Monthly Archives: April 2016

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

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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。

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1969 Denim​ ​- Premium Jean Fit​s​

Gap

 

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We created a series of videos for Gap 1969 Denim to help consumers understand the benefits of and differences between 10 mens and womens premium jean fits offered by the brand. The videos were used​ ​online and in-store​ ​in the greater China region,​ ​with type treatments​ ​created in three languages: English, Traditional Chinese,​ ​and​ ​Simplified Chinese.

我们为Gap 1969创作了一系列广告短片以便让消费者全面了解该系列的十款优质男女款牛仔裤的特性。这些短片分别有英文、繁体中文和简体中文字幕版，被广泛运用于大中华地区的网络和品牌实体店铺。

 

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Mens – Slim

 

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Womens – Sexy Boyfriend

 

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Mens – Straight

 

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Womens – Real Straight

 

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Mens – Boot

 

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Womens – Perfect Boot

 

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Mens – Authentic Skinny

 

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Womens – Always Skinny

 

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Mens – Standard

 

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Womens – Legging

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Sleek Can Campaign

Sprite

We created a campaign key visual for Coca-Cola to support the company’s new “sleek can” portfolio in Greater China.

The KV features a refreshing Sprite beverage bursting in the face of a pleasantly surprised young woman.

This project was done in collaboration with Ogilvy & Mather, with photography shot by agency creative director Adam J. Schokora.

我们为可口可乐在大中华地区全新上线的“摩登新罐”拍摄了平面主视觉广告。

该平面广告呈现出清爽怡凉的雪碧汽水被打开时的瞬间迸发为画面中的女生所带来的惊喜。

我们与Ogilvy & Mather合作完成该项目，平面摄影部分由本机构的创始人兼创意总监的Adam Schokora亲自掌镜。

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Summer Campaign Lookbook

Levi's

We created a summer campaign lookbook for Levi’s mens line. The campaign features celebrity brand ambassadors Gao Yunxiang (actor) and Yang Zongwei (songwriter / pop star). The imagery tells a story of classic Americana aesthetics while showcasing seasonal denim looks. The campaign was shot on location in Shanghai by agency creative director Adam Schokora.

我们为Levi’s品牌的男装系列拍摄了夏季产品目录，这些平面照片不仅展现了品牌合作艺人演员高云翔和流行歌手杨宗纬的独特个性，也在表现新季度牛仔设计的同时呈现了经典的美式风。该系列平面摄影由本机构创意总监Adam Schokora掌镜并于上海完成拍摄。

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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

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“Turn It On” w/ Liu Wen

Puma

 

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We created :45 and :15 second commercials for Puma featuring international supermodel and actress Liu Wen. The film was part of the launch of Liu Wen’s brand ambassadorship for Puma in Asia. While treading in her Ignite Disc footwear, the spot tells the story of Liu Wen’s everyday “Turn It On” moments and gives us an inside look at the rigorous training and running routines required to maintain her world-class runway glamour. Forever Faster!

我们为Puma品牌创作了45秒版和15秒版的短片以呈现国际超模女星刘雯的真实风范，该片也完美揭开了刘雯成为其品牌最新亚洲代言人的序幕。作品讲述了刘雯在其日常生活中脚踩Ignite Disc跑鞋的“Turn It On”时刻，并揭示了世界级超模为保持其在梯台上的完美状态是如何在背后严格坚持训练及常规运动的。Forever Faster!

 

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Behind the Scenes

 

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+101 Denim Campaign

LEE

To help LEE celebrate its 125th anniversary and to promote its commemorative, limited edition line of +101 denim, we created a digital campaign featuring local creative culture brand ambassadors. The campaign photography was a fun series of cinemagraphic portraits. The series captures intimate portraits of local creatives “at work” in their +101 denim, of which, only 1250 top / bottom sets were produced and released in China. LEE leveraged the cinemagraph series on a the brand social platforms and other digital media outlets. We also created a set of still portraits and product shots for the campaign.

为了庆祝品牌LEE成立125周年及推广其限量纪念款+101牛仔系列，我们策划并执行了一场以展现本土创意文化为目标的品牌宣传活动。活动影像以一系列有趣的cinemagraphic形式呈现。这个系列近距离捕捉本土创意人身着+101牛仔在“工作状态下”的瞬间，而该系列在中国大陆地区仅限量发售1250套(上衣及下装)。同时LEE也将我们创作的这些动图系列广告发布在品牌社交媒体和其它网络平台上。除此之外，我们也为此次宣传拍摄了一套肖像和产品图。

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What’s Your Andaz?

