Tag Archives: creative agency

Wild Like Us / 野如我们

Beats By Dre

We created the Chinese New Year campaign for Beats By Dre to celebrate the Year of the Pig.

The traditional zodiac characterization of the pig stands in stark contrast to the youth of China today.

A pig is cute, lazy, kept in a pen, simple, docile…it is prey. China’s youth certainly aren’t pigs.

For this campaign, we told the story of this bold generation not via the pig, but rather via the boar…the pig’s renegade cousin. A boar is full of energy, proactive, free, untamed, brave, fierce, ambitious. It is a predator; it is wild!

The 野如我们 (WILD LIKE US) tagline we developed for the campaign riffs on the 野 character (which means “wild”) in the Chinese word for boar (“野猪”) which literally translates to “wild pig”.

野如我们 “WILD LIKE US” celebrates China’s young generation; a generation bravely moving creative culture forward, fearlessly expressing itself, and, simply put, hell bent on living a wild, carefree lifestyle. For those who aren’t already on board, the campaign was a call to action to join the movement.

为了庆祝2019中国新年的到来，我们为Beats By Dre品牌创作了猪年迎新主题创意内容。

当下的中国年轻人与传统生肖中猪的形象大相径庭。

“猪”给人的概念总是可爱的，被动的，简单的，温顺的。它们被圈养，是猎物。而中国年轻人并非如此。

这次我们希望通过对比“家猪”和“野猪”来讲述一个大胆的新一代的“野”性故事。“野猪”是狂野的，主动的，自由的，勇敢的。它们能量满满，雄心勃勃，是捕猎者。

“野如我们”从“野”出发，阐述展现了“野猪”的特性。

通过“野如我们”这一主题概念，我们将这一群新不走寻常路的新兴人类推至聚光灯下，将他们大胆推动文化前进，无畏表达自我，无所顾虑的“野性”特质展现出来。

Product Design

To support the campaign, we designed a Special Edition Beats Solo3 Wireless product.

The product features an obscured boar head created with clean, abstract, modern line-art. The boar head presents a fierce, brave expression that captures the attitude and outlook of today’s young generation. The white and grey colorway was chosen to be anything but the expected reds associated with Chinese New Year. The gold hits are a nod to holiday wishes of good fortune and prosperity.

We also designed the retail packaging for the product, as well as a special, limited-edition VIP packaging set.

The product is available online and in-store throughout Asia.

我们也为这次的主题内容设计了Beats Solo3特别限量版耳机。

产品侧身以简练，抽象并富现代感线条构成野猪头的形象。野猪头表达了一种无畏勇敢的精神，捕捉了当今年轻一代的态度。以白与灰的色彩搭配替代中国新年惯用的传统红色，再加以象征财源广进的金色点缀使其与众不同。

我们还同时为该产品设计了零售店版包装，及限量版VIP包装。

该款产品已在官网发售，也可在亚太地区的店铺内购买。

Retail Packaging Design

Limited-Edition VIP Packaging Design

Marketing Campaign

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To bring the campaign alive, we developed video and photo storytelling assets featuring A-list celebrity / Chinese rapper / brand ambassador Kris Wu, and a cast of emerging creatives, athletes, and cultural influencers, such as musicians Gao Jiafeng, Gouachi (a.k.a. DJ Tina), rapper Zhuo Zhuo; fashion designer and vlogger Xiao Pihai; skateboarder Yang Xihuan; basketball star Zhang Ning; b-boy A Suan; and visual artist Rainbo.

The videos were directed by breakout talents BRTHR, with support from production partners Serial Pictures and Gungho Films.

The key visuals were shot by internationally renowned photographer Jeremy Deputat.

On-set photography was captured by David Yan.

The campaign ran in all media throughout greater China.

