Tag Archives: shanghai

“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

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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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

BeatsX 遇见 X 种自由

Beats By Dre

 

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We created a campaign for Beats By Dre’s BeatsX wireless earphones that explored the concept of “Freedom of Wireless” through the stories of four very different creative talents. Chacha, a music producer and songstress. Hurricane, a street artist, tattooist, entrepreneur, American football enthusiast, and fitness guru. Lee Wen Hsin, a skateboarder, contemporary dancer, and performance artist. Guan Chun and Xiang, a creative couple with established careers in painting and photography.

The campaign shows how BeatsX plays an integral role in the creatives’ unique lifestyles, while giving audiences tangible ideas of what “Freedom of Wireless” could mean in their own lives.


我们为配合Beats By Dre全新无线耳机产品的上市为其创作了一系列的“发现X种自由”推广内容,并通过四位风格迥异的创意人故事去表达他们各自追求自由的方式。Chacha – 音乐制作人和女歌手。哈里 – 街头艺术家/纹身师/创业人及美式橄榄球爱好者,同时也是一位运动狂人。李文心 – 滑板爱好者/现代舞者/表演艺术家。官纯和孙瑞祥 – 擅长画画和摄影的创意夫妻档。

该系列内容展示了在这些艺术家们的日常生活中BeatX扮演着不可或缺的角色,让消费者从更多角度去了解和发现自己生活中所谓自由的定义。


CHACHA X 乐

 

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Chacha is one of the most exciting and celebrated independent artists in China today. Her music is an eclectic mix of genres that’s accompanied by haunting vocals and quirky lyrics, which work in tandem to sweep listeners into a unique, ethereal soundscape. Check out the film above to learn more about how she pulls together a new song and what inspires her along the creative process from original concept to live performance.


Chacha是目前国内最炙手可热的独立音乐人。她的音乐中贯穿着慵懒的哼唱与另类的歌词呈现多变的风格,会让听者浅浅的沉浸于其中。点击短片观看她的新歌创作过程,了解她是如何在创作初期和现场表演的过程中不断的得到创作灵感。


HURRICANE X 闯

 

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Hurricane is one of the busiest, hardest working creative in China. He’s a jack-of-all-trades who can’t sit still. He somehow finds a way to manage his CrossFit studio, tend to his tattoo clients, scratch his street-art itch, keep up his personal fitness regiment, and hit the gridiron for a pick-up game of football. Check out the film above to learn more about his fast-paced lifestyle and how he fits it all into his daily routine.


哈里大概是国内最忙最勤奋的创意人之一。他是一个完全停不下来的人。在管理健身工作室,为客人纹身,涂鸦,健身训练,和去橄榄球场打个临时赛之间找到了完美的平衡法。点击短片了解他在如此快节奏的一天中是如何井然有序的完成所有事情。


LEE WEN HSIN X 舞

 

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Lee Wen Hsin is a woman of many creative talents. Whether gliding through the city on her skateboard or gliding through the air at any one of her dance performances, she possesses a grace and elegance all its own in the performance art world. Her modern dance style is the ultimate expression of freedom and release. Check out the film above as Lee takes us to great heights for a modern dance performance on a Shanghai rooftop.


李文心,一个集众多才能于一身的女生。无论是在城市中玩滑板,还是徜徉在自己的舞蹈中,她的表演总是带着一份优雅和脱俗气质。她所呈现的现代舞是她对自由和释放的最好表达。点击短片让李文心带着我们一起来到上海某处的楼顶来一场现代舞演出。


CHUN & XIANG X 创

 

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Guan Chun is one of China’s most established and well-known illustrators and painters. Her husband, Xiang, is an equally renowned photographer. Together, they are a powerhouse creative duo who seems like a match made in heaven. Check out the film above to learn how the two compliment one another and harness each other’s creative energy in their shared workspace.


官纯,国内知名插画师和画家。她的老公孙瑞祥,也是一名知名摄影师。他俩一起完全就是一对天造地设的完美创意组合。点击短片看他们是如何在同一个工作室里彼此激发各自的创意灵感。

Gou Pengyou

Airbnb x Eddie Peng

We collaborated with Airbnb to help create a “Night At” campaign featuring A-list actor-turned-Airbnb-host Eddie Peng titled Gou Pengyou / 够彭友. The tagline is a fun play on words with Eddie’s surname (彭) and the word for friend (朋友) in Chinese, meaning roughly, “Eddie’s got you covered, like a good friend.”

