Tag Archives: neocha

Seasonal Campaign

adidas Originals

We created the Fall / Winter 2014 seasonal campaign for adidas Originals in Greater China. Working with celebrities and brand ambassadors Eason Chan, Fan Bingbing, Charlene Choi, Gianna Jun, and JJ Lin in raw authentic urban environments, the campaign key visuals and videos communicated the true street fashion spirit of the brand.

The campaign was shot in Beijing, Taiwan, Hong Kong, and Seoul, with assets used nationwide in retail / point-of-sale, digital, and print media. For the project, we collaborated with New York-based photographer Carmen Chan, Beijing-based photographer Chen Man, and Seoul-based photographer Hong JangHyun.


我们为adidas Originals中国大陆地区2014年秋冬系列创作了季度广告。这次的主视觉和短片真实展现出其品牌代言人陈奕迅、范冰冰、蔡卓妍、全智贤和林俊杰的形象,在真实的城市场景中还原了品牌的街头时尚精神。

该系列广告于北京、台湾、香港以及首尔拍摄,作品被广泛运用于其全国的品牌零售店铺、网络和平面媒体的广告栏。与此同时,我们与来自于纽约的摄影师Carmen Chan、北京摄影师陈漫以及韩国摄影师Hong JangHyun共同合作完成了这一季的平面主视觉。


Eason Chan / 陈奕迅

 

Eason Chan’s “City Adventure”

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Fan Bingbing / 范冰冰

 

Fan Bingbing’s “Monochromatic City Daydream”

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J.J. Lin / 林俊杰

 

J.J. Lin / “My ZX Flux”

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Charlene Choi / 蔡卓妍

 

Charlene Choi / “My ZX Flux”

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Gianna Jun / 全智贤

 

Gianna Jun ​- 2014 ​Fall / Winter Collection

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Campaign Magazine

Gap

We designed the brand magazine for Gap’s “Let’s Gap Together” campaign for greater China. The magazine helps tell the brand’s rich culture and heritage in a market it’s new to. The layouts were done in both Chinese and English language. The final brand magazine was distributed throughout Hong Kong (English version) and mainland China (Chinese version).


我们为Gap品牌在大中华区的“Let’s Gap Together”活动设计了其品牌杂志。该杂志协助其在新的市场中展示自身品牌的文化和传承。平面设计被分为中英文两版,英文版被用于香港市场,中文版则用于中国大陆。

Wallpaper & Lockscreen Designs

Nokia

We designed and photographed a series of wallpaper / lockscreen imagery for use on Nokia 820 and 920 mobile phones. We created the imagery based on two general themes: 1) “The Amazing Everyday,” and 2) rich, striking color.

The purpose of producing the imagery was not only to offer users compelling content to personalize their devices, but also to transform the traditionally predictable stock image library into a daily source of visual inspiration for users.

The featuring of high quality, art-inspired imagery sets the brand apart as one that promotes exceptional design standards. The images come pre-loaded on the devices and are available to users globally.

For this project, we collaborated with 4 leading edge Chinese artists: Graphic Airlines, Ren Hang, Momo, and Xiaomi Keke.


We designed and photographed a series of wallpaper / lockscreen imagery for use on Nokia 820 and 920 mobile phones. We created the imagery based on two general themes: 1) “The Amazing Everyday,” and 2) rich, striking color.

The purpose of producing the imagery was not only to offer users compelling content to personalize their devices, but also to transform the traditionally predictable stock image library into a daily source of visual inspiration for users.

The featuring of high quality, art-inspired imagery sets the brand apart as one that promotes exceptional design standards. The images come pre-loaded on the devices and are available to users globally.

For this project, we collaborated with 4 leading edge Chinese artists: Graphic Airlines, Ren Hang, Momo, and Xiaomi Keke.


Nokia 920


Nokia 820


Xiaomi Keke


Graphic Airlines


Momo


Ren Hang

Then, Now, & Beyond

Shanghai Bund Investment Group

 

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The group of properties that sits at 179 Nanjing East Rd. near Shanghai’s Bund area is rich in cultural history. The buildings are in the process of restoration into a “show window of commerce, tourism, culture and life” integrating retails brands, restaurants, culture and art, as well as brand hotels to become a new fashion landmark of Shanghai. The complex will simply be known as The Central (外滩 中央).

