他们一起环游国家,仿佛置身于他们的汽车后座、工厂角落。该系列由事件者自己讲述,这是第一个目击者系列,旨在传递信息给到听众当他们在夜间通勤时,因为他们也很想知道自己的驾驶员会讲些什么。

我们与现居于孟买的艺术家Aaron Pinto合作完成了此封面设计。


SENTIMENTAL / Cover Art

This series removes the stigma from openly talking about mental health by two comedians who share their own mental health journey and guests on every episode (comedians, actors, experts, etc.) who are funny, honest and completely unashamed to talk about what’s been an otherwise taboo subject in India.

Mental Health is completely normal. Talk about how you’re feeling. Vent. Laugh with friends. Don’t feel ashamed to tell others how you feel.

For this cover artwork, we collaborated with Mumbai-based artist Priyanka Paul.


该系列消除了喜剧演员公开谈论心理健康的不便,将这个话题开诚布公地展现在听众面前。2位喜剧演员互相分享自己的心理健康历程,每集节目嘉宾(喜剧演员,演员,专家……)都以有趣、诚实且大胆的方式谈论在印度被禁忌的话题。

心理健康的注重和沟通是完全正常的。谈论你的感受。和朋友一起笑和发泄。大胆地告诉他人你的感受吧。

我们与现居于孟买的艺术家Priyanka Paul合作完成了此封面设计。


MINE AND YOURS / Cover Art

A fictional drama about hidden desires and unfulfilled lust in a relationship. This is the first completely uncensored romantic audio drama in India (featuring the first ever audio sex scene). “Yours” is cheating on her husband and has a secret she hasn’t told “Mine”. “Mine is hiding something from Yours too. As we listen – from first hookup to a full blown affair as we listen in hidden hotel rooms, dark corners and even in Paris – we, the audience, discover Mine and Yours are keeping a secret from us too. This is the 50 Shades (minus the chains and whips) of audio entertainment.


这是一部关于隐藏与未实现的欲望的虚构爱情故事。它也是印度第一个完全未经审查的浪漫音频剧(有史以来本土第一条以音频性爱场面为特色的剧)。“Yours”背叛了丈夫并藏有一个秘密,她没有告诉“Mine”。 “Mine”同时也对“Yours”有所隐瞒。我们可以聆听 – 如同我们在酒店的隐秘房间得知他们的第一次秘密见面,从黑暗的角落甚至到巴黎 – 我们作为听众们逐步发现Mine和Yours也对我们保有秘密。这是50度灰(除了手铐和手鞭)版的音频读物。


SPOT DADA / Cover Art

Every major Bollywood set is home to hundreds of spot boys and crew who are privy to the most intimate, unvarnished behind-the-scenes stories. Because they are invisible and their presence often ignored, they hold the secrets to the stars… until now. This is the saga of greed and glamour, power and passion, art and ambition and deceit & debauchery. One man for the last 40 years has seen it all. Manohar Patil -lovingly known as Spot Dada – someone who started as a spotboy when he was a mere lad and went on to become the wise old Banyan tree, a permanent fixture on those film sets that are worth the headlines.

This dramatized series, reveals their most salacious secrets from the sets. This series is fictional but inspired by the real confessions, secrets and stories of Bollywood crews.

For this cover artwork, we collaborated with Mumbai-based artist Ajinkya Bane.


宝莱坞的每一个主要场景都能找到数百名现场剧组剧务,这些人与剧组沟通最紧密,然而很多人却对他们朴素的幕后故事一无所知。因为他们是隐形的,而且他们是最容易被忽略的群体,所以他们将秘密隐藏深久……直至今日。这是一部贪婪与魅力,权力与激情,艺术与野心以及欺骗与放荡的传奇故事。在过去的40年中,只有一个人看到了这一切。Manohar Patil – 素有“Spot Dada”之称,当他还年轻的时候就开始做剧务,如今仿若一棵睿智的老榕树,穿梭于各个电影剧组的片场中。

此戏剧化展示的系列故事,揭示了他们在拍摄现场的最欺骗的秘密。该系列是虚构的,但灵感来自宝莱坞剧组的真实告白、秘密和日常故事。

我们与现居于孟买的艺术家Ajinkya Bane合作完成了此封面设计。


CUPID KANEEZ / Cover Art

In this series, improv comedian Kaneez Surka sets her best friends up on blind dates. This is comedy meets love connection meets an exploration of the highs, lows, and awesomely awkward adventures of dating.

This series is for listeners who are new to dating and find comedy in the hilariously ugly side of right swipes, hook ups, and awkward hellos.

For this cover artwork, we collaborated with Mumbai-based artist Priyanka Paul.


