Tag Archives: 2017

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

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“Jala” w/ Bohan Phoenix

Beats By Dre

 

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We created a fun animation for Beats By Dre featuring emerging hip-hop artist Bohan Phoenix.

In his own words, Bohan talks about his unique cross-cultural journey through the United States and China, introduces his crew, explains how spicy food inspires him, and shares his philosophy on what making good hip-hop music is all about.

To learn more about Bohan, be sure to check out the feature story on him via the Neocha Magazine.

我们为Beats By Dre创作了一支趣味十足的动画短片，讲述了新锐嘻哈说唱人Bohan Phoenix的故事。

在动画短片中，Bohan亲述了自己横跨中美文化之旅，并同时介绍了他的伙伴以及食辣给他的灵感，除此之外，还分享自己的嘻哈音乐理念。

想要了解更多关于Bohan的故事，敬请关注Neocha杂志对他的特别报道。

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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

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Transformers: The Last Knight

Coca Cola

As part of Coca Cola’s “Transformers: The Last Knight” promotion in China, we created a limited-edition packaging set of 330ml sleek cans. The set features abstract versions of Optimus Prime, Megatron, and Bumblebee.

The designs were executed across Coca Cola, Sprite, and Fanta products with market distribution throughout Greater China.

We collaborated with Shanghai-based illustrator Veiray Zhang to bring the packaging set alive.

作为可口可乐联合“变形金刚5：最后的骑士”在中国市场宣传的一部分，我们为其创作了330毫升限量版可口可乐摩登新罐系列的包装设计。该系列以抽象设计呈现了擎天柱、威震天和大黄蜂的形象。

该设计被广泛运用于可口可乐、雪碧、芬达产品大中华地区的各渠道品牌宣传。

​​我们与来自上海的插画师Veiray Zhang共同合作完成了该系列的包装设计。

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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

 

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Fusion Collection

Lycra

 

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We created a series of web-spots for Lycra to help communicate unique product benefits and industry-leading technologies of the brand’s Fusion line.

The 60 second spot features five products utilizing Fusion technology put to the test in a surreal world of hyper-realistic proportions and exaggerated, playful movements.

The 45 second spot was created to support Lycra’s B2B communication efforts, with more specific messaging around function and technology that helps 3rd-party brands understand how to best integrate Lycra into their own product offerings.

We also created a spot to help showcase the brand’s plus size offering across the Soft Comfort line.

针对莱卡品牌的融丝纤维防脱散技术丝袜系列，我们为其创作了一系列的线上宣传片以展现该品牌独有的产品性能和工艺特点。

60秒版的短片意将人们引入超现实空间，以夸张及玩味的肢体动作呈现出该产品线的五个以融丝科技为首的核心技术点。

而45秒版的短片则从莱卡品牌的B2B宣传为出发点，因此画面更着重传达了每个功能和科技点等细节，借此帮助第三方品牌全面理解并将莱卡的科技点更好的运用到自身品牌产品中。

同时，我们也创作了一条针对大码用户群拥有柔适技术点的莱卡丝袜产品。

 

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The Time Is Now

ShanghaiPRIDE

We created a campaign for ShanghaiPRIDE to celebrate its 9th annual LGBTQ Festival in China.

In addition to promoting awareness and teaching tolerance among the public, the campaign aims to rally the LBGT community around a theme of “The Time is Now.” This theme encourages individuals to seize the moment and take action. “We talk a lot about self-acceptance, love, and relationships. So, our team thought: our events should inspire action at a personal level,” explains Raymond Phang, co-founder of ShanghaiPRIDE. “If not now, then when?”

The campaign invited different representatives from the LGBT community – both couples and individuals – to “speak up” this year with personal stories illustrating what “The Time is Now” means to them.

我们为中国LGBTQ代表节日 – 上海骄傲节（ShanghaiPRIDE）的九周年举办创作一组宣传片。

除了提高公众包容的意识，本次活动以“The Time is Now”为主题集聚LBGT社区，倡导及时行乐的态度，鼓励人们抓住时机，行动起来。上海骄傲节的联合创始人Raymond Phang 解释说：“我们谈论过很多关于自我接受、爱和情感关系的话题，所以我们团队就想说应该更多地鼓励个人层面上的行动。如果不趁现在，那还要等到什么时候呢？”

上海骄傲节今年邀请了LGBT群体中的不同代表（包括伴侣和个人）， 由他们发声，分享自己的故事，以及他们眼中“The Time is Now”的意义。

Justine & Daphnee / L

Justine: When I came back from Vancouver, I was surprised that people around me still have biases and discriminate against the LGBTQ community. That’s why I decided to stand up. We met at the gym, and then later again at an event with some friends. The serendipity of it is why I treasure our relationship so much. The Time is Now to eliminate discrimination!

Daphnee: My mom is very conservative, but she still loves me after I came out. It was love at first sight when I saw Justine. I feel comfortable sharing myself selflessly when I am with her. Plus, I believe only I can stand her bad temper. The Time is Now to be your true self!

Justine: 从温哥华回来才发现自己身边的人对LGBTQ社群还有很大的偏见和歧视，所以想站出来。我和她是在健身房里初识，在朋友聚会中重逢，所以格外珍惜这缘分和彼此的默契。The Time is Now 消除歧视！

Daphnee: 我的母亲非常保守，但她在知道我的性倾向后依然很疼爱我。遇见她时就一见钟情，因为她让我能毫无保留的分享自己，而且也只有我会忍受她的坏脾气吧。The Time is Now 做真实的自己！

Sunny & Xiaoxiong / G

Sunny: As far as I can remember, I have always liked boys. For the past ten years, I felt that society has been more open-minded and people are more inclusive. When he is around me, I am me. The Time is Now to love who you love!