The developers behind the project, Shanghai Bund Investment Group, engaged us to help tell the story of The Central from its turn of the 20th century beginnings to now, and beyond to the completion of the upcoming restoration / renovation.

To capture the story of The Central, we created an animation that features the icons, fashions, characters and evolution of Shanghai that weave together the rich history of the location. The animation, titled “Then, Now, and Beyond” premiered as VJ content during a performance by The Shanghai Restoration Project at the project’s groundbreaking ceremony. The animation has since been used online and together with communications / marketing materials targeting potential investors in the project and future tenants.


比邻上海外滩,位于南京东路179的地块潜藏丰富的文化底蕴,而此次复兴方案欲将其被打造为集名品店铺、餐饮、文化艺术以及知名酒店的“商业、旅游、文化和生活”窗口式地标型商圈,而其也有一个响亮的名字,The Central (外滩 中央)。

负责该项目的开发商“上海外滩投资开发集团”邀请我们为其创作一条描述二十世纪初期至今“外滩 中央”发展变迁的故事,并展现其今后将被复兴再造的风貌。

我们创作了一条动画短片来讲述“外滩 中央”的故事,其中一一呈现了上海在丰厚文化历史进程中曾出现过的偶像、时尚、特征和演变。这条名为“过去、现在、未来”的短片在上海复兴方案的奠基仪式上以VJ形式展示,并在之后作为该计划展示内容之一被广泛运用于网络及其市场部推广活动。

Year of the Horse

Gap

To celebrate the Year of the Horse, we created a limited-edition graphic tee for Gap. The tee graphic is a mosaic of an American flag made up of running horses. The tee is available in limited quantities at Gap stores in China, Hong Kong, and Taiwan throughout the festival season.


为了庆祝中国马年,我们为Gap品牌创作了一款限量版图案T恤,该T恤上的图案是以许多奔跑的马匹组成的美国国旗。此商品以限量发售的形式于新年季在中国大陆、香港以及台湾地区的品牌店铺上市。

Mobile Pop-up Store

adidas Originals

 

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For adidas Originals’ “This Is Me” campaign in China, we created a mobile pop-up store in a customized bus. The bus featured interactive consumer experiences, multimedia displays, product showcases / give-aways, and other key communications content throughout.

The mobile pop-up store went on a 5 week, 9-city China roadshow before arriving in Shanghai for activities culminating in the campaign’s grand finale party.


我们为adidas Originals在中国大陆区的“This Is Me”活动中打造了一辆移动巴士车pop-up店铺,并为其设计了整体视觉及内饰结构。巴士内部设置了多个与消费者互动的装置、多媒体展示、商品/赠品陈列,品牌的主视觉信息也被巧妙的设计在车内装饰中。

这辆移动的pop-up店铺历经五周时间在中国大陆区的九个城市进行巡回宣传,以上海站作为终点为整个活动画下完美句点。

Limited-Edition Packaging Design

Sprite

We created a set of limited-edition packaging designs for Sprite. We worked with Shanghai-based digital illustrator Elephant to bring to life the basketball and skateboarding-themed cans, which feature brand ambassadors Kobe Bryant and Jay Chou. The cans were made available throughout greater China.


我们为雪碧品牌创作了一套限量版包装设计。该设计由我们与上海数码插画师大象合作完成,结合篮球和滑板的主题分别展现出品牌代言人科比和周杰伦的明星风采。该限量款罐装雪碧在大中华区贩售。

Customized Product Design

Microsoft

For Microsoft’s ongoing limited edition artist series (and to celebrate the “Year of the Snake”), we created a unique graphic treatment for the brand’s Wireless Mobile Mouse 3500. For this project, we collaborated with Shanghai-based designer Left.


我们为微软的长期艺术家限量版系列艺术家限量版系列项目(为庆祝中国蛇年)创作了特别的插画被用于该品牌的无线便携鼠标3500。在该项目中我们与上海设计师Left共同合作。

The creative inspiration for this design concept comes from the ancient Chinese text called “Mountains and Seas,” which documents various facets of nature, geography, and biology. “Mountains and Seas” says that snakes rise from the sea each year and journey to land, only to return to sea at the end of the year. The snake is an important creature mentioned throughout the book. Furthermore, many monsters and gods that are mentioned in the book have human heads and snake-like bodies. An example of this is Fu Xi and his wife Nu Wa, the Chinese goddess who, according to legend, created the world and its people.