在这个系列中,即兴喜剧演员Kaneez Surka安排了她最好的朋友进行盲眼相亲。这是一部讲述在爱情中遇到高潮,低谷和约会的尴尬冒险探索的喜剧。

该系列是为初次约会的听众们打造的,他们可以通过此系列中的吸引、约会和尴尬打招呼中的尴尬与难看的一面发现喜剧搞笑元素。

我们与现居于孟买的艺术家Priyanka Paul合作完成了此封面设计。


GULLY SE GULLY TAK / Cover Art

India’s first audio music documentary. This series tells the stories of 20 of India’s best new upcoming hip-hop artists- from Prabh Deep, to Naezy, to Sez on the Beat, etc. These are the most exciting storytellers in music today. They bring the voice of the streets, the stories of the gullies where they grew up with them in the music they make. They’ve not yet hit mainstream stardom and they’re not out to get it. They want their voice and their message to be heard.

For this cover artwork, we collaborated with New York-based artist Nehal Josh.


印度的第一部音频音乐纪录片。 该系列讲述了印度时下最新的20位嘻哈歌手的故事-从Prabh Deep,到Naezy,再到Beat的Sez……在每一集中,歌手们都会通过一首他们创作的原创歌曲来讲述他们的生活。这些是当今音乐领域中最激动人心的故事主人公们。他们将街头的声音和与在他们成长的地方小巷所发生的故事融入进他们的音乐。他们尚未受到主流的关注与成功。他们希望他们的声音和传递的信息能够被大众所听到。

我们与现居住于纽约的艺术家Nehal Josh合作完成了此封面设计。


BE STUPID / Cover Art

In each episode, Vir Das and his guest reveal how stupid decisions in your career, your love life, your relationship with your parents…can change your life for the better.

The happiest, most successful people do stupid sh*t. Defy convention, break the rules – we’ve been taught to live by the rules. But no life worth living, or career worth having comes from a straight and narrow path. Give yourself the freedom to do stupid sh*t in your life and career because it may just be the best decision you’ve ever made.

For this cover artwork, we collaborated with New York-based artist Nehal Josh.


受此演讲启发,Vir Das和他的客人在每一集中都揭示了关于事业、爱情生活、与父母的关系中所做的愚蠢决定是如何可以使生活变得更好。

最幸福和最成功的人都会做愚蠢的事情。违反惯例,突破规则 – 我们一直被教导要遵守规则。但是,一条直线而狭窄的道路使得生活缺少意义,职业规划缺少乐趣。给予自己自由去做一些生活和事业上的蠢事,因为这可能是你做出的最佳决定。

我们与现居住于纽约的艺术家Nehal Josh合作完成了此封面设计。


AZAAD AWAAZ / Cover Art

India’s first post – “Section 377 Legislation” LGBTQIA audio series by Oscar-winning producer Guneet Monga and director Mozez Singh. The series features coming out stories, love stories, stories of the fight against 377 with the lawyers who helped dismantle it, and intimate interviews with celebrity allies such as Vicky Kaushal, Richa Chadda and Manish Arora. This series celebrates the triumph, joy and the struggle of the most essential human fight – the fight for the freedom to be who you are and to love who you love.

For this cover artwork, we collaborated with Mumbai-based artist Ajinkya Bane.


奥斯卡获奖制片人Guneet Monga和导演Mozez Singh在印度发布的第一个关于“第377条立法” LGBTQIA音频系列。该系列节目讲述了出轨、爱情、与协助律师一起抗争377条例的故事,以及此系列中也有与名人朋友如Vicky Kaushal,Richia Chadda和Manish Arora的亲密访谈。本系列庆祝人类史上最重要的斗争的胜利、喜悦和奋斗 – 为能够成为真正的自己与选择自己爱的人的权利自由而斗争。

我们与现居于孟买的艺术家Ajinkya Bane合作完成了此封面设计。


MERA MUSIC, MERA MANTRA / Cover Art

The biggest music artists in the country bring you a radically honest look at how they have hustled their way to the top and cracked the code of success. The 10 episode series is an unapologetic, raw look at their tryst with music and their winning formula that continues to drive them.

Immersive sound design, performance, music and writing make this a true movie of the mind that encourages listeners and dreamers to write their own destinies.

For this cover artwork, we collaborated with Berlin-based artist Archan Nair.


印度著名音乐艺术家们将一览无遗地展现他们如何走上成功之路并破解成功守则。该系列共10集讲述他们对音乐的渴望和其中不断推动他们前进成功的秘诀。

沉浸式的音效设计、表演、音乐与写作,使这个系列如同一部真正的心灵电影,鼓励听众们和梦想家们写下属于自己的命运。

我们与现居住于柏林的艺术家Archan Nair合作完成了此封面设计。


SWAMI HASYADEV MAHARAJ / Cover Art

Swami Hasyadev Maharaj is Vir Das’s spiritual alter ego, a sweet-talking guru who touts the miraculous power of laughter and offers disastrously misguided advice. He’s so convinced of his beliefs, and so endearingly out of his depth, that you might just wonder if he’s onto something. Starring Suresh Menon in his first series on Audible. 

