Tag Archives: neocha

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

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。


深圳 SHEN ZHEN

Shenzhen is China’s digital products manufacturing center, which drives the concept of “mobile phone people”. Through this concept, we would like to deliver the message of doing more sports instead of using digital products to the audience.
The whole artwork is based on the urban landscape of Shenzhen, surrounded by green plants. Interspersed with brand and city elements, showing Lululemon’s brand spirit and fun in the artwork. It is combined with Lululemon’s unique brand elements to create a lifelike sports scene, such as: yoga, bicycling , running, skipping, etc.


作品概念: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,通过这个概念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。
整个artwork以绿植环绕中深圳城市景观为基底。在细节末支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,再与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。

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。

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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Transformers: The Last Knight

Coca Cola

As part of Coca Cola’s “Transformers: The Last Knight” promotion in China, we created a limited-edition packaging set of 330ml sleek cans. The set features abstract versions of Optimus Prime, Megatron, and Bumblebee.

The designs were executed across Coca Cola, Sprite, and Fanta products with market distribution throughout Greater China.

We collaborated with Shanghai-based illustrator Veiray Zhang to bring the packaging set alive.


作为可口可乐联合“变形金刚5:最后的骑士”在中国市场宣传的一部分,我们为其创作了330毫升限量版可口可乐摩登新罐系列的包装设计。该系列以抽象设计呈现了擎天柱、威震天和大黄蜂的形象。

该设计被广泛运用于可口可乐、雪碧、芬达产品大中华地区的各渠道品牌宣传。

​​我们与来自上海的插画师Veiray Zhang共同合作完成了该系列的包装设计。

“Jala” w/ Bohan Phoenix

Beats By Dre

 

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We created a fun animation for Beats By Dre featuring emerging hip-hop artist Bohan Phoenix.

In his own words, Bohan talks about his unique cross-cultural journey through the United States and China, introduces his crew, explains how spicy food inspires him, and shares his philosophy on what making good hip-hop music is all about.

To learn more about Bohan, be sure to check out the feature story on him via the Neocha Magazine.


我们为Beats By Dre创作了一支趣味十足的动画短片,讲述了新锐嘻哈说唱人Bohan Phoenix的故事。

在动画短片中,Bohan亲述了自己横跨中美文化之旅,并同时介绍了他的伙伴以及食辣给他的灵感,除此之外,还分享自己的嘻哈音乐理念。

想要了解更多关于Bohan的故事,敬请关注Neocha杂志对他的特别报道

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。”