该设计概念的创意灵感来源于中国古籍《山海经》,其中记录了关于自然、地理与生物的方方面面。《山海经》中提到蛇会每年从海中而生,然后前往陆地,只有在年终才会再回到海里。书中也提及蛇是自然界中一种重要的生物,并且,书中的许多妖兽和神仙都是人头蛇身。比如这个设计中就是凫徯和女娲,后者在中国古代传说中创造了整个世界和全人类。


Desktop Wallpaper Design

We took characters from “Mountains and Seas” and presented them in a style that is similar to the shadow-puppets that were used by Chinese storytellers in ancient times. The red seal at the base of the mouse is Left’s name represented in a traditional artist mark. The overall result is an inspiring cultural remix full of Chinese traditional imagery and modern graphic elements.


我们借鉴了《山海经》里的人物并将其以类似中国古代皮影戏的艺术风格表现出来。鼠标尾部的艺术家签名以传统红色印章的形式呈现。总体上,整幅作品充分地体现出中国传统意象和摩登图形元素的灵感碰撞。


Packaging Design

Limited-Edition Headphone Design

Beats

We collaborated with leading-edge photographer and visual artist Chen Man to create a limited-edition Beats Solo2 headphone design celebrating the “Year of the Sheep.”

Combining elements of Chinese astrology and fortune telling together with her own hand-written calligraphy, Chen Man’s gold colorways usher in wealth, prosperity, and good fortune for the new year. The Chinese characters in the design, “Wei” (未) and “Yang” (羊 / Sheep), represent the year 2015 within the ancient Chinese “Stems and Branches” fortune-telling calendar and the traditional Zodiac astrology cycle, respectively. In a playful language pun, Chen Man adapts the pronunciations of “Wei” and “Yang” to become the English phrase “We Are Young,” a motif capturing the energy and spirit of China’s modern creative class.


我们与先锋摄影师兼视觉艺术家陈漫联手在农历未羊新年之际,将漫式视觉艺术注入活力节拍——呈现未羊年限量版Beats Solo2耳机。

陈漫从中国的天干五行、象征财富的符号中汲取灵感,以金色手写书法呈现未羊之概念,寓意新的一年里滚滚而来的财富、繁荣和好运。中国古代的天干地支算命日历和传统的十二生肖记录方式中,羊对应的是,所以2015年是未羊年;“Wei” ()“Yang” ()同时又与英文“We Young”谐音,而将“Wei”“Yang”的发音变成英文词组“We Are Young”(我们正年轻)恰恰契合了中国创意阶层的能量和精神。

Art Inspired iPhone Cases

Mocamomo

In collaboration with Mocamomo, we created an exclusive collection of art-inspired iPhone cases that featuring work from Chinese artists and designers.

Representing a variety of styles and mediums including illustration, photography, graphic design, and painting, each case is unique and shows off a little piece of Chinese creative culture.

The collaboration brings together 8 leading-edge Chinese artists: Nini Sum, Nanguazi, Huzi, Ren Hang, Xiaomi Keke, Fatty Chen, Tanse, and Hua Tunan.


我们与Mocamomo合作,创作了一组由中国艺术家和设计师参与的“艺术启迪”iPhone手机壳系列。

该系列涵括各种艺术风格和手法:插画,摄影,平面设计和绘画。每一个手机壳都代表着中国创意文化的一部分。

此次合作联手八位中国先锋艺术家共同完成,他们分别是:Nini Sum, Nanguazi, Huzi, Ren Hang, Xiaomi Keke, Fatty Chen, Tanse, 和 Hua Tunan.


Nini Sum / Catch the Seagull

 

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Nanguazi / The Dream

 

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Huzi / Needle

 

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Ren Hang / Aeroplane

 

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Xiaomi Keke / Harmony 

 

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Fatty Chen / Weirdo

 

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Tanse / Bluffing

 

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Hua Tunan / Tiger

 

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