For the cover artwork, we collaborated with Mumbai-based artist Ajinkya Bane.


Swami Hasyadev Maharaj 是 Vir Das 精神上的另一个自我。他是一位慈祥的宗师,相信笑声所带来的奇迹般的力量,并总能给出非常糟糕且不合常理的建议。Swami Hasyadev Maharaj 十分坚定地相信自己的信仰,而且表现出超出了他自己的深度的可爱,使听众情不自禁的开始相信他自己的那套糟糕又不合常理的建议。由演员苏雷什·梅农(Suresh Menon)配音,这是他在Audible上呈现的第一个系列。

我们与现居于孟买的艺术家Ajinkya Bane合作完成了此封面设计。


AGLA STATION INVESTIGATION / Cover Art

Agla Station Investigation is a true-crime parody series. Each episode features sergeant Aishwaryuh and two detectives investigating a new “crime”——such as a stolen office lunch or a doll that’s missing its head—that hardly warrants an investigation.

Under the leadership of Aishwaryuh, the two airheaded detectives of the petty crimes division—Aiyadaman and Chanaka—are quickly whipped into shape. Despite solving a record number of cases, the ambitious Aishwaryuh isn’t content with being stuck working small-time misdemeanors. She’s eager to move up the ranks and work homicide cases, which she eventually succeeds in doing.

Both victims and investigators in this series treat these humdrum occurrences with the seriousness of a gritty crime drama. Agla Station Investigation is an absurd sendup of a familiar genre.

For the cover artwork, we collaborated with Mumbai-based artist Priyanka Paul.


《阿格拉站的调查》是一个真实犯罪模仿秀的系列。每集讲述的都是由新来的探长和两名探员一起调查一个不同的 “犯罪活动”,例如:丢失的办公室午餐,没有头部的洋娃娃等这类不太值得进行调查的事件。

在新来的探长Aishwaryuh的领导下,轻罪部门的破案率提升了许多,她手下的两名滑稽的探员Aiyamdaman和Chanakya也变得训练有素。但尽管解决了许许多多的案件,雄心勃勃的Aishwaryuh并不满足于解决的小规模的轻罪案件,Aishwaryuh渴望去谋杀部门充分发挥自己的才能,最终她成功了。

在这个系列的故事里,受害者和探员都使用对待真正的犯罪活动一样的严肃态度来对待这些单调乏味的日常事件。 《阿格拉站的调查》是以一个搞笑浮华的的方式来模仿一个熟悉的犯罪节目的故事。

我们与现居于孟买的艺术家Priyanka Paul合作完成了此封面设计。


A WEEK TO KILL / Cover Art

A Week to Kill is a stand-up comedy series created and hosted by Abish Mathew.

In an ultimate test of comedic wit, each episode of A Week to Kill features a guest comedian who’s given a week to put together a brand-new standup set around an assigned topic—which they then perform in front of a live audience.

From brainstorming jokes to practicing delivery, the series offers a behind-the-scenes look at the creative process of different stand-up comedians. But under such a tight deadline, will they kill it or bomb on stage?


A Week to Kill是由Abish Mathew创作和主持的单口喜剧系列。

在这场幽默与睿智兼并的终极考验中,A Week to Kill的每一集都会邀请一位喜剧演员以全新脱口秀形式在现场观众面前表演。在正式上台前每位喜剧演员只有一周的时间去围绕指定主题做准备。

从笑点的苦思冥想到最终的呈现,该系列将喜剧演员们的创作过程及幕后花絮一齐提供给听众。 在如此紧迫的时间内,他们的作品究竟是被临末枪毙了还是被完美演绎了呢?


JAB WE SEX / Cover Art

Jab We Sex is a sex-education show that covers every topic you should know but are too afraid to ask – from contraception to pleasure and everything in between, including some serious topics like abuse.

We often shy away from pleasure or getting the information we need because we’re too afraid to ask. This series provides a safe space to satisfy every question. Jab We Sex celebrates sex — not just sex without shame, but opening up our experiences to a world of pleasure.

For the cover artwork, we collaborated with Mumbai-based artist Durvesh Gaikar.


《Jab We Sex》是一部性教育系列节目,其内容涵盖了那些难以启齿的主题 – 从避孕到性愉悦的全套知识,甚至包括一些比较严肃的主题,比如虐待等。

我们常常谈性色变以至于我们不敢开口去问。 该系列提供一个安全且舒适的空间来满足听者对于每个问题的渴望。《Jab We Sex》倡导性爱 – 不仅是毫无忌惮的性爱,更是引领我们进入一个性享乐的世界。

我们与现居孟买的艺术家Durvesh Gaikar合作完成了该系列的封面设计。

In-Store Art Program

Lululemon

We developed a series of in-store art installations for Lululemon retail outlets throughout China (Xi’an, Chongqing, Shenzhen, Xiamen, Shanghai, Beijing, etc.)