Xiaoxiong: When I met him six years ago, I could feel that he will be the one. Last year, we went to Greece for vacation; the Aegean Sea was more beautiful with him by my side. The Time is Now to embrace diversity!

Sunny: 从有意识开始，我就喜欢男生。过去十年里，我觉得社会更开放了，而人们也逐渐地更包容。有他的时候，我是最轻松，最自在的那个我。The Time is Now 选你所爱！

小熊: 六年前在武汉认识他，觉得他就是那个对的人。还记得去年一起去希腊旅游，爱琴海有他变得更美丽。The Time is Now 拥抱多元！

Evie / B

Evie: Many think that being bisexual is just being greedy, or that I will follow the mainstream values and select the opposite sex as partners sooner or later. But, my affection is regardless of gender. It is about trust, care, and growing together. Gender is secondary. The Time is Now to love fearlessly!

Evie: 很多人会以为双性恋是贪心的，亦或有顺应社会主流价值观的选择。我的爱只不过是不分性别。爱一个人，是信任、是寄托、是一起成长，性别才是次要的。The Time is Now 勇敢爱！

Annin / T

Annin: Since I was young, I thought that everyone was the same, but as I grew older, gender became restrictions. At my college graduation ceremony, I took off my disguise, showing the world who I really am. Staying true to myself, I became happier. The Time is Now to be who you are!

Annin: 从小我就觉得人与人之间没有区别。但是成长的过程中，性别的隔阂成为了生命的束缚。大学毕业典礼上，我卸下伪装，用真实的自己去面对世界。真实地面对自己，真实而快乐。The Time is Now 成为你想要的！

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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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BeatsX 遇见 X 种自由

Beats By Dre

 

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We created a campaign for Beats By Dre’s BeatsX wireless earphones that explored the concept of “Freedom of Wireless” through the stories of four very different creative talents. Chacha, a music producer and songstress. Hurricane, a street artist, tattooist, entrepreneur, American football enthusiast, and fitness guru. Lee Wen Hsin, a skateboarder, contemporary dancer, and performance artist. Guan Chun and Xiang, a creative couple with established careers in painting and photography.

The campaign shows how BeatsX plays an integral role in the creatives’ unique lifestyles, while giving audiences tangible ideas of what “Freedom of Wireless” could mean in their own lives.

我们为配合Beats By Dre全新无线耳机产品的上市为其创作了一系列的“发现X种自由”推广内容，并通过四位风格迥异的创意人故事去表达他们各自追求自由的方式。Chacha – 音乐制作人和女歌手。哈里 – 街头艺术家/纹身师/创业人及美式橄榄球爱好者，同时也是一位运动狂人。李文心 – 滑板爱好者/现代舞者/表演艺术家。官纯和孙瑞祥 – 擅长画画和摄影的创意夫妻档。

该系列内容展示了在这些艺术家们的日常生活中BeatX扮演着不可或缺的角色，让消费者从更多角度去了解和发现自己生活中所谓自由的定义。

CHACHA X 乐

 

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Chacha is one of the most exciting and celebrated independent artists in China today. Her music is an eclectic mix of genres that’s accompanied by haunting vocals and quirky lyrics, which work in tandem to sweep listeners into a unique, ethereal soundscape. Check out the film above to learn more about how she pulls together a new song and what inspires her along the creative process from original concept to live performance.

Chacha是目前国内最炙手可热的独立音乐人。她的音乐中贯穿着慵懒的哼唱与另类的歌词呈现多变的风格，会让听者浅浅的沉浸于其中。点击短片观看她的新歌创作过程，了解她是如何在创作初期和现场表演的过程中不断的得到创作灵感。

HURRICANE X 闯

 

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Hurricane is one of the busiest, hardest working creative in China. He’s a jack-of-all-trades who can’t sit still. He somehow finds a way to manage his CrossFit studio, tend to his tattoo clients, scratch his street-art itch, keep up his personal fitness regiment, and hit the gridiron for a pick-up game of football. Check out the film above to learn more about his fast-paced lifestyle and how he fits it all into his daily routine.

哈里大概是国内最忙最勤奋的创意人之一。他是一个完全停不下来的人。在管理健身工作室，为客人纹身，涂鸦，健身训练，和去橄榄球场打个临时赛之间找到了完美的平衡法。点击短片了解他在如此快节奏的一天中是如何井然有序的完成所有事情。

LEE WEN HSIN X 舞

 

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Lee Wen Hsin is a woman of many creative talents. Whether gliding through the city on her skateboard or gliding through the air at any one of her dance performances, she possesses a grace and elegance all its own in the performance art world. Her modern dance style is the ultimate expression of freedom and release. Check out the film above as Lee takes us to great heights for a modern dance performance on a Shanghai rooftop.

李文心，一个集众多才能于一身的女生。无论是在城市中玩滑板，还是徜徉在自己的舞蹈中，她的表演总是带着一份优雅和脱俗气质。她所呈现的现代舞是她对自由和释放的最好表达。点击短片让李文心带着我们一起来到上海某处的楼顶来一场现代舞演出。

CHUN & XIANG X 创

 

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Guan Chun is one of China’s most established and well-known illustrators and painters. Her husband, Xiang, is an equally renowned photographer. Together, they are a powerhouse creative duo who seems like a match made in heaven. Check out the film above to learn how the two compliment one another and harness each other’s creative energy in their shared workspace.

官纯，国内知名插画师和画家。她的老公孙瑞祥，也是一名知名摄影师。他俩一起完全就是一对天造地设的完美创意组合。点击短片看他们是如何在同一个工作室里彼此激发各自的创意灵感。

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