Tag Archives: video

FIERCE IS YOU / 天生无束

Abercrombie & Fitch

As an extension of Abercrombie & Fitch’s S/S 2019 “Face Your Fierce” campaign, we collaborated again with Chinese pop star and motorcycle racer Wang Yibo to create the brand’s F/W 2019 “Fierce Is You” campaign.

Outside influences, others’ opinions, societal labels—none of these are reasons 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 fierce and fearless. He’s at the 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 telling 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 young people to be to their fullest selves and tap into their fierceness as a way to overcome self-doubt, try new things, and ignore the critics.

For the F/W 2019 campaign, we “head home for the holidays” with Wang Yibo in a cozy, seasonal-inspired shoot at his home while he shares his thoughts on what “Fierce Is You” means and gives us a preview of his exclusive “A&F x Wang Yibo” capsule collection.

The campaign ran in nationwide online / offline media, retail outlets, e-commerce platforms, and select brand events.


我们延续了Abercrombie & Fitch 2019春夏季系列#Face Your Fierce 天生无束# 的主题进行了品牌秋冬季系列一系列的中国市场推广,同时通过平面硬广及视频短片的形式来深化该主题,使其适用于中国市场线下与线上市场的传播推广需求。

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。

也有人像王一博一样,他们知道未来属于无所畏惧的人。他在音乐和摩托车赛车中已经处于顶级位置,但他依旧会尝试更新的领域——比如滑板。即便他是个新手,也没有什么可以阻止他的步伐,刮擦和摔倒后,他会站起身再来一次。他让所有的质疑者刮目相看,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,摒弃自我怀疑、尝试新事物,忽略那些指指点点的看客。

此次2019秋冬系列,我们与艺人王一博一同以“悠享假日”为主题拍摄了节日气氛的视觉平面与视频,充分展示了他对于品牌节日系列服饰及#FIERCE IS YOU 天生无束#主题的理解,并与品牌联名合作推出“A&F x Wang Yibo”系列。

该套物料内容被广泛应用于线上社交媒体,天猫,品牌店铺及线下活动。


Campaign Videos

 

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Key Visuals

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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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 are reasons 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 fierce and fearless. He’s at the 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 telling 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 young people to be to their fullest selves and tap into their fierceness as a way to overcome self-doubt, try new things, and ignore the critics.

The campaign ran in nationwide online / offline media, retail outlets, e-commerce platforms, and select brand events.


“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。

该套物料内容被广泛应用于线上社交媒体,天猫,品牌店铺及线下活动。


Campaign Teaser

 

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GIFs


Key Visuals

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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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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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

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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90/10

adidas

 

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To support the release of the newest addition to adidas Athletics’ high-end luxe outerwear line, Z.N.E, we explored the brand’s 90/10 concept (90% mental focus, 10% everything else) in a short film series.

The films feature Ningze Tao, a gold medal winner and Olympian swimmer; Hui Ruqi, the captain of the China women’s national volleyball team; Eddie Peng, a renowned actor and fitness buff; and Janine Chang, a celebrated actress and running enthusiast.

The series looks at how to deal with everyday distractions in order to find complete focus in preparing for our next endeavor (on or off the field).

Using premium fabrics suitable for both spring and summer, the new Z.N.E. jacket is designed with pre-game comfort in mind. Inside the hood, a sewn mantra reminds athletes to maintain a constant state of focus.


我们为阿迪达斯“运动型格系列”的高端户外新品Z.N.E发布,创作了一系列挖掘品牌90/10概念(90%的全心投入加10%的无限可能性)的短片。

我们与宁泽涛(游泳运动员),惠若琪(排球运动员),彭于晏(演员/运动狂热份子)和张钧甯(演员/跑者)共同合作完成该系列短片。

短片中,镜头跟随着四位主角,看他们如何在赛场内外对抗干扰,做到全神专注地投入。

新款Z.N.E 90/10连帽外套采用适合春夏穿着的高端舒适面料,为轻松备战而设计。更在连帽内侧植入专注箴言以激励运动员保持专注状态。

 

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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