The installations integrate local culture and storytelling with the spirit of the Lululemon brand (fun, dynamic, pioneering, active lifestyle) to present a vibrant and creative consumer experience.


我们为服装品牌Lululemon在西安、重庆、厦门、上海等新开的指定门店创作了一系列墙面装饰艺术作品。

该系列在基于品牌一直强调的乐趣、动感等特性的同时,将当地的城市文化元素巧妙的融入在这几幅作品中。


重庆 CHONGQING / Spicy Happiness

Spicy Happiness

It’s no secret that Chongqing‘ers love spicy food and hotpot. With that in mind, this artwork centers on these two quintessential elements of the Chongqing lifestyle.

Modeled after traditional Chongqing-style hotpot, the artwork’s circular composition is divided into nine frames. In each standalone scene, a cast of humanoid hot peppers is shown going about their day.

Whether it be exercising, bonding with friends over hotpot, enjoying street food, playing mahjong, or riding on subway lines that cut through high rises, these familiar Chongqing activities are brought to life through together with the brand in our playful illustrations.


《无辣不欢》

众做周知,重庆人嗜辣,视火锅如命。

从“辣”出发,将整幅作品的外型结构以传统九宫格火锅为基底,将lululemon品牌形象拟作“辣椒人”,利用轻松幽默的插画形式展现“lululemon辣椒人”的重庆一日体验。

巧妙的将运动/吃火锅/吃串串//打麻将集结在一张完整的画面中,而重庆的地标建筑也跃然穿插于每块故事场景。


厦门 XIAMEN / City Treasures

City Treasures

The artwork for Xiamen features Lululemon’s brand mantra of “Sweat, Grow, Bond” was reinterpreted in a type treatment designed in the likeness of a treasure map.

Housed inside the type design are illustrations depicting some of the city’s most distinctive characteristics, such as its beautiful coasts and the active, yet un-rushed, lifestyle of the locals.

The map leads consumers on a treasure hunt where they’ll discover iconic Xiamen cityscapes and Lululemon-themed easter eggs throughout.


《城市寻宝》

作品结合品牌宣言中的”Sweat, Grow, Bond”三个关键词,精心设计了一副悠闲厦门的城市寻“宝”图。

利用字母空间进行画面填充,展现出厦门靠水,有岛的地域特征以及丰富的休闲运动。

观者可跟随寻“宝”的路径,探索每个关键词中所藏匿的厦门标志建筑特色与品牌logo“彩蛋”。


西安 XI’AN / Yoga Pagoda

Yoga Pagoda

Centered on Xi’an as an ancient capital and renowned foodie destination, this three-panel installation uses layered 3D elements and fabrics from Lululemon product to show the city from a fresh perspective.

Each design uses colors and materials from the brand’s apparel and yoga mats to evoke the historic charm of old Xi’an, featuring sites like the Wild Goose Pagoda and the Terracotta Army.

Different yoga poses give the terracotta warrior a sporty look, perfectly combining the traditional and the modern.


《瑜伽兵马俑》

以西安特色美食及古都形象为创意核心,通过3幅面料画的设计,将品牌面料特性以另一种方式表达我们眼中的西安。

每幅画由lululemon服装及瑜伽垫面料进行颜色搭配及制作,通过作品使观者畅游于西安古都历史魅力之处,从大雁塔到兵马俑。

多变的瑜伽动作让兵马俑的形象更为灵动,全然体现了现代与传统的完美结合。


深圳 SHENZHEN / Hi-Tech Urban Explorations

Hi-Tech Urban Explorations

Shenzhen is the heart of China’s electronics industry, as such, for this design we created a series of “Screenhead” characters to encourage people to put down their devices, head outdoors, and work up a sweat.

In a city panorama surrounded by green mountains, this installation shows the Screenhead characters in Lululemon apparel engaged in healthy lifestyle activities like yoga, biking, jogging, and skipping rope.

Brand elements and everyday details from Shenzhen are interspersed throughout, showing the spirit of Lululemon and the fun of getting out into the city.


《悠游数码城》

深圳是中国的数码产品生产中心,由此衍射出“手机人”的概念,以提醒大家应该适时的放下手中的数码产品出来多多做一些出汗运动。

作品以绿植环绕中深圳城市景观为基底。“手机人”与Lululemon独特的健康运动元素结合构成一幅栩栩如生的景象,运动内容如:瑜伽,自行车,跑步,跳绳等。

在细枝末节处穿插品牌元素及深圳日常生活元素,展现Lululemon的品牌精神和与城市融合的趣味性。


上海七宝 SHANGHAI QIBAO / Multiverse

Multiverse

Inspired by the tagline “Ignite Possibility,” we’ve created an art installation that uses layered elements, staggered placement, and masked alphabet letters in an imaginative type design.