为了更生动地展现该主题，我们也创作了视频短片及平面主视觉广告片，并由一线明星/说唱歌手及品牌代言人吴亦凡领衔，汇集一波新兴的创意人，运动员及文创意见领袖共同演绎。其中包括：音乐制作人高嘉丰，DJ Gouachi，新生代说唱歌手卓卓，潮流达人及vlogger小屁孩，滑手杨浠镮，篮球运动员张宁，B-boy阿酸，以及视觉艺术家Rainbo。

我们与才华横溢的导演组合BRTHR及制作公司Serial Pictures和Gungho Films共同合作完成视频短片的拍摄。

平面主视觉广告片由国际知名摄影师Jeremy Deputat掌镜。

现场摄影师为David Yan。

所有产出的创意内容在大中华区全媒体使用。

Campaign Spot (30 Seconds)

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Campaign Spot (15 Seconds)

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Print Campaign

For the print campaign, we worked with internationally renowned photographer
Jeremy Deputat to create a series of key visuals.

The print campaign was released in the brand’s digital channels, brand stores, and high traffic out-of-home locations in major Chinese cities.

我们与世界知名摄影师Jeremy Deputat合作拍摄了一系列平面主视觉。

这套主视觉发布于品牌的线上媒体平台，品牌线下店铺，以及中国主要城市的高人流量户外场所。

Out-Of-Home

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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

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。

I_5923 / Retro x Modern

adidas Originals

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We created a spot for adidas Originals’ I_5923 (previously known as Iniki) sneaker line. The piece celebrates Iniki’s hybrid of past and present DNA by boldly presenting a visual clash between retro 70s styling and modern footwear technology (Boost). The piece positions Iniki at the intersection of culture and style, highlighting a pure symbiosis of authentic form and modern functionality.

我们为阿迪达斯的三叶草I_5923系列(原Iniki)创作了一条宣传短片。该片大胆采用了复古的70年代风和现代鞋类科技(Boost技术)进行视觉冲撞，以此体现lniki过去与现在所续DNA，从而突显出Inik本身所代表的文化与风格定位，强调了其原型和当代功能性的结合。

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Selected Scenes

Hello, Air!

Airwear

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We created a brand launch campaign for Airwear, an innovative company developing personal air filtration and purification products.

The campaign, titled “Hello Air,” reintroduces us all to air, an element that is ever present, but we all too often take for granted. By shifting the focus away from Airwear’s product, the campaign elevates the conversation to the core of the brand’s mission: providing clean, healthy air.

The campaign raises consumer awareness about the air that surrounds us and the impact it has on our everyday lives. The key visuals and brand film humanize the topic with quirky and thought-provoking commentary from a cast of people we can relate to: people just like us.

The campaign hashtag #HelloAir kick-starts a conversation about clean air as part of our everyday wellness, while positioning the product as an essential consumer accessory for a healthy lifestyle.

我们为全新品牌Airwear创作了一系列上市预热宣传广告，该品牌旨在探索和研发个人空气过滤及净化的相关产品。

此广告主题“Hello Air” ，是为了让我们重新认识空气，一个始终存在却总被我们习惯性消耗着的物质。不同于将重心放在Airwear产品上，该系列广告将思考的重心转化为品牌的使命：提供纯净、健康的空气。

广告引发了人们对空气以及它与我们日常生活紧密关系的思考。平面主视觉和品牌宣传片借由一群与我们大多数人无异的年轻人之口，以一场发人深省的问答和诙谐的画面将主题人性化地表现出来。

此次宣传活动的标签#HelloAir 开启了人们关于纯净空气是我们健康生活一部分的探讨，而产品本身的定位正是我们健康生活方式中必不可少的基本配饰。

Gou Pengyou

Airbnb x Eddie Peng

We collaborated with Airbnb to help create a “Night At” campaign featuring A-list actor-turned-Airbnb-host Eddie Peng titled Gou Pengyou / 够彭友. The tagline is a fun play on words with Eddie’s surname (彭) and the word for friend (朋友) in Chinese, meaning roughly, “Eddie’s got you covered, like a good friend.”

