Tag Archives: neocha

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。

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

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。

Liu Wen x Basket Heart – New York City

Puma

 

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The original PUMA Basket was a legend in the ’70s hip-hop scene and the court classic has been given a makeover via the all-new PUMA Women’s Basket Heart. The new sneaker hails a long-standing sports heritage with a nod to feminine sentiments in its satin ribbon bow laces.

For the sneaker’s launch in China, we created a campaign featuring international celebrity supermodel Liu Wen. The campaign was shot on the streets of New York City, with Liu Wen doing her thing as she showed us the city she now calls home.

The video and photo assets were used online, in print media, and in brand retail stores throughout Greater China. Within just a few days of airing online the video had garnered more than 10 million views.


全新上市的PUMA Basket Heart女子系列源自风靡70年代嘻哈流行圈的经典PUMA Basket鞋型,该系列运动鞋不但延续了运动元素更是加入了较为女性化的绸缎宽鞋带。

为迎合该鞋款在中国的上市,我们为其创作了一支以超模刘雯为主角的短片,在短片中以刘雯的视角带领我们游走于纽约这个被她称为家的城市之中。

该短片及平面照片被广泛运用于中国地区的网络,平面媒体及品牌店铺中,短片上线后的短短几天内已产生超过千万的浏览量。


Key Visuals

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

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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“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.



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。