Within each letter, viewers are given a glimpse into the whimsical universe of Lululemon, a world populated by sports lovers and active lifestyle enthusiasts.

The bottom and middle row depict familiar modern Shanghai landmarks and surrounding areas while the top row features the nearby ancient town of Qibao (where the store is located). With this installation, we pay homage to the active lifestyle long celebrated by Lululemon and Shanghai residents alike.


《次元》

利用lululemon英文品牌宣言中的”Ignite Possibility”为设计圆心。

通过不规则排列及表层镂空再叠加多层的艺术手法,让整个艺术作品更富有想象力,打造出一个lululemon的次元空间。

从一层字体延伸至二层的lululemon运动小人再进入第三层的上海城市与七宝古镇,层层推进,将观者带入一个生动且极具趣味的世界,同时也体现出lululemon所强调的生活方式和运动精神。


北京 BEIJING / Winter Games

Winter Games

Inspired by the 2022 Beijing Winter Olympics, this imaginative design spotlights iconic architecture in the Chinese capital and a cast of winter athletes. The installation communicates the competitive spirit that sports enthusiasts can expect to see out of the ancient city in the forthcoming Games. Further, the in-store execution of the artwork is layered with several elements mechanically animated bringing alive the athletes throughout the composition.

Fun details are sprinkled throughout the composition: a snowboarder can be seen catching air over the Great Wall, a free climber is scaling the Temple of Heaven, while a skier speeds down the snow-covered roof of a traditional siheyuan. In the upper section, the moat surrounding the Forbidden City is shown frozen over, turning into an ice rink for figure skaters and hockey players. Beijing’s National Aquatic Center—the venue set to host the Winter Games—also appears in frame, teasing the upcoming competitions. All these elements come together to celebrate Beijing as the first-ever city to host both the Summer and Winter Games.


《冬运会》

受2020北京冬季奥运会的启发,该作品中将极具北京特色及代表性的建筑及景观与冬季运动相融合,用插画语言传达了将各项冬季运动以及夸张且富冲击力的画风表现在整个装置作品中,运动和建筑巧妙交织在一起,体现出北京皇城根下的冬季奥运竞技精神。此外,店铺橱窗所陈列的作品中的一些运动元素通过机械运动的形式进行了更有互动性的展示,让运动员在整个作品中更充满活力。

细细品味作品,你会发现画面中有滑雪的人越过在长城、攀岩者出现在天坛、四合院的屋顶也成为滑雪斜坡、角楼前的湖水结冰后成为冰上运动爱好者的乐园。同时,画面中的水立方也体现出现代代奥林匹克精神,预示着北京即将成为第一个举办过夏季奥运会和冬季奥运会的城市。


北京 BEIJING / Summer Games

Summer Games

Inspired by the Summer Olympics, this imaginative illustration spotlights iconic architecture in the Chinese capital and a cast of summer athletes. The installation communicates the competitive spirit that sports enthusiasts can expect to see out of the ancient city in the forthcoming Games. Further, the in-store execution of the artwork is layered with several elements mechanically animated bringing alive the athletes throughout the composition.

Fun details are sprinkled throughout the composition: a BMXer can be seen catching air over the Great Wall, a free climber is scaling the Temple of Heaven, while a hurdler jumps over the roof of a traditional siheyuan. In the upper section, the lake surrounding the Forbidden City, its turned into a water wonderland for synchronized swimmers and wind-surfers. Beijing’s National Aquatic Center—the venue set to host the Winter Games—also appears in frame, teasing the upcoming competitions. All these elements come together to celebrate Beijing as the first-ever city to host both the Summer and Winter Games.


《夏运会》

创意来源于夏运会,作品中将极具北京特色及代表性的建筑及景观与夏季运动相融合,用插画语言将各项夏季运动以夸张且富冲击力的画风表现在整个装置作品中,运动和建筑巧妙交织在一起,体现出北京皇城根下的夏季奥运精神。

细细品味作品,你会发现画面中有自行车选手越过长城、攀岩者出现在天坛、四合院的屋顶也成为跨栏辅助、角楼前的湖水成为水上运动爱好者的乐园。同时,画面中的水立方也体现出现代代奥林匹克精神,预示着北京即将成为第一个举办过夏季奥运会和冬季奥运会的城市。

URBN Playground / 城市嘻游

Beats By Dre

We created a video series called “城市嘻游” (URBN Playground) for Beats By Dre. 城市嘻游 roughly translates to “Urban Playground” with a play on the Chinese characters “嘻” (used in the word for hip-hip) and “嬉” meaning “play” or “having fun” — both have the same pronunciation.