The campaign brought together four lucky winners for am epic get-away weekend stay at Eddie’s very own Airbnb listing in Shanghai. Like all Airbnb hosts, Eddie curated a magical experience for his guests, sharing his personal, off-the-beaten-track tips and recommendations about how best to enjoy his neighborhood and the city. Eddie even surprised his guests a few times throughout the weekend to show them around town.

The weekend was filled with great fun, big laughs, and even some tears as Eddie and his new friends got to know each other. Check out the campaign film to see how it all went down.

“Gou Pengyou” was a collaboration between Airbnb’s internal art & design team, Neocha (creative storytelling / content creation). Pure (event planning / execution), and Beamy.

我们与Airbnb合作，共同制造了一场以演员彭于晏作为Airbnb房东的“奇屋一夜”活动，代号“够彭友”。此次活动代号将彭于晏的姓与朋友两个字谐趣结合，示意“够朋友的彭于晏帮你搞定一切。”

此次活动将四位幸运房客聚集在彭于晏位于上海的秘密基地，并一起度过了一个难忘的周末。像所有Airbnb的房东一样，彭于晏为房客们精心准备了一趟精彩的旅程，他和大家一起分享旅行见闻，他的私人路线，让房客真正体验了一把他眼中的城市样子。彭于晏也有在这2天的行程中惊喜出现并亲自带领大家一起四处游览。

这是一个充满欢声笑语和感动泪水的周末，彭于晏也因此与房客们拉进了距离。观看此次活动的记录短片以了解更多。

“够彭友”是由Airbnb内部美术和设计团队，Neocha（故事创意 / 内容制作），Pure（活动策划 / 执行）以及Beamy联合完成。

Campaign Teaser

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Campaign Film

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Campaign Key Visuals

Stereography

Event Photography

Campaign Collateral

REMIX Project

Gap

In 1969, a small store opened in San Francisco selling jeans and records to a new generation. Since then, Gap has grown to be a favorite around the world, establishing its place in pop culture with casual, cool clothing and iconic creative work.

Gap has always stood for self-expression and embracing one’s individual style. Today, Gap continues to support the shared spirit of creativity and encouraging the genuine exchange of ideas. By bringing artists from all corners of the world together in the REMIX Project, Gap celebrates them for their passions and continues its heritage in creativity.

The REMIX Project brings together 12 leading-edge American, British, French, Chinese, and Japanese artists to create an exclusive collection of limited edition graphic tees. Artwork in the collection remixes the classic Gap logo T-shirt into bold art treatments that showcase the distinctive style of each artist and celebrate the creative heritage of Gap.

1969年，旧金山开出一家专门卖牛仔服装的小店并开启了一个新纪元。从次，Gap在流行文化领域以其休闲、酷和标志性的创意内容迅速风靡全球。

Gap一直主张自我表达和接受主义的个人风格。如今，Gap继续坚持和鼓励着共享创意的交流精神。此次通过REMIX Project将世界各地的艺术家集合在一起，Gap要为他们的激情和源源不断的创造力喝彩。

REMIX Project让12位分别来自美国、英国、法国、中国和日本的先锋艺术家一起完成了这一限量版图案T恤系列。他们分别以经典的Gap logo为创意出发点并将风格鲜明的个人艺术特色融合在各自的设计中。

REMIX Project Collection

REMIX Project Book

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REMIX Project Tote

Fantasista Utamaro － Japan

Fantasista Utamaro is a leading manga and multi-medium artist. Known for ultra pop and technicolor sensibilities, his instantly recognizable work spans the fields of illustration, animation, graphic / textile / fashion design, and even outdoor landscaping.

His design for the REMIX Project hides the brand logotype within traditional Japanese “Karakusa” patterns, pop art coloring, and manga-styled characters. The piece represents hope for the development of cultures around the world.

Fantasista Utamaro是一个知名漫画家及多媒体艺术家。他以波普元素及明锐的色彩著称，他的插画、动画、图形、纹样、时尚设计甚至户外景观设计极易被辨别出来。

他为此次REMIX Project设计的作品中融合了日本传统的“Karakusa” 纹理、波普艺术色彩和漫画风格形象。这个作品代表着将文化发展蔓延至全球的寄望。

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Chocomoo – Japan

Chocomoo is a street fashion illustrator and artist. Influenced by rock music, hip-hop, and traditional Japanese calligraphy, her work is always done in a signature black and white line-art style.

