Tag Archives: photography

FACE YOUR FIERCE / 天生无束

Abercrombie & Fitch

 

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We created a campaign for Abercrombie & Fitch titled FACE YOUR FIERCE, featuring Chinese pop star and motorcycle racer Wang Yibo.

Outside influences, others’ opinions, societal labels—none of these is a reason not to live life to the fullest. Being young means taking risks and chasing dreams. But too many young people today, faced with a challenge or trying something new, are paralyzed by fear. They second-guess themselves and don’t realize what they’re capable of.

Others, like Wang Yibo, know that the future belongs to the fearless. He’s at top of his game in music and motorcycle racing, but he isn’t afraid of stepping into unfamiliar terrain, like skateboarding. He may be a novice, but he doesn’t let that stop him, and after every scrape and spill, Yibo just dusts himself off and tries again. He tunes out the naysayers who tell him to stick to what he knows, because for him, the challenge is the allure: failure is just a pitstop on the road to success. His story inspires kids to be to their fullest selves, overcome self-doubt, try new things, and ignore the critics.


“天生无束”是我们为 Abercrombie & Fitch 创设的广告案例,由中国流行歌星和摩托手王一博代言。

外界的论点,大众的眼光,社会的标签——这些都不应是束缚自己的理由。年轻,意味着冒险和追逐梦想。但当下有太多年轻人,在面对挑战或尝试新事物的时候,会被恐惧所支配。只有当他们回看的时候才会意识到自己的能力。

但还有另一批人,就像王一博,他们知道未来属于无所畏惧的人。王一博在音乐和摩托车比赛中名列前茅,但他并不害怕踏入不熟悉的领域——比如滑板。在这个领域他是个新手,可什么都不能阻止他的步伐,每一次刮擦和跌倒后,王一博拍一拍身上的尘土,就从头再来。他让所有的反对者都刮目相看,因为对他来说,挑战本身就是最大的吸引力:失败只是通往成功之路上的一块垫脚石。他的故事激励新生代充分发挥自己,克服自我怀疑、尝试新事物,忽略那些指指点点的看客。


Campaign Teaser

 

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Wild Like Us / 野如我们

Beats By Dre

We created the Chinese New Year campaign for Beats By Dre to celebrate the Year of the Pig.

The traditional zodiac characterization of the pig stands in stark contrast to the youth of China today.

A pig is cute, lazy, kept in a pen, simple, docile…it is prey. China’s youth certainly aren’t pigs.

For this campaign, we told the story of this bold generation not via the pig, but rather via the boar…the pig’s renegade cousin. A boar is full of energy, proactive, free, untamed, brave, fierce, ambitious. It is a predator; it is wild!

The 野如我们 (WILD LIKE US) tagline we developed for the campaign riffs on the 野 character (which means “wild”) in the Chinese word for boar (“野猪”) which literally translates to “wild pig”.

野如我们 “WILD LIKE US” celebrates China’s young generation; a generation bravely moving creative culture forward, fearlessly expressing itself, and, simply put, hell bent on living a wild, carefree lifestyle. For those who aren’t already on board, the campaign was a call to action to join the movement.


为了庆祝2019中国新年的到来,我们为Beats By Dre品牌创作了猪年迎新主题创意内容。

当下的中国年轻人与传统生肖中猪的形象大相径庭。

“猪”给人的概念总是可爱的,被动的,简单的,温顺的。它们被圈养,是猎物。而中国年轻人并非如此。

这次我们希望通过对比“家猪”和“野猪”来讲述一个大胆的新一代的“野”性故事。“野猪”是狂野的,主动的,自由的,勇敢的。它们能量满满,雄心勃勃,是捕猎者。

“野如我们”从“野”出发,阐述展现了“野猪”的特性。

通过“野如我们”这一主题概念,我们将这一群新不走寻常路的新兴人类推至聚光灯下,将他们大胆推动文化前进,无畏表达自我,无所顾虑的“野性”特质展现出来。


Product Design

To support the campaign, we designed a Special Edition Beats Solo3 Wireless product.

The product features an obscured boar head created with clean, abstract, modern line-art. The boar head presents a fierce, brave expression that captures the attitude and outlook of today’s young generation. The white and grey colorway was chosen to be anything but the expected reds associated with Chinese New Year. The gold hits are a nod to holiday wishes of good fortune and prosperity.

We also designed the retail packaging for the product, as well as a special, limited-edition VIP packaging set.

The product is available online and in-store throughout Asia.


我们也为这次的主题内容设计了Beats Solo3特别限量版耳机。

产品侧身以简练,抽象并富现代感线条构成野猪头的形象。野猪头表达了一种无畏勇敢的精神,捕捉了当今年轻一代的态度。以白与灰的色彩搭配替代中国新年惯用的传统红色,再加以象征财源广进的金色点缀使其与众不同。

我们还同时为该产品设计了零售店版包装,及限量版VIP包装。

该款产品已在官网发售,也可在亚太地区的店铺内购买。


Retail Packaging Design


Limited-Edition VIP Packaging Design


 

Marketing Campaign

 

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To bring the campaign alive, we developed video and photo storytelling assets featuring A-list celebrity / Chinese rapper / brand ambassador Kris Wu, and a cast of emerging creatives, athletes, and cultural influencers, such as musicians Gao Jiafeng, Gouachi (a.k.a. DJ Tina), rapper Zhuo Zhuo; fashion designer and vlogger Xiao Pihai; skateboarder Yang Xihuan; basketball star Zhang Ning; b-boy A Suan; and visual artist Rainbo.