The series celebrates hip-hop culture in different Chinese cities with a few of the scene’s hottest rising stars: JelloRio, a Chendgu-based rapper known for his unique, homegrown vocal style mixing English, Mandarin, Sichuanese dialects; Al Rocco, a cross-cultural American-born-Chinese rapper based in Shanghai; and Nikki Chen, a talented hip-hop dancer based in Taipei.

In each episode, we follow one of the talents as they travel through the city. We see their hoods, their day-to-day, their personal experiences. They share with us their understanding of hip-hop culture and the role of music or dance in their life. Viewers are offered a rare, authentic glimpse into their off-stage personalities.


我们为Beats by Dre创作了主题为“城市嘻游”系列短片。“城市嘻游”这一概念以“嘻”来体现嘻哈精神,也取“嬉”之谐音来体现在城市中玩乐的故事。

在这一系列中,我们聚焦当下的中国嘻哈文化,讲述了三位当红嘻哈新星与其城市的故事:活跃于成都的说唱歌手李佳隆,他以其混合英文,普通话和四川方言的说唱风格著称;活跃于上海的美籍华裔说唱歌手Al Rocco,他以其跨文化的作品为人所知;还有来自台北舞艺精湛的街舞舞者陈妍臻

我们在每一集中通过镜头跟随其中一位嘻哈人在城市中穿梭游走,通过他们的视角还原他们的日常及其不同的性格。每个嘻哈人也分别分享了他们对嘻哈文化的理解,和音乐/舞蹈在他们生活中的重要性,通过短片一展现他们鲜为人知的真实一面。


 

Al Rocco / Shanghai

 

 

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Nikki 陈妍臻 / Taipei

 

 

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李佳隆 JelloRio / Chengdu

 

 

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WeChat Holiday Sticker Pack

MCM

Emojis have become a universal language, one spoken fluently by young adults and teenagers worldwide. Building on this youthful lexicon, we collaborated with luxury baggage brand MCM to design a WeChat sticker pack that can be used across a variety of situations.

Through these animated stickers, MCM was able to showcase the brand’s playful spirit and engage with consumers in a meaningful way.

The iconic animal motifs of MCM served as the key inspiration for these stickers, and six different characters with their own unique personalities are featured in the pack: a teddy bear with oodles of love to give, a panda who can’t wait for Christmas, a piglet who’s ready to ring in the Chinese New Year, a disco robot that’s ready to party, a dog who isn’t afraid to flaunt his street swagger, and a rabbit who’s at a loss for words.

The sticker pack was available for free on the official MCM WeChat account where users were encouraged to download them, share them, and express themselves!


[表情]已成为一种流行的网络语,全世界的年轻人都热衷于使用它来表达自己的心情和感受。为迎合年轻人喜欢用EMOJI表情在社交平台上进行心情交互,我们为高端旅行箱包品牌MCM特别针对不同节日和心情的需求精心设计了一套微信表情包。

品牌希望通过微信表情这种时兴而富趣味的沟通方式传递品牌精神并以此深化消费者眼中的品牌形象。基于品牌的贯用的动物形象,我们为6个不同场景和心情设计了:比心熊,圣诞熊猫,猪年鞭炮猪,撒娇机器人,嘻哈狗,和摊手兔。

该套表情可以在MCM的品牌微信公众号中免费获取。下载并保存至微信表情中,即可随时随地与朋友分享。

Caged Floral Clouds 花之云笼

Hakkasan

We created a floral art installation for Hakkasan Shanghai titled “Caged Floral Clouds.” The installation helped introduce summer special seasonal menu at the restaurant featuring flower ingredients. The installation decorated walkways, lounge, and ding areas throughout the space, and was on display throughout the summer months.

Inspired by the dreamy beauty of “cloud seas,” we conceptualized, designed, and hand-crafted “Caged Floral Clouds.” The installation is made up of hundreds of colorfully marbled petals, which were designed to resemble peony, jasmine, and orchid flowers. These petals were cut into an assortment of shapes and suspended from the ceiling as a means of calling to mind the free-flowing form of clouds.

The installation complemented the elegance of “The Cage “—Hakkasan’s signature wooden, hand-carved interior window frames. This reimagining of flowers as clouds is designed to reflect the creative spirit of Hakkasan’s menu offering. The soft, pastel colors of the installation contrast the bold red-and-black restaurant interior, creating a layered and visually-engaging experience for guests.