Her design for the REMIX Project reimagines the brand logotype among iconic Americana imagery and the things that make me smile: music, fashion, partying, and the sharing of positive vibes with one another.

Chocomoo是一个深受受摇滚乐，说唱及日本传统书法影响的街头时尚插画师及艺术家，她的作品总是以一种黑白线条的风格呈现。

她为此次REMIX Project设计的作品将一些让我看后会心一笑的美国标志性的形象与事物融合在品牌标识中，比如：音乐、时尚、派对以及彼此分享的情境。

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Lin Zhipeng (aka: No. 223) – China

Lin Zhipeng (aka: No. 223) is a photographer known for his ability to show the volatile, primal energy of China’s younger generation. His work explores topics of love, sexuality, gender, free expression, and consumption within the context of modern China.

His design for the REMIX Project presents the brand’s logotype amidst some of my favorite recent images to form a snapshot collage of daily life in contemporary China.

林志鹏（又名：编号223）是一个以表达躁动的青春荷尔蒙而被众人所知的中国新生代摄影师。他的作品探寻的正是当代中国最受关注的主题：爱、性、性别、言论自由。

他为REMIX Project创作的作品，将其近期所拍摄的反应当代中国日常生活的照片作品以拼贴的形式重塑了经典的品牌标识。

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Candy Bird – Taiwan

Candy Bird is a renowned street artist and illustrator who creates unique and playful visuals addressing social injustices and environmental concerns around the world.

His design for the REMIX Project incorporates the brand’s logotype into a satirical composition that serves as a reminder for us to curb our obsessions with media and celebrity culture.

Candy Bird是一位知名的街头艺术家和插画师，他独具特色且趣味十足的作品旨在揭露社会不公现象以及全球环境问题。

他为REMIX Project创作的作品，将经典的品牌标识巧妙地融合到他的画作中，旨在提醒我们应该抑制自身从媒体和明星文化中所受的影响。

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Prodip Leung – Hong Kong

Prodip Leung is a painter, illustrator, graphic designer, and the bassist for the legendary Cantonese hip-hop group, LMF. Combining music with experimental art, his work draws from the legacies of street art, cartoons, and pop culture.

His design for the REMIX Project presents the brand logotype amidst a spin-off of my “Monster Pit” print series, with its retro-fashioned, “slamdancing” creatures of the night.

Prodip Leung（梁伟庭）是一位香港画家、插画师、平面设计师以及颇具传奇色彩的粤语嘻哈乐队LMF的贝斯手。他的作品提取了街头艺术、卡通及流行文化的精髓，常常结合了音乐和实验艺术。

他为REMIX Project创作的作品，是其带有复古时尚，且充满“slamdancing”夜生物的平面创作 —— 我的 “Monster Pit” 系列的一种延续。

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Maud Vantours – France

Maud Vantours is a designer and artist who works with layered, cut, and folded paper to create colorful 3D sculptures of hypnotizing patterns and textures.

Her design for the REMIX Project is inspired by nature and dreamscapes. She reimagined the brand logotype within a multicolored and multilayered paper sculpture design that mimics the patterns of waves, mountains, and wind-blown clouds.

Maud Vantours是一个设计师及艺术家，她的3D雕塑作品以层叠、裁剪和折纸方式呈现出一种色彩鲜亮且有着重复模式和肌理感。

她的REMIX Project作品灵感来源于自然与梦境，她将品牌标识隐匿于色彩缤纷和层叠的波纹、山脉及被清风拂云朵的纸塑中。

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Loïc Lavenu (aka: Xoil) – France

Loïc Lavenu is a world-renowned designer and tattoo artist acclaimed for pioneering an abstract graphic style of tattooing. His work pushes tattoo aesthetics into new realms inspired by digital illustration, photography, and collage.

