Tag Archives: creative

In-Store Art Program

Lululemon

We developed a series of art installations for Lululemon retail stores in Xi’an, Chongqing, and Xiamen. The installations integrate local culture with the spirit of the Lululemon brand: fun, dynamic, pioneering.


我们为服装品牌Lululemon在西安、重庆及厦门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三幅作品中。


重庆 CHONGQING

Chongqing is famous for its spicy food and hotpot. The artwork personifies a Lululemon “chili pepper” character engaging in daily Chongqing life (sports, yoga, hotpot, spicy food, Majiang, etc.) and exploring iconic landmarks. The installation format was modeled after a traditional “9-chambered” hot-pot. Hidden throughout the composition are Lululemon branded “Easter eggs” for consumers to discover.


作品概念:重庆嗜辣与火锅如命。这幅作品将品牌拟作“辣椒人”,展现其一天的重庆生活:做运动/吃火锅/吃串串//打麻将…并且也展示了城市地标建筑。作品形状创意启发于传统9宫格火锅,同时结合品牌元素作为“彩蛋”贯穿于画面中。


厦门 XIAMEN

Inspired by a treasure map of the area (including the island of Gulangyu), we explore the landscapes and cultural elements of Xiamen. The map leads consumers to find branded “Easter eggs” throughout a type design of Lululemon’s mantra “Sweat, Grow, Bond.”


作品概念:跟随寻“宝”图,探索厦门标志建筑及特色,找寻藏匿于其中的品牌“彩蛋”。作品同时也结合品牌真言”Sweat, Grow, Bond.”


西安 XI’AN

A 3-panel installation combining signature Lululemon fabrics in 3D interpretations of Xi’an’s long history and rich culture (Great Wild Goose Pagoda, Terracotta Warriors, “wide” noodles’, etc.), juxtaposed with contemporary yoga poses. The installation presents a harmonious balance of modern and traditional in Xi’An.


作品概念:3面设计的作品多方面结合了品牌面料及西安城市的悠久历史。畅游于西安古都历史魅力之处,从大雁塔到兵马俑,与多变的瑜伽动作共同体现。这幅作品展现了现代与传统的完美结合。

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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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。

Hello, Air!

Airwear

 

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We created a brand launch campaign for Airwear, an innovative company developing personal air filtration and purification products.

The campaign, titled “Hello Air,” reintroduces us all to air, an element that is ever present, but we all too often take for granted. By shifting the focus away from Airwear’s product, the campaign elevates the conversation to the core of the brand’s mission: providing clean, healthy air.

The campaign raises consumer awareness about the air that surrounds us and the impact it has on our everyday lives. The key visuals and brand film humanize the topic with quirky and thought-provoking commentary from a cast of people we can relate to: people just like us.

The campaign hashtag #HelloAir kick-starts a conversation about clean air as part of our everyday wellness, while positioning the product as an essential consumer accessory for a healthy lifestyle.


我们为全新品牌Airwear创作了一系列上市预热宣传广告,该品牌旨在探索和研发个人空气过滤及净化的相关产品。

此广告主题“Hello Air” ,是为了让我们重新认识空气,一个始终存在却总被我们习惯性消耗着的物质。不同于将重心放在Airwear产品上,该系列广告将思考的重心转化为品牌的使命:提供纯净、健康的空气。

广告引发了人们对空气以及它与我们日常生活紧密关系的思考。平面主视觉和品牌宣传片借由一群与我们大多数人无异的年轻人之口,以一场发人深省的问答和诙谐的画面将主题人性化地表现出来。

此次宣传活动的标签#HelloAir 开启了人们关于纯净空气是我们健康生活一部分的探讨,而产品本身的定位正是我们健康生活方式中必不可少的基本配饰。

Sleek Can Campaign

Sprite

We created a campaign key visual for Coca-Cola to support the company’s new “sleek can” portfolio in Greater China.

The KV features a refreshing Sprite beverage bursting in the face of a pleasantly surprised young woman.

This project was done in collaboration with Ogilvy & Mather, with photography shot by agency creative director Adam J. Schokora.


我们为可口可乐在大中华地区全新上线的“摩登新罐”拍摄了平面主视觉广告。

该平面广告呈现出清爽怡凉的雪碧汽水被打开时的瞬间迸发为画面中的女生所带来的惊喜。

我们与Ogilvy & Mather合作完成该项目,平面摄影部分由本机构的创始人兼创意总监的Adam Schokora亲自掌镜。

+101 Denim Campaign

LEE

To help LEE celebrate its 125th anniversary and to promote its commemorative, limited edition line of +101 denim, we created a digital campaign featuring local creative culture brand ambassadors. The campaign photography was a fun series of cinemagraphic portraits. The series captures intimate portraits of local creatives “at work” in their +101 denim, of which, only 1250 top / bottom sets were produced and released in China. LEE leveraged the cinemagraph series on a the brand social platforms and other digital media outlets. We also created a set of still portraits and product shots for the campaign.


为了庆祝品牌LEE成立125周年及推广其限量纪念款+101牛仔系列,我们策划并执行了一场以展现本土创意文化为目标的品牌宣传活动。活动影像以一系列有趣的cinemagraphic形式呈现。这个系列近距离捕捉本土创意人身着+101牛仔在“工作状态下”的瞬间,而该系列在中国大陆地区仅限量发售1250套(上衣及下装)。同时LEE也将我们创作的这些动图系列广告发布在品牌社交媒体和其它网络平台上。除此之外,我们也为此次宣传拍摄了一套肖像和产品图。


What’s Your Andaz?

Hyatt Andaz

 

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Traveling is a passion that many of us share. The sights, sounds, and smells are all part of the adventure that a new destination brings. This was our inspiration for a short film titled “What’s Your Andaz?” that we created for the launch of Hyatt Andaz in Shanghai. The film tells the story of an Andaz guest (a photojournalist) in town for business, going about his day working and exploring Shanghai through the eyes of the Andaz brand experience. At the end of his day, he finds himself back – not at just any hotel, but – where he should be: home.

Andaz is Hyatt’s new collection of contemporary, boutique-inspired hotels, located in the dynamic, distinctive neighbourhoods of key world cities and inspiring resorts. The Shanghai property is the first Andaz in Asia, and is located in the Xintiandi area (88 Songshand Rd.)


旅行总是大家乐于分享的事情。我们的所见、所闻、所呼吸的别样气息都是目的地所赋予我们的全新体验。这也是此次我们为Hyatt旗下安达仕上海酒店的所创作“你的Andaz是什么?”短片的灵感来源,该片讲述了一位安达仕酒店的客人(摄影记者)在出差过程中,通过安达仕品牌体验顺利地完成工作并探索上海滩的各种奇遇。当一天结束,他回到的不只是一家酒店,而是让他有归属感的地方:家。

安达仕是Hyatt集团旗下当代感十足的精品酒店系类,它一般分布在世界的主要城市和度假胜地的摩登区域。上海安达仕酒店位于新天地(嵩山路88号),是其在亚洲开设的第一家门店。