Tag Archives: neocha

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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FitSense Spot

Lycra

 

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We created a short animated spot for Lycra FitSense to showcase the support, shaping, and comfort of the brand’s innovative fabrics.

Lycra FitSense technology is used in unisex sportswear and sports-bras to provide users with a second-skin fit and superior comfort when engaging in a wide range of athletic movements and exercises.

The spot was used in stores and digital media worldwide.


我们为Lycra FitSense系列创作了一支创意动画视频,以生动形象的方式将该系列面料产品特有的贴身、塑形、舒适等特性一一体现。Lycra品牌独有的该系列纤维面料应用于运动连体裤、运动胸衣以及男士运动衫可为用户带来舒适、贴身、恰似第二层皮肤一般的运动自如感。

该创意动画被广泛应用于品牌全球区域的线上及店铺内。

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

Fusion Collection

Lycra

 

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We created a series of web-spots for Lycra to help communicate unique product benefits and industry-leading technologies of the brand’s Fusion line.

The 60 second spot features five products utilizing Fusion technology put to the test in a surreal world of hyper-realistic proportions and exaggerated, playful movements.

The 45 second spot was created to support Lycra’s B2B communication efforts, with more specific messaging around function and technology that helps 3rd-party brands understand how to best integrate Lycra into their own product offerings.

We also created a spot to help showcase the brand’s plus size offering across the Soft Comfort line.


针对莱卡品牌的融丝纤维防脱散技术丝袜系列,我们为其创作了一系列的线上宣传片以展现该品牌独有的产品性能和工艺特点。

60秒版的短片意将人们引入超现实空间,以夸张及玩味的肢体动作呈现出该产品线的五个以融丝科技为首的核心技术点。

而45秒版的短片则从莱卡品牌的B2B宣传为出发点,因此画面更着重传达了每个功能和科技点等细节,借此帮助第三方品牌全面理解并将莱卡的科技点更好的运用到自身品牌产品中。

同时,我们也创作了一条针对大码用户群拥有柔适技术点的莱卡丝袜产品。

 

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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!

Year of the Rooster

Airbnb

 

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To celebrate Chinese New Year, we created a fun animation for Airbnb telling the story of Ralphy, a wanderlust-filled traveling Rooster making his way around the world.

In the Year of the Rooster, Ralphy reminds us to meet someone new at the foot of Mt. Fuji; or connect with old friends in Koh Tao; or perhaps even celebrate with a family reunion in Paris. Wherever your travels take you this lunar new year, we hope the experiences along the way warm your heart with love and sharing. Happy Chinese New Year.

The piece was created by hand in a live, multi-layered environment with frame-by-frame stop-motion animation of laser cut elements. Check out the making-of video and photos to learn more about the process and technique.


为迎接中国新年的到来,我们为Airbnb创作了一条趣味十足的动画来讲述一只名为Ralphy的公鸡周游世界的旅行故事。

在鸡年里,Ralphy带着我们在富士山脚结识新朋友,在龟岛与老友重逢,在巴黎与家人欢聚一堂。新的一年,无论你的脚步去到哪儿,我们都希望爱与分享温暖着你的每一段旅程。春节快乐。

该逐帧定格动画通过纯手工在多层次背景中操作,画面中的所有元素由镭射切割而成。想了解更多相关制作的技术和过程,可查看幕后制作短片及照片。


Making-Of

 

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NMD – What’s Next?

adidas Originals

 

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To help celebrate the 1 year anniversary of adidas Originals’ game-changing sneaker line “NMD,” we created a campaign featuring a crew of creative culture champions and fashion influencers including actors, television hosts, magazine editors, pop-singers, rappers, models, and style mavens.

We also created an animation for the campaign to show the evolution of NMD over the past year from the now-classic OG colorway to countless iterations of the extended NMD family.

The campaign ran chiefly on social media and digital channels throughout China, with some print usage as well.


我们为adidas Originals的颠覆型鞋款——NMD系列诞生一周年创作了一组以创意界文化先锋和时尚潮人为主角的平面作品,其中包括演员、主持人、杂志编辑、流行歌手、说唱艺人、模特、潮人等。借此来传达“过去赋能未来”的街头潮流精神。

我们同时也为此次推广活动创作了一条动画短片以展现NMD系列在过去一年中是如何从最初的经典配色款延伸到如今多重进阶款式及配色的NMD大家族。

该活动的平面视觉作品及其动画短片被主要用于中国大陆地区的网络和平面媒体宣传。


Higher Brothers / 海尔兄弟


Chen Haipei / 陈海沛


Jasin Chang


Cheng Yingjie / 程颖婕


HyoRaKuHi / 冯乐飞


Jenny Zeng / 曾妮


Jeffery Tung / 董又霖 


Annie Sun / 孙伊涵


Alan


Meng Jia / 孟佳


TEISAHIRO


Maxine


Chen Xi / 陈希


Jenny Zhou


Lin Zijun / 林子君

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