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。
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。