His design for the REMIX Project positions the brand logotype within a collaged and transitional reflection of the things that inspire him: geometry, colors, lines, movement, and life’s circadian rhythms.

Loïc Lavenu作为世界知名设计师和纹身艺术家，一直以来的志向就是不断摸索创新一种抽象的纹身风格。他将纹身美学推进到一种新的高度，而他的灵感来源于各式各样的图形图像设计、摄影以及拼贴画。

他为REMIX project创作的作品是将品牌标志融入在了一个类似拼贴画的意境之中，这个设计中会看到他受几何、颜色、线条、动感以及生命巡回等种种理解的启发。

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Quentin Jones – UK

Quentin Jones is an artist, filmmaker and photographer. Her aesthetic is a modern take on the surrealist tradition, realized largely through photomontage and loose paintwork.

Her design for the REMIX Project is inspired by fashion iconography, and combines the brand’s logotype with simple but impactful collage and brush-work elements to create an ambiguous form composed of eyes, legs and letters.

Quentin Jones是一名艺术家、导演和摄影师。她的超现代主义独特审美跨越传统，并通过蒙太奇的方式和张弛有度的颜料绘画来展现。

她这次为REMIX project创作的作品，灵感来源于将时尚的肖像与品牌标识相结合，并运用简单却颇具效果的拼贴画及画笔将眼睛、腿和字母这些看似无关的元素联结在一起。

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Neville Brody – UK

Neville Brody is a pioneer in the fields of graphic design, art direction, and digital typography. With a career spanning four decades, he is widely acclaimed for his iconic typeface designs.

His design for the REMIX Project reinterprets the Gap letterforms using fluid lines and spaces that create an infinite gridded loop where cultural life pools take place and grow.

Neville Brody是一名先锋平面设计师、创意总监、数字字体设计师。四十年的职业生涯中，他传奇性的字体设计作品被大家广为赞誉。

他的REMIX Project设计采用流畅的线条和空间，将GAP字样创作为无限循环的圈体。这个作品展示出了永不终止的文化生活不断发生和发展的意义。

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POSE – USA

POSE uses bright colors and tight graphic stylings to create images that jump off walls. Inspired largely by the tradition of pop art, his work integrates illustration, lettering, screen print aesthetics, humor, and even violence.

His design for the REMIX Project reimagines the brand logotype within a contemporary portrait. The composition conveys modern expression and human experience as they are: constantly in flux, complex, and affected by environment and everyday experience.

POSE采用明亮的色彩和紧密的图形风格创造了独具一格大胆图像。受到传统波普艺术的启发，他的作品集插画、印字、丝网印刷、幽默，甚至暴力学为一体。

他为REMIX Project创作的作品巧妙地将品牌标识交融到当代肖像之中。该作品传达了现代人对不断变化的、复杂的、受环境影响和日常生活的情感和体会。

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Jessica Hische – USA

Jessica Hische is a letterer, illustrator, and crazy cat lady known for her silly side projects and occasional foul mouth.

Her design for the REMIX Project uses vintage-inspired typography made modern though context and color. Mixing historical letterforms with modern graphic geometric decoration, she reinterpret the Gap logotype in a sophisticated and unexpected blue, teal, and yellow color palette.

Jessica Hische是一名字体设计师、插画师以及疯狂的爱猫人，她以一些奇怪的小项目和偶尔的粗口著称。

我为REMIX Project创做的作品采用复古风格排版，重新传达了现代信息。组合复古字母形式与现代图形的几何装饰，我在一个丰富的和意想不到的蓝、蓝绿、黄的色板中重新诠释了GAP标识。

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Kyle Pierce – USA

Kyle Pierce is an illustrator and photographer who enjoys building layered narratives from photographs, illustrations, and bits of simple hand-drawn type.

His design for the REMIX Project is inspired by San Francisco, the city I live in and where Gap was founded in 1969. His design presents the Golden Gate Bridge within a contour of the city borders, while letterforms and the brand logotype recreate the fog that so frequently graces “The Gate.”