我们为上海Hakkasan餐厅创作了名为“花之云笼”的艺术装置。此装置旨在推广餐厅的夏日特别季活动,以介绍夏日用花为原料精美烹制的限时菜单。整个夏季,让你徜徉在花海之中就餐。

该装置意灵感来源云海,从构思,设计到最终手工制作“花之云笼”。装置由上百张色彩斑斓的花朵大理石组合而成,营造出大气的牡丹,淡雅脱俗的茉莉以及兰花的奇妙景致。附带不同肌理和颜色的花片构成云朵,通过空中悬挂的方式,展现出层叠不休的悬浮花海。

此装置与“笼子”优雅地相辅相成 – Hakkasan标志性的传统木雕窗柩屏风。将花朵进行艺术分解再重现的方式,正如同Hakkasan的菜品一样耐人寻味。此装置为本为红黑色调的餐厅平添一分脱俗的柔美,使得在Hakkasan用餐的客人有了从看到吃的完整感官享受。


Making-Of

The Time Is Now

ShanghaiPRIDE

We created a campaign for ShanghaiPRIDE to celebrate its 9th annual LGBTQ Festival in China.

In addition to promoting awareness and teaching tolerance among the public, the campaign aims to rally the LBGT community around a theme of “The Time is Now.” This theme encourages individuals to seize the moment and take action. “We talk a lot about self-acceptance, love, and relationships. So, our team thought: our events should inspire action at a personal level,” explains Raymond Phang, co-founder of ShanghaiPRIDE. “If not now, then when?”

The campaign invited different representatives from the LGBT community – both couples and individuals – to “speak up” this year with personal stories illustrating what “The Time is Now” means to them.


我们为中国LGBTQ代表节日 – 上海骄傲节(ShanghaiPRIDE)的九周年举办创作一组宣传片。

除了提高公众包容的意识,本次活动以“The Time is Now”为主题集聚LBGT社区,倡导及时行乐的态度,鼓励人们抓住时机,行动起来。上海骄傲节的联合创始人Raymond Phang 解释说:“我们谈论过很多关于自我接受、爱和情感关系的话题,所以我们团队就想说应该更多地鼓励个人层面上的行动。如果不趁现在,那还要等到什么时候呢?”

上海骄傲节今年邀请了LGBT群体中的不同代表(包括伴侣和个人), 由他们发声,分享自己的故事,以及他们眼中“The Time is Now”的意义。


Justine & Daphnee / L

Justine: When I came back from Vancouver, I was surprised that people around me still have biases and discriminate against the LGBTQ community. That’s why I decided to stand up. We met at the gym, and then later again at an event with some friends. The serendipity of it is why I treasure our relationship so much. The Time is Now to eliminate discrimination!

Daphnee: My mom is very conservative, but she still loves me after I came out. It was love at first sight when I saw Justine. I feel comfortable sharing myself selflessly when I am with her. Plus, I believe only I can stand her bad temper. The Time is Now to be your true self!


Justine: 从温哥华回来才发现自己身边的人对LGBTQ社群还有很大的偏见和歧视,所以想站出来。我和她是在健身房里初识,在朋友聚会中重逢,所以格外珍惜这缘分和彼此的默契。The Time is Now 消除歧视!

Daphnee: 我的母亲非常保守,但她在知道我的性倾向后依然很疼爱我。遇见她时就一见钟情,因为她让我能毫无保留的分享自己,而且也只有我会忍受她的坏脾气吧。The Time is Now 做真实的自己!


Sunny & Xiaoxiong / G

Sunny: As far as I can remember, I have always liked boys. For the past ten years, I felt that society has been more open-minded and people are more inclusive. When he is around me, I am me. The Time is Now to love who you love!

Xiaoxiong: When I met him six years ago, I could feel that he will be the one. Last year, we went to Greece for vacation; the Aegean Sea was more beautiful with him by my side. The Time is Now to embrace diversity!


Sunny: 从有意识开始,我就喜欢男生。过去十年里,我觉得社会更开放了,而人们也逐渐地更包容。有他的时候,我是最轻松,最自在的那个我。The Time is Now 选你所爱!

小熊: 六年前在武汉认识他,觉得他就是那个对的人。还记得去年一起去希腊旅游,爱琴海有他变得更美丽。The Time is Now 拥抱多元!


Evie / B

Evie: Many think that being bisexual is just being greedy, or that I will follow the mainstream values and select the opposite sex as partners sooner or later. But, my affection is regardless of gender. It is about trust, care, and growing together. Gender is secondary. The Time is Now to love fearlessly!


Evie: 很多人会以为双性恋是贪心的,亦或有顺应社会主流价值观的选择。我的爱只不过是不分性别。爱一个人,是信任、是寄托、是一起成长,性别才是次要的。The Time is Now 勇敢爱!


Annin / T

Annin: Since I was young, I thought that everyone was the same, but as I grew older, gender became restrictions. At my college graduation ceremony, I took off my disguise, showing the world who I really am. Staying true to myself, I became happier. The Time is Now to be who you are!


Annin: 从小我就觉得人与人之间没有区别。但是成长的过程中,性别的隔阂成为了生命的束缚。大学毕业典礼上,我卸下伪装,用真实的自己去面对世界。真实地面对自己,真实而快乐。The Time is Now 成为你想要的!

