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

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。