The campaign brought together four lucky winners for am epic get-away weekend stay at Eddie’s very own Airbnb listing in Shanghai. Like all Airbnb hosts, Eddie curated a magical experience for his guests, sharing his personal, off-the-beaten-track tips and recommendations about how best to enjoy his neighborhood and the city. Eddie even surprised his guests a few times throughout the weekend to show them around town.

The weekend was filled with great fun, big laughs, and even some tears as Eddie and his new friends got to know each other. Check out the campaign film to see how it all went down.

“Gou Pengyou” was a collaboration between Airbnb’s internal art & design team, Neocha (creative storytelling / content creation). Pure (event planning / execution), and Beamy.


我们与Airbnb合作,共同制造了一场以演员彭于晏作为Airbnb房东的“奇屋一夜”活动,代号“够彭友”。此次活动代号将彭于晏的姓与朋友两个字谐趣结合,示意“够朋友的彭于晏帮你搞定一切。”

此次活动将四位幸运房客聚集在彭于晏位于上海的秘密基地,并一起度过了一个难忘的周末。像所有Airbnb的房东一样,彭于晏为房客们精心准备了一趟精彩的旅程,他和大家一起分享旅行见闻,他的私人路线,让房客真正体验了一把他眼中的城市样子。彭于晏也有在这2天的行程中惊喜出现并亲自带领大家一起四处游览。

这是一个充满欢声笑语和感动泪水的周末,彭于晏也因此与房客们拉进了距离。观看此次活动的记录短片以了解更多。

“够彭友”是由Airbnb内部美术和设计团队,Neocha(故事创意 / 内容制作),Pure(活动策划 / 执行)以及Beamy联合完成。


Campaign Teaser

 

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Campaign Film

 

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Campaign Key Visuals


Stereography 


 

Event Photography


 

Campaign Collateral 

10 Year China Anniversary

Vogue

 

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“Vogue: Beyond Beauty” featuring Sasha Pivovarova


To help celebrate Vogue’s 10th anniversary in China, we collaborated with super models Anja Rubik and Sasha Pivovarova to create two short films that accompanied renowned fashion photographer Chen Man’s cover story for Vogue’s February 2016 issue. The issue, titled “Beyond Beauty (美, 不至于貌)”, is dedicated to showcasing strong, independent women who live and love fashion, but who also have meaningful side projects beyond glamour.

The films tell the story of Anja and Sasha’s effortless beauty in front of the camera, but also of their other talents off the runway: Sasha, being an experienced visual artist with her paintings and illustrations, and Anja, being a budding literary star with her writing and publishing work.

The films were shot in Shanghai at The Peninsula Hotel, with hair by Bill Watson, makeup by Daniel Zhang, and styling by Candy Lee.


为庆祝Vogue中文版上市10周年,我们在知名时尚摄影师陈漫为Vogue 2016年二月刊拍摄超模Anja Rubik和Sasha Pivovarova的封面故事时与2位超模合作完成了两支视频短片。这一期取名“美, 不至于貌”,是为了展现喜爱并活在时尚中的女性,坚强独立的迷人魅力以及深层内涵。

短片讲述了Anja和Sasha在镜头前与生具来的美貌,也同时展现了她们在T台之外的个人天赋:Sasha是一位在绘图和插画方面经验丰富的视觉艺术家,而Anja则是在文字及出版界初展头脚的文学新星。

短片拍摄于上海半岛酒店,发型师:Bill Watson,化妆师:Daniel Zhang,造型师:Candy Lee。


 

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“Vogue: Beyond Beauty” featuring Anja Rubik


Vogue – 10 Year China Anniversary “Beyond Beauty” Cover Story, by Chen Man

Take It To The Streets

adidas Originals

 

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We developed an out-of-home (OOH) campaign to support adidas Originals’ ZX Family “Take It To The Streets” campaign. The campaign leveraged guerrilla-style executions of wheatpaste street art posters throughout Beijing and Shanghai.

The posters were 1-to-1 full body-sized photography portraits of street-fashion models styled in adidas Originals’ looks wearing different ZX footwear. The posters were given a raw, selective desaturated treatment in which the models were made a muted black-and-white, while the ZX footwear were made bright and bold. The model poses in the posters were pre-designed to fit a variety of unexpected and interactive urban environments. The concept integrates different ZX footwear with street fashion and culture in an authentic, creative way.

We created a short documentary to capture the whole effort, from model photography and styling in our studio, to the graphic design and poster production, through to our street art teams in Beijing and Shanghai executing the artwork in the cover of night.