Brand Launch

Staxx

We helped launch Staxx by translating its company mission into a distinct brand identity. That visual interpretation guided the development of a crisply-designed website as well as product imagery, copy, and videos featured in broader marketing communications efforts.

Our creative focused on sharply communicating the Staxx brand mission ‘to create smarter, simpler design in a world of ever-increasing complexity.’


我们为全新发布的Staxx品牌设计了其整体视觉形象。以统一的品牌视觉,创作完成了包括其网站,产品形象大片,宣传文案及品牌短片在内的一系列市场推广内容。

我们的创意致力于帮助Staxx传递其品牌的宗旨”在日益纷繁复杂的世界,我们追求更简单更智能的设计。”


 

Introduction to Staxx

 

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Product Showcase


 

 

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Kids Collection

BeatsX 遇见 X 种自由

Beats By Dre

 

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We created a campaign for Beats By Dre’s BeatsX wireless earphones that explored the concept of “Freedom of Wireless” through the stories of four very different creative talents. Chacha, a music producer and songstress. Hurricane, a street artist, tattooist, entrepreneur, American football enthusiast, and fitness guru. Lee Wen Hsin, a skateboarder, contemporary dancer, and performance artist. Guan Chun and Xiang, a creative couple with established careers in painting and photography.

The campaign shows how BeatsX plays an integral role in the creatives’ unique lifestyles, while giving audiences tangible ideas of what “Freedom of Wireless” could mean in their own lives.


我们为配合Beats By Dre全新无线耳机产品的上市为其创作了一系列的“发现X种自由”推广内容,并通过四位风格迥异的创意人故事去表达他们各自追求自由的方式。Chacha – 音乐制作人和女歌手。哈里 – 街头艺术家/纹身师/创业人及美式橄榄球爱好者,同时也是一位运动狂人。李文心 – 滑板爱好者/现代舞者/表演艺术家。官纯和孙瑞祥 – 擅长画画和摄影的创意夫妻档。

该系列内容展示了在这些艺术家们的日常生活中BeatX扮演着不可或缺的角色,让消费者从更多角度去了解和发现自己生活中所谓自由的定义。


CHACHA X 乐

 

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Chacha is one of the most exciting and celebrated independent artists in China today. Her music is an eclectic mix of genres that’s accompanied by haunting vocals and quirky lyrics, which work in tandem to sweep listeners into a unique, ethereal soundscape. Check out the film above to learn more about how she pulls together a new song and what inspires her along the creative process from original concept to live performance.


Chacha是目前国内最炙手可热的独立音乐人。她的音乐中贯穿着慵懒的哼唱与另类的歌词呈现多变的风格,会让听者浅浅的沉浸于其中。点击短片观看她的新歌创作过程,了解她是如何在创作初期和现场表演的过程中不断的得到创作灵感。


HURRICANE X 闯

 

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Hurricane is one of the busiest, hardest working creative in China. He’s a jack-of-all-trades who can’t sit still. He somehow finds a way to manage his CrossFit studio, tend to his tattoo clients, scratch his street-art itch, keep up his personal fitness regiment, and hit the gridiron for a pick-up game of football. Check out the film above to learn more about his fast-paced lifestyle and how he fits it all into his daily routine.


哈里大概是国内最忙最勤奋的创意人之一。他是一个完全停不下来的人。在管理健身工作室,为客人纹身,涂鸦,健身训练,和去橄榄球场打个临时赛之间找到了完美的平衡法。点击短片了解他在如此快节奏的一天中是如何井然有序的完成所有事情。


LEE WEN HSIN X 舞

 

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Lee Wen Hsin is a woman of many creative talents. Whether gliding through the city on her skateboard or gliding through the air at any one of her dance performances, she possesses a grace and elegance all its own in the performance art world. Her modern dance style is the ultimate expression of freedom and release. Check out the film above as Lee takes us to great heights for a modern dance performance on a Shanghai rooftop.


李文心,一个集众多才能于一身的女生。无论是在城市中玩滑板,还是徜徉在自己的舞蹈中,她的表演总是带着一份优雅和脱俗气质。她所呈现的现代舞是她对自由和释放的最好表达。点击短片让李文心带着我们一起来到上海某处的楼顶来一场现代舞演出。


CHUN & XIANG X 创

 

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Guan Chun is one of China’s most established and well-known illustrators and painters. Her husband, Xiang, is an equally renowned photographer. Together, they are a powerhouse creative duo who seems like a match made in heaven. Check out the film above to learn how the two compliment one another and harness each other’s creative energy in their shared workspace.


官纯,国内知名插画师和画家。她的老公孙瑞祥,也是一名知名摄影师。他俩一起完全就是一对天造地设的完美创意组合。点击短片看他们是如何在同一个工作室里彼此激发各自的创意灵感。