Hyatt Andaz

 

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Traveling is a passion that many of us share. The sights, sounds, and smells are all part of the adventure that a new destination brings. This was our inspiration for a short film titled “What’s Your Andaz?” that we created for the launch of Hyatt Andaz in Shanghai. The film tells the story of an Andaz guest (a photojournalist) in town for business, going about his day working and exploring Shanghai through the eyes of the Andaz brand experience. At the end of his day, he finds himself back – not at just any hotel, but – where he should be: home.

Andaz is Hyatt’s new collection of contemporary, boutique-inspired hotels, located in the dynamic, distinctive neighbourhoods of key world cities and inspiring resorts. The Shanghai property is the first Andaz in Asia, and is located in the Xintiandi area (88 Songshand Rd.)

旅行总是大家乐于分享的事情。我们的所见、所闻、所呼吸的别样气息都是目的地所赋予我们的全新体验。这也是此次我们为Hyatt旗下安达仕上海酒店的所创作“你的Andaz是什么？”短片的灵感来源，该片讲述了一位安达仕酒店的客人（摄影记者）在出差过程中，通过安达仕品牌体验顺利地完成工作并探索上海滩的各种奇遇。当一天结束，他回到的不只是一家酒店，而是让他有归属感的地方：家。

安达仕是Hyatt集团旗下当代感十足的精品酒店系类，它一般分布在世界的主要城市和度假胜地的摩登区域。上海安达仕酒店位于新天地（嵩山路88号），是其在亚洲开设的第一家门店。

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Journey of Style

eBay

We created a web series titled “Journey of Style” for eBay Style Xiu’s launch in China. Each episode of the series takes viewers on a journey to the world’s fashion capitals and style meccas (New York, London, Paris, etc.) to meet with eBay partner designers and fashion houses, and explore the unique street styles of each city.

The series showcases the global access and trusted inventory that eBay Style Xiu offers the Chinese market, and inspires consumers with an insider’s look at emerging global style trends.

In addition to the Journey of Style series, we also created a making-of documentary capturing eBay Style Xiu’s inaugural fashion photo shoot in Shanghai.

We created a web series titled “Journey of Style” for eBay Style Xiu’s launch in China. Each episode of the series takes viewers on a journey to the world’s fashion capitals and style meccas (New York, London, Paris, etc.) to meet with eBay partner designers and fashion houses, and explore the unique street styles of each city.

The series showcases the global access and trusted inventory that eBay Style Xiu offers the Chinese market, and inspires consumers with an insider’s look at emerging global style trends.

In addition to the Journey of Style series, we also created a making-of documentary capturing eBay Style Xiu’s inaugural fashion photo shoot in Shanghai.

Journey of Style – New York

 

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In the first episode of “Journey of Style,” we travel to New York City with renowned fashion blogger Peter Xu (徐峰立) and meet up designers / retailers including Steven Alan, Monica Botkier, Catherine Malandrino, The Ruffian Boys (Brian Wolk & Claude Morais), and Charlotte Ronson.

In the first episode of “Journey of Style,” we travel to New York City with renowned fashion blogger Peter Xu (徐峰立) and meet up designers / retailers including Steven Alan, Monica Botkier, Catherine Malandrino, The Ruffian Boys (Brian Wolk & Claude Morais), and Charlotte Ronson.

Journey of Style – London

 

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In the second episode of “Journey of Style,” we travel to London with renowned stylist / author A Qiuqiu to meet up with her English counterpart, fashion blogger Navaz Batliwalla (aka: DisneyRollerGirl).

In the second episode of “Journey of Style,” we travel to London with renowned stylist / author A Qiuqiu to meet up with her English counterpart, fashion blogger Navaz Batliwalla (aka: DisneyRollerGirl).

Journey of Style – Paris

 

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In the third episode of “Journey of Style,” we travel to Paris with renowned Beijing-based fashion designer Zhang Chi to meet up with Parisian actress, TV personality, and fashionista Solweig Rediger-Lizlow.

In the third episode of “Journey of Style,” we travel to Paris with renowned Beijing-based fashion designer Zhang Chi to meet up with Parisian actress, TV personality, and fashionista Solweig Rediger-Lizlow.

eBay Style Xiu – Inaugural Seasonal Campaign Documentary

 

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For eBay Style Xiu‘s launch in China, we produced a making-of documentary with blogger Xu Fengli capturing the brand’s inaugural fashion photo shoot in Shanghai.

eBay Style Xiu is a mass-fashion lifestyle buying platform for the Chinese market bringing the largest online selection of fashion and apparel from around the world to local consumers in a simple and easy shopping experience.

For eBay Style Xiu‘s launch in China, we produced a making-of documentary with blogger Xu Fengli capturing the brand’s inaugural fashion photo shoot in Shanghai.

eBay Style Xiu is a mass-fashion lifestyle buying platform for the Chinese market bringing the largest online selection of fashion and apparel from around the world to local consumers in a simple and easy shopping experience.

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