我们为配合adidas Originals ZX Family系列的“Take it to the Streets”宣传活动展开了一场游击式街头艺术活动,该活动在北京和上海两座城市以wheatpaste的街头海报形式呈现。

这些街头海报将穿着Originals服装配以不同ZX鞋款的街头造型依照真人比例印制而成。海报中的模特部分均呈低饱和度黑白原始效果,旨在让脚上的ZX系列鞋款以其固有配色凸显出来。让其巧妙地与城市环境相容并带有互动性,我们预先设计了这些模特姿势。此次概念将不同的ZX系列鞋款与街头时尚、文化和态度以极具创意且真实的方式完美融合。

我们同时为此次执行拍摄了一条短片以记录整个创作过程,从模特造型、棚拍到图片设计,再到最我们在北京和上海的连夜执行全过程。

Year of the Monkey Campaign

Beats By Dre

We created a Chinese New Year campaign for Beats By Dre to celebrate the Year of the Monkey. The campaign theme of 感官新启 encourages us all to “Open Up” our senses and curiosity to new thoughts, to new ideas, and to new influences in order to “See It All,” “Hear It All,” and “Say It All” in the new year.

The keystone of the campaign was a product design collaboration with internationally renowned artist James Jean to create a custom headphone. The campaign also featured storytelling support from Chinese celebrities and tastemakers Jing Boran (actor, representing “See It All”), Ouyang Nana (cellist, representing “Hear It All”), and Rosie Yang (singer, representing “Say It All”).

The campaign ran in greater China and other Asia ​markets, with product available online and in-store throughout Asia.


为迎接中国传统猴年的到来,我们为Beats by Dre 品牌创作系列广告。广告主题“感官新启”激励我们在新的一年敞开心扉,打开好奇地迎接新的挑战与机遇,看心中所想,听心中所愿,说心中所念。

这支广告片的主角是与国际知名先锋艺术家James Jean合作设计的限量版耳机。该系列广告同时还邀请到井柏然 (演员, 代表”See it All”), 欧阳娜娜 (大提琴演奏家, 代表”Hear it All”), 杨凯琳 (歌手, 代表”Say it All”)来讲述与这款限量版耳机之间的故事。

该系列广告正广泛应用于大中华和亚太地区。产品已在官网发售也可在亚太地区的Apple店铺内购买。

 

The product design collaboration showcases James Jean’s signature style in a special edition “Year of the Monkey” Solo2 wireless headphone. The concept behind the design is an unexpected play on the traditional story of The Three Wise Monkeys who “see no evil, hear no evil, and speak no evil.” Jean turns the classic proverb on its head – exploring the way we see, hear, and communicate in a modern context. His three monkeys are no longer unknowing; they can see it all, hear it all, and say it all in an instant. They are awakened, empowered, and curious. Hidden in a camouflage of flowing, white-hot flames, the monkeys’ senses are open to the energy and inspiration of a new age.


这次推出的 Beats x James Jean 猴年特别版 Solo2 Wireless 耳机设计,展现了艺术家 James Jean独特的个人风格。这次 James 的创意来源于谚语故事中“三不猴”, 分别代表 -“非礼勿视, 非礼勿言, 非礼勿闻”, 而他在设计中将“三不猴”彻底颠覆, 用自己的方式进行重新诠释。在他的设计里, 三只猴子不再是无知无视无闻。三只猴子的好奇心被唤醒, 各种感官被打开, 从而获得源源不绝的灵感。2016年五行属火, James 也以火隐喻灵感, 而感官新启的三只猴子也分别隐身其中, 闪耀着创意之火, 创世之趋。


Product Packaging Design

For the campaign we also created 15 and 30 second animated spots, campaign key visuals featuring product and brand ambassadors, a series of short films featuring brand ambassadors, a 15 second spot that aired in New York City’s Times Square jumbotron screen, and a special packaging set for premium product seeding.


我们为该系列广告也创作了15秒及30秒版本的动画,广告主视觉,产品代言人广告大片, 系列产品代言人广告短片,及一支播放于纽约时代广场的15秒广告大片,还包括一套限量版产品包装设计。


Campaign Spot (30 Seconds)

 

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Campaign Spot (15 Seconds)

 

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New York City / Times Square 

 

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Print Campaign Key Visuals


Jing Boran / See It All

 

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Ouyang Nana / Hear It All

 

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Rosie Yang / Say It All

 

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感官新启 / Open Up, featuring Jing Boran, Ouyang Nana, & Rosie Yang

 

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Apple In-Store Event / James Jean