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

The Comfort Expert

Schick

China’s young pathfinders and future-makers know that personal achievement comes from having the confidence to get out of your comfort zone.

We created a launch campaign that positions SCHICK舒适 as, not just the comfort expert that it is, but also a partner to young men on their quests for success in modern China.

Campaign storytelling presents Schick舒适 as an indispensable, integral part of the morning routine for cast of characters representing a cross section of China’s GEN Z.

SCHICK’s incredibly comfortable, smooth, great-looking shave provides that extra boost of confidence at the start of the day to help guys get out the door and, more importantly, out of their comfort zones.

中国的年轻开拓者和未来创造者们知道个人成就来自于勇于跨出舒适圈。

我们与Schick舒适品牌合作开展了市场广告企划，将Schick舒适不仅定位为你的舒适专家，同时也是现代年轻人在成功道路上的合作伙伴。

广告视频故事讲述了Schick舒适作为现代年轻人晨起常规准备中必不可少的一部分，并侧面反应了中国90/00后的生活状态。

Schick产品令人难以置信的舒适、光滑与完美的剃须体验，能够在一天之始为你带来更多信心，帮助你摆脱困境，更重要的是，敢于跨出自己的舒适圈。

Campaign Spot (90 seconds)

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CAMPAIGN MANIFESTO

For 30 years, we’ve been busy in our laboratory researching and developing leading-edge innovations in shaving COMFORT.

COMFORT is at the heart of everything we do. It’s our DNA, it’s even in our name!

We ARE the COMFORT EXPERTS.

As you look in the mirror and decide who you want to be today…or tomorrow…or maybe in 10 years, we’re there with you every step of the way doing what we do best: delivering the most comfortable, smoothest shave possible.

We put you deep in your comfort zone at the start of your day, giving you the confidence to get out of it for the rest…because life begins at the end of your comfort zone.

So go and do something uncomfortable today…

Find new paths. Ponder new ideas.

Explore, discover, and experiment. Go on an adventure!

Stay curious. Embrace a little bit of the unknown.

Challenge yourself. Surprise yourself. Dare yourself. Scare yourself!

Conquer a fear. Take a risk. Chase a dream.

Make your most comfortable moments be with Schick 舒适, but don’t stay comfortable for long.

We’ve got your morning shave…you’ve got the rest!

Schick 舒适 — The Comfort Experts…..it’s in our name!

品牌宣言

一直以来我们专注于对「舒适」的研究，

由「舒适」而生，为剃须而制，

我们是「舒适」专家。

我总喜欢在起床后对着镜子想一下今天该做些什么，

以后又会成为怎样的自己，

不想再安于现状，就趁现在推自己一把，

及时跳出舒适圈挑战更多可能，

让「舒适」带给我舒适自信，

以舒适的姿态勇敢跨出圈，

在舒适圈外获得更丰富的人生，

认准的事儿，

就要义无反顾，

我会抓住那些一闪而过的灵感，

让想象力成为动力，

好玩的事儿一定无处不在,

再探索一下生活的更多可能性,

不断尝试，为改变迈出自己的一步

剃须的事交给「舒适」，剩下的就看你了！

真正的精彩从「舒适」开始，但我的人生不止于舒适。

想做什么，就去做。

要「舒适」，不要圈。

「SCHICK 舒适」，恰如其名 , 你的舒适专家！

Campaign Spot (15 seconds)

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Campaign Spot – Still Frames

Campaign KVs

Campaign Product Shots

Power, Comfort, Energy

Lycra Sport

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We created an informational spot to explain Lycra Sport’s PCE (Power, Comfort, Energy) index and showcase the brand’s innovative fabrics.

The PCE index is used across unisex garments to provide users with a second-skin fit and superior performance when engaging in a wide range of athletic movements and exercises. The spot also serves as a directory for consumers to choose products that best suit their needs.

The final output was used on digital media throughout Greater China and in-stores globally.