Kyle Pierce是一个喜欢将照片、平面设计和简单的手绘相互叠加的插画家和摄影师。

他的REMIX Project作品灵感来源于他所居住的城市，同是GAP品牌于1969年所成立的发源地旧金山。他的设计将金门大桥的影像结合在旧金山版图剪影形状之上，同时以该城市常见的迷雾以字母和品牌标识体现，笼罩在“金门”之上。

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Store Art Program

adidas Originals

adidas Originals engaged us to execute an art program in some of the brand’s key China market stores. The aim of the program was to introduce local art culture into adidas Original’s retail spaces and reflect the brand’s core values.

阿迪达斯三叶草委托我们在其中国市场的一些主要门店展开了一个艺术项目。该项目旨在将本土艺术文化带入阿迪达斯三叶草的店铺空间内并反映其品牌的核心价值。

For the project, we collaborated with a variety of local artists, including: Veiray, Wang Meng, Nini Sum, Wang Sijia, Huang Yulong, Ding Hao, Dun Xiaoxian, Xiaomi Keke, Coozie, and Shadow Chen to create brand-inspired installations and turned the stores into platforms for self expression, originality, authenticity, creativity, and individuality.

在这个项目中，我们与各店铺所在地的艺术家合作，这其中包括：Veiray、王萌、Nini Sum、王思佳、黄玉龙、丁浩、墩小贤、小米可可、Coozie以及Shadow Chen，他们以品牌精神为灵感所创作出来的装置作品通过店铺这个平台进行展示，以传达一种自我表达、原创、实质、创意以及个性的理念。

Veiray

Various elements come together to create a unique blue and white 3D collage and a new take on the adidas Originals logo. The piece aims to inspire others to discover their own creative potential.

以多重元素组合成为一个独特的蓝白色3D立体拼贴，并以全新造型展现阿迪达斯三叶草logo，该作品旨在启发他人发现自我的创造潜力。

Nini Sum

What looks like a random collage is actually composed of countless pieces of screen-printed materials stripped apart and meticulously pieced together to create the overall pattern and the adidas trefoil logos. Each piece of material comes from a unique screen-printing art work of Nini Sum’s. The design expresses originality, creativity, and the spirit of perseverance.

看似随意的拼贴实际上是由无数丝网印刷素材组成，这些素材被分割后再精细地重新组合成为一幅具有整体感的图案以及阿迪达斯三叶草logo，每一块材质都来自一幅Nini Sum的丝网印刷作品。该设计传达着原创、创意以及一种毅力。

Wang Meng

Movement, fashion, and culture are three pillars of the adidas Originals brand and capture the ideas expressed in this piece. The inspiration for this design comes from Adolf Adi Dassler’s classic three stripes, which travel above the mountains and clouds to create a world full of color and vibration.

动感、时尚和文化是阿迪达斯三叶草品牌的三大支柱，而这些都被融入这个作品中。该作品让Adolf Adi Dassler的经典三条纹穿行与山海和云雾之中，展现出一个色彩缤纷的精彩世界。

Nini Sum

The inspiration for this piece came from the adidas Superstar shoe. The reflection of the mirror is used to create the symmetry of the adidas Originals trefoil logo and express a sense of liveliness and youth.

这个作品的灵感来自于adidas Superstar的鞋型。利用镜面的反射原理创作出对称的阿迪达斯三叶草的图标，表达了一种活力及年轻的感觉。

Veiray

Different elements of street culture come together – criss-crossing and interweaving – to pay tribute to the adidas Originals trefoil logo and pass on the spirit of freedom.

将不同的街头文化元素层叠地穿插交错并聚集在一起，以表达对阿迪达斯三叶草logo的一种传承。

Shadow Chen

An imaginary island landscape where adidas Originals footwear and trefoil logo melt in and out of existence as colorful liquid forms, featuring patterns and textures unique to the brand’s footwear soles.

