Tag Archives: shanghai

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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“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

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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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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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