The videos were directed by breakout talents BRTHR, with support from production partners Serial Pictures and Gungho Films.

The key visuals were shot by internationally renowned photographer Jeremy Deputat.

On-set photography was captured by David Yan.

The campaign ran in all media throughout greater China.


为了更生动地展现该主题,我们也创作了视频短片及平面主视觉广告片,并由一线明星/说唱歌手及品牌代言人吴亦凡领衔,汇集一波新兴的创意人,运动员及文创意见领袖共同演绎。其中包括:音乐制作人高嘉丰,DJ Gouachi,新生代说唱歌手卓卓,潮流达人及vlogger小屁孩,滑手杨浠镮,篮球运动员张宁,B-boy阿酸,以及视觉艺术家Rainbo

我们与才华横溢的导演组合BRTHR及制作公司Serial PicturesGungho Films共同合作完成视频短片的拍摄。

平面主视觉广告片由国际知名摄影师Jeremy Deputat掌镜。

现场摄影师为David Yan。

所有产出的创意内容在大中华区全媒体使用。

Campaign Spot (30 Seconds)

 

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Campaign Spot (15 Seconds)

 

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Print Campaign

For the print campaign, we worked with internationally renowned photographer
Jeremy Deputat
to create a series of key visuals.

The print campaign was released in the brand’s digital channels, brand stores, and high traffic out-of-home locations in major Chinese cities.


我们与世界知名摄影师Jeremy Deputat合作拍摄了一系列平面主视觉。

这套主视觉发布于品牌的线上媒体平台,品牌线下店铺,以及中国主要城市的高人流量户外场所。


 

Out-Of-Home

 

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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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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.



Make The Invisible, Visible

ASICSTIGER

We created a campaign for ASICSTIGER bringing alive the concept of “Make The Invisible, Visible” (要你显型). The concept focuses on the brand’s seasonal hero product GEL-Lyte V Sanze’s new “visible GEL technology” (featured on the outside of the shoe in a tangible way for the first time in 30 years of the technology’s history).

The campaign storytelling conveys a sense of discovery and exploration required in all that we do in order to uncover what is usually not initially apparent; to go beyond just scratching the surface to “Make The Invisible, Visible” and​ reveal to yourself unlimited possibilities.

For the campaign kick-off, we created a brand film and key visuals featuring celebrity actor and style-maven Ji Lingchen (纪凌尘), as well as a KOL seeding pack shared with key brand collaborators and ambassadors throughout the region.

The campaign was carried online, OOH, and in-stores throughout Greater China.


我们为ASICSTIGER构思了一整套以“要你显型”为主题概念的创意内容,以生动形象的方式将“要你显型”诠释出来。此创意概念聚焦于其明星产品GEL-Lyte V Sanze的全新“GEL可见技术”(这是GEL“凝胶”技术诞生以来首次被直接呈现于鞋跟的外观设计中)。

通过讲故事的手法希望传达给人们一种无论做什么事都应抱有一种“发现与探索”的精神,去探寻那些被隐藏在表象之下的事物,而不仅仅只是停留在事物的表面,让隐藏“显型”,为自己打开无限可能。

为迎合该主题活动的上线,我们与艺人兼时尚界新星纪凌尘合作,创作了一支品牌形象短片及其主视觉。除此之外,我们也为品牌设计并制作一套限量版礼盒包装,以此来与品牌爱好者及KOL分享。

有关该主题的所有相关创意内容被广泛应用于品牌大中华区的线上,户外及店铺内。

 

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Campaign Hero Footwear


Seeding Pack

 

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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!

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

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

Seasonal Campaign

ESPRIT

 

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For China’s annual shopping holiday (November 11), we created a seasonal campaign for ESPRIT featuring supermodel and “IT Girl” You Tianyi. Like ESPRIT, You Tianyi is all about positive vibes, having a good time, and of dancing like nobody is looking. In the same spirit, we developed lighthearted, carefree storytelling that was captured in a playful lookbook video coupled with a series of fun still images showcasing key seasonal looks. The campaign ran via social media and on the brand’s T-Mall online store, helping to drive record sales during the sales period.


我们为ESPRIT品牌在中国双十一购物狂欢节期间的线上活动创作了一条产品系列广告,此次广告邀请了超模 / “IT Girl”游天翼合作。游天翼用轻快肆意的舞步带给人积极欢乐的氛围,这正与ESPRIT的品牌精神如出一辙。基于同样的精髓,我们以轻松愉悦的方式呈现一份趣味十足的产品目录宣传片以及一系列展示季度主打产品的平面硬广。该广告被广泛运用于社交媒体及品牌天猫官店,为其在购物节期间引领销量。