一个以液态形式将阿迪达斯三叶草的logo及其独特的鞋底图案与纹理进行变形的幻象岛。

Coozie

A colorful visual interpretation of windblown clouds that features the adidas Originals trefoil logo among other ‘set-of-3′ line forms and geometric shapes. The composition conveys a positive, uplifting energy.

被风涌起的云以三线性的形式再结合几何图形，并以丰富多彩的视觉效果诠释了阿迪达斯三叶草的logo。该作品传达了一种积极向上的能量。

Huang Yulong

Huang Yulong creates classic hip hop sculpture to pay homage to the adidas Originals brand and its spirit of creative expression.

黄玉龙创作的经典的嘻哈雕塑以致敬adidas Originals品牌及其原创精神。

China “All Originals” Campaign

adidas Originals

We created a campaign for adidas Originals showcasing local Chinese creative talents that exemplify key pillars of the brand’s heritage and DNA: originality, creativity, and self-expression.

The campaign was executed via a video and photography series that captured the stories of Gi Ming’s fixed-gear bike crew, Kang Mao’s punk-rock band SUBS (杀不死), tattooist Zhuo Danting, experimental sound artist Li Jianhong, creative extraordinaire Edison Chen, and singer / songwriter / actor Eason Chan. The videos were placed online, in retail, and in taxi cabs, with photography assets used across all print media and retail in Greater China.

We worked with Shanghai-based photographer Ka Xiaoxi to produce the photographs for this shoot, which were shot on analog film in order to achieve a raw, gritty, and authentic feel.

我们为阿迪达斯三叶草 (adidas Originals) 创作了展示本土创意人才的系列广告以体现其原创、创意、自我的品牌精髓。

整个广告系列通过视频短片和摄影的方式分别捕捉到季明与他的死飞团队、抗猫与她的乐队SUBS (杀不死)、纹身师卓丹婷、实验声音艺术家李剑鸿、创意非凡的陈冠希以及身兼歌手 / 词曲人 / 演员身份的陈奕迅的不同故事。视频短片被用于大中华地区的线上、店铺及出租车内的宣传，平面硬照则被用于全媒体及店铺。

我们与上海摄影师咖小西合作以更原始、更质感、更真实的胶卷摄影完成此次平面拍摄。

Gi Ming & Beijing Fixies / 纵无羁

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Beijing Fixies, China’s original fixed-gear bike crew, chiefly consists of Gi Ming (季明), Wang Peng (王鹏), Tang Chenshu (汤晨澍), Liang Xing (梁星), and Xiu Zilue (修梓略).

In the video, Beijing Fixies members tell us about fixed-gear culture in China, the feelings they have when riding through the streets of their beloved Beijing, the friendships they’ve formed around their bikes, and remind us to be free and do what makes us happy.

作为中国最早一批死飞团队，北京死飞的主要成员包括：季明、王鹏、汤晨澍、梁星、修梓略。

短片中，北京死飞的成员为我们讲述了中国的死飞文化、他们在北京钟爱的街道上骑行的感受、因死飞而结缘的友情，让人们体会到追求自由的快乐。

Zhuo Danting / 卓无阻

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Zhuo Danting is arguably China’s most original and well-known tattoo artist, not to mention a lovely painter and illustrator.

In the video, Zhuo Danting tell us about the stories behind her and her patrons’ tattoos, misconceptions in China (and around the world) about body art, and some of the crazy things she does but thinks are perfectly normal.

卓丹婷不仅可以说是中国最早且最为知名的纹身师之一，她亦是一位优秀的画家和插画师。

短片中，卓丹婷为我们讲述了她与客人纹身背后的故事、她做过的自认为很正常却被别人称为疯狂的事，以及中国 (及全球) 对纹身艺术的成见。

Edison Chen / 肆无争

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Edison Chen is a Hong Kong-based film actor, hip-hop artist, record producer, fashion designer, and all-around pop icon / creative extraordinaire.