我们为LYCRA® SPORT (莱卡®运动) PCE (力度，舒适度，能量) 三维性能指标创作了一条视频短片，并借此阐述其先进的面料科技。

PCE指标适用于男女运动服装，为用户在广泛的运动和锻炼中提供贴合皮肤的体验和卓越的性能。该短片也被作为购物指南，让消费者通过对面料科技的深入了解选择出最适合自己的产品。

这条视频短片被广泛运用于全球店铺及数字媒体传播。

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 Pictures和Gungho 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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Move To Your Own Rhythm

Lycra

In support of Lycra’s presence at the Yo’Hood fashion tradeshow in Shanghai, we developed a fun, interactive H5 game that showcases the brand’s cutting-edge fabric technology and product materials.

The H5 game was aligned with the brand’s tradeshow tagline of “Move to Your Own Rhythm.” Game players were tasked with creating their own pop band complete with unique songs and dance routines via intuitive inputs for movement, sound, beats, vocals, and even apparel / styling details.

The pop-band characters were playfully (and unexpectedly) reimagined and modernized as classic Roman sculptures. The statues are stiff and stationary, but once outfitted in Lycra apparel, they come alive and “get moving to their own rhythm.”

In-game controls allow players to customize their pop group as they see fit. The controls trigger musical and outfit changes: jeans, leggings, sporty tops, and swimwear come on and off in tandem with the addition and subtraction of musical elements. Once the player is happy with how everything looks and sounds, the game generates a sharable poster summarizing their personality based on their in-game choices. Tapping the band members on the final poster also opens product pages where players / friends can easily shop their favorite outfits.

The playfulness and whimsical humor of the game’s design, animation, and music all come together to showcase the distinctive brand spirit of Lycra.

In addition to the H5 game, we also developed the on-screen content inside Lycra’s Yo’Hood booth, which linked brand videos with the Roman stature character motif and our H5 game.

我们为莱卡品牌在YoHood潮流盛典上的展出，制作了一款趣味十足的H5互动小游戏，在该H5小游戏中，我们将莱卡品牌先进的纤维技术和使用莱卡技术的品牌服装一一呈现于玩家眼前。

该H5小游戏基于莱卡品牌 “动静自由，弹力无限” 的品牌宣言，玩家通过不同按键选择不同的音效及舞姿组成一个自己的阿卡贝拉乐团，在游戏过程中，玩家根据游戏中的提示完成动作，音效，服装风格的选择，从而制作出一个歌舞同步的天团。

阿卡贝拉乐团里的人物形象均出自罗马雕塑原型，通过创意的重新构想让其以自由灵动的方式呈现。这些原本生硬僵直的雕像一旦穿上了运用莱卡纤维技术的现代服装，便会轻盈舞蹈，与 “动静自由，弹力无限” 的主题完美契合。

游戏中的控件允许玩家自定义乐团的组成。这些控件可触发对应的音效和服装：牛仔裤，运动legging，运动上衣和泳装，随着不同的音效的添减产生不同的乐团风格。一旦玩家确定所有所选的搭配和音乐，即可生成一个可分享的海报，根据玩家在游戏中的选择，其个性标签会出现在分享的海报上。点击最终生成的海报页面上的任一乐团成员，也可链接到对应的产品的购买页面，一步实现从玩到买的一站式购物体验。

整个游戏的设计将诙谐的动画和趣味十足的音乐融合在一起产生了出其不意的效果，也充分展现了莱卡品牌的独特精神。

除了H5小游戏外，我们还为Lycra在YoHood的展位制作了视频内容，在其展位现场的屏幕循环播放。该视频短片将品牌介绍短片与H5游戏中的罗马雕像形象以动画的形式进行串接，让其所有视觉内容变得更为统一。

“Move To Your Own Rhythm” H5 Game

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YoHood Booth

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YoHood Booth On-Screen Content

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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

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.

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。

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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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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