镜头要态度显型

ASICSTIGER

As an extension of the “要你显型” campaign we created for ASICSTIGER, we continued the theme with monthly story focused on photography. “镜头要态度显型” explores how we reveal new things about ourselves, others, and the world around us through a now-almost-ubiquitous creative tool: a camera.

To bring the campaign alive, we collaborated with two established photographers in Asia whose work pushes boundaries of the medium in fun and unique ways: Taipei-based Sean Marc Lee and Shenzhen-based UC Chow. Sean’s work focuses mainly on people, particularly young people and youth culture. UC’s work focuses on street culture with urban architecture and epic cityscapes.

SANZE Glitch Knit was the featured footwear for the campaign. With design details in the product inspired by glitch imagery, the visual treatment for the campaign content followed suite with cyberpunk-y, digital art vibes throughout.

继我们为ASICSTIGER创作了“要你显型”主题的创意内容后，作为该主题的延伸，我们进一步构思了一整套聚焦摄影主题的月度故事。在相机已经无处不在的今天，“镜头要态度显型”探索了我们如何通过相机这个创意工具来发现自身，他人及我们周遭世界的新意，并使之“显型”的故事。

为了生动地展开这一主题，我们同活跃于亚洲的两位摄影师开展了合作，其作品均以有趣独特的方式拓展着媒介的边界。他们是：坐标台北的Sean Marc Lee，和坐标深圳的UC Chow。Sean的作品以拍摄人物尤其是年轻人为中心。UC以擅长拍摄城市之景与建筑结构而为人所知。

SANZE Glitch Knit是该月度的明星产品，其产品设计灵感来自于‘glitch’数码波纹这一视觉意向。基于这个设计概念，我们在构思创作内容时将一种赛伯朋克，数码艺术的风格贯穿于整体的视觉处理之中。

UC CHOW / 镜头要态度显型

UC Chow is known for his epic cityscape and architectural photography. Driven by his curiosity and sense of adventure, we tell the story of a young, intrepid urban photographer who loves discovering the unknown and exploring the hidden in his home town of Shenzhen — a massive urban playground especially suited to his penchant. The story shows how UC expresses himself through photography, and how his lens allows him to make the most of his passions.

UC Chow以擅长拍摄壮观的城市之景与精妙的建筑结构而为人所熟知。出于自身强大的好奇心和冒险精神，UC以一个年轻豪勇的城市摄影师身份不断行走于自己所生活城市的每一个隐秘角落并乐在其中。而他所生活的城市—深圳，仿佛就是一个二十四小时不间断营业的城市建筑游乐场，这也正是UC的玩乐场。通过UC我们讲述了一个如何透过摄影表达自我的故事，以及UC如何用镜头最大程度地释放自己激情的故事。

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Sean Marc Lee / 镜头要态度显型

Sean’s work is known for its intimate look into his subjects’ real selves. His photos have a sense of “forever young”, whimsical fun, and wild freedom without the subjects’ taking themselves too seriously. His unexpected and spontaneous style helps him discover and reveal youth culture in a unique, authentic way. The story provides audiences an embedded look at a shoot with Sean and his friends hanging out, having fun, being quirky, being creative, and just making pictures for the sake of making pictures.

Sean的作品以他对拍摄人物真实自我的私密观察而著称。他的摄影作品给人一种“青春永驻”的感觉，诙谐有趣的同时又特显自由奔放。他的拍摄从不拘泥于“形式”，有时甚至会显得有那么一点不拘谨，以及不太把自己太当回事儿。在这个故事中，我们跟随并记录了Sean与朋友外出，玩耍，时而诙谐有趣，时而带着一丝不正经，为了拍摄而拍摄的真实装作过程。

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Campaign Hero Footwear

Seasonal Campaigns

Coca Cola

We recently created a variety of print campaigns for Coca Cola featuring pop-star and actor Luhan. The work showcased here was for the brand’s summer campaign, Ginger-flavored “Bring Out The Heat / 热火起来” promotion, and a limited-edition “Deer Antler” bottle design (a playful pun on Luhan’s surname, which means “deer” in English).

The print campaigns were featured in print media, OOH, and point-of-sale executions throughout Greater China.

Campaign photographer was agency founder and creative director Adam J. Schokora.

The print campaigns were featured in print media, OOH, and point-of-sale executions throughout Greater China.

Campaign photographer was agency founder and creative director Adam J. Schokora.

新年，认识 “新” 女性

ESPRIT

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Chinese New Year is a season ripe with possibilities and perspectives. We celebrated these with a campaign for ESPRIT featuring actress Zhou Dongyu that showcases a new generation of women and a new concept of femininity in China (“新“ 女性).

ESPRIT & Zhou Dongyu work together to champion “新“ 女性, a movement inspiring women to pursue their purpose, passion, and lifestyle with confidence, regardless of what’s expected of them.

The campaign was promoted via a collaboration with video platform Douyin（known for its fun dance skits), where target consumers were engaged to share short clips about how they are redefining themselves and empowering their “new woman” in the new year (dance moves optional, but encouraged!)

We also created a print campaign of seasonal looks with Zhou Dongyu.

更多可能和更新的视角随着中国新年的到来而展开。我们借此为ESPRIT创作一组由演员周冬雨诠释新时代女性的名为“新“ 女性的宣传内容。

ESPRIT与周冬雨合作联合发起了一场号召女性要自信热情，大胆逐梦，并活出自我的“新”女性活动。

在该宣传内容期间，我们通过以分享有趣舞蹈而著称的短视频软件平台 – “抖音”进行视频内容的投放合作，呼吁消费者分享她们在新的一年想要成为哪种“新”女性的故事及美好夙愿。

我们也同时为品牌合作艺人- 周冬雨创作了一组当季产品的宣传平面广告。

Courage, Strength, & Honor

Converse

In celebration of the Year of the Rooster, we developed an innovative HTML 5 WeChat game for Converse that incorporated the seasonal campaign’s core storytelling values: Courage, Strength, and Honor.

In the game, players actions help the Rooster King successfully navigate three different worlds to win back stolen feathers representing Courage, Strength, and Honor. The game content employs live-shot characters, origami paper-mache, and stop-motion animation to create surreal visual worlds for players to traverse in under two minutes while competing with friends to win a secret “fortune.” Styling of characters was done with seasonal Chinese New Year apparel line.

The overall game design showcases our ability to imagine and deliver an immersive world in which a target consumer engages in a memorable, seasonally-relevant brand experience.

为庆祝农历鸡年，我们为Converse打造了一款被应用于微信的H5游戏，在游戏的设计中我们融合了其当季产品的主题：勇，力，傲。

在这款游戏中，让玩家帮助鸡王在三个不同的空间中找回分别代表勇，力，傲的三根羽毛，游戏制作中结合了实拍人物形象，手工折纸和定格动画，以打造出一个虚拟的视觉空间，玩家有两分钟的时间来挑战游戏，同时会有赢得”神秘礼品”的机会。游戏中所出现的动画形象均身着当季产品。

整个游戏的设计展示了我们的想象力和创造力，也让品牌受众得到了一个身临其境的难忘体验。

HTML5 Game