In the video, Edison talks about himself as a creator and gives us a heads up about what to expect from his new album. Edison plans to use the album as an opportunity to get a few things off his chest and speak to the people that matter most, his fans.

陈冠希是一个集电影演员、说唱歌手、唱片制作人、时尚设计师于一身且拥有非凡创意的流行偶像。

短片中，陈冠希以一个创作者的身份让我们对其新专辑充满期待。陈冠希希望通过专辑将他心中最想表达和分享的话传递给他的粉丝。

Kang Mao & SUBS / 噪无疆

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Kang Mao is the lead singer of the punk rock band SUBS (杀不死), one of the original and now longest-standing bands in China’s music scene.

In the video, Kang Mao talks about SUBS’s music and herself coming from Mars; and reminds us all to to stay true to ourselves, be natural, and no matter what, always strive to express ourselves.

抗猫是朋克乐队SUBS (杀不死) 的主唱，他们是迄今依旧活跃在中国音乐圈中资历最深的原创乐队之一。

短片中，抗猫与我们谈论着SUBS的音乐并声称自己来自火星，她希望人们不论何时何地都要勇敢去做最自然最真实的自己，并勿忘时时表达自我。

Li Jianhong / 探无界

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Li Jianhong is the godfather of experimental music and sound design in China.

In the video, Jianhong explains his approach to creating music whether it be recording the ambient sounds of a forest or creating distorted feedback on his guitar. Because of his eclectic style, he prefers not to label his music, but rather just find inspiration in everyday life around all of us.

李剑鸿是中国实验噪音之父。

短片中，李剑鸿向我们解释了他是如何用吉他和自然环境声音的采样来创作音乐的。因为他音乐风格的关系，他并不喜欢在人人都在经历的日常生活中收集声源。

Eason Chan

Eason Chan is a Hong Kong-based actor, singer, songwriter, and all-around pop icon – sometimes called the “King of Asian Pop.”

Eason reminds us to stay true to ourselves at all costs and break from the “follow” culture of today’s social media. Be one who is followed, not who follows.

陈奕迅是集香港演员、歌手、创作人于一身的流行偶像——也被称为“亚洲流行天王”。

陈奕迅提醒我们要不惜一切代价去做真我，不要随波逐流。而是要成为引领潮流的人。

溯 · 造新生

Onitsuka Tiger

CAMPAIGN OVERVIEW: We created a seasonal campaign for Onitsuka Tiger featuring popstar and actress Chris Lee (Li Yuchun). The campaign concept, 溯 · 造新生, storytells around the brand’s iconic, retro heritage and stresses the inherent virtue of progress and innovation: how the past informs the future. Each month of the campaign builds on the “溯 · 造“ storyline with different interpretations of creating “new from the old”; how tradition and legacy pave the way for what lies ahead.

The campaign ran throughout Greater China across all media.

January / 溯 · 造新生

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The January campaign visually re-interprets the classic Opening Ceremony country flags from the most iconic Olympic Games of all time – Mexico 1968. Chris Lee embodies the essence of the Onitsuka Tiger brand heritage with a message to consumers to re-envision the classics in order to find the best in themselves.

February / 溯 · 造新范

The February campaign redefines style with ultra-modern visuals and high fashion sensibilities. Chris Lee inspires consumers to discover the true meaning of fashion – to not be a slave toward trends, and to constantly re-invent themselves with confidence, attitude, and freedom of expression.

March / 溯 · 造新样

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The March campaign re-defines cool with throwback visuals inspired by vintage 70’s and 80’s Americana. Chris Lee takes consumers on a journey back into time to discover the true and time-tested essence of “retro.”

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April / 溯 · 造新趣

The April campaign is inspired by endless poolside vibes under sun-drenched skies. Chris Lee delivers a message to consumers to shake off the dust of winter by reinventing themselves with unforgettable fun times as summer approaches.

May / 溯 · 造新凡

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The May campaign is inspired by modern minimalist Japanese design. Chris Lee reminds consumers to embrace “less is more” ethos and that simplicity is the key to discovering extraordinary within the ordinary.