Tag Archives: creative

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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Brand Launch

Staxx

We helped launch Staxx by translating its company mission into a distinct brand identity. That visual interpretation guided the development of a crisply-designed website as well as product imagery, copy, and videos featured in broader marketing communications efforts.

Our creative focused on sharply communicating the Staxx brand mission ‘to create smarter, simpler design in a world of ever-increasing complexity.’

我们为全新发布的Staxx品牌设计了其整体视觉形象。以统一的品牌视觉，创作完成了包括其网站，产品形象大片，宣传文案及品牌短片在内的一系列市场推广内容。

我们的创意致力于帮助Staxx传递其品牌的宗旨”在日益纷繁复杂的世界，我们追求更简单更智能的设计。”

 

Introduction to Staxx

 

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Product Showcase

 

 

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Kids Collection

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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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+101 Denim Campaign

LEE

To help LEE celebrate its 125th anniversary and to promote its commemorative, limited edition line of +101 denim, we created a digital campaign featuring local creative culture brand ambassadors. The campaign photography was a fun series of cinemagraphic portraits. The series captures intimate portraits of local creatives “at work” in their +101 denim, of which, only 1250 top / bottom sets were produced and released in China. LEE leveraged the cinemagraph series on a the brand social platforms and other digital media outlets. We also created a set of still portraits and product shots for the campaign.

为了庆祝品牌LEE成立125周年及推广其限量纪念款+101牛仔系列，我们策划并执行了一场以展现本土创意文化为目标的品牌宣传活动。活动影像以一系列有趣的cinemagraphic形式呈现。这个系列近距离捕捉本土创意人身着+101牛仔在“工作状态下”的瞬间，而该系列在中国大陆地区仅限量发售1250套(上衣及下装)。同时LEE也将我们创作的这些动图系列广告发布在品牌社交媒体和其它网络平台上。除此之外，我们也为此次宣传拍摄了一套肖像和产品图。

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What’s Your Andaz?

Hyatt Andaz

 

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Traveling is a passion that many of us share. The sights, sounds, and smells are all part of the adventure that a new destination brings. This was our inspiration for a short film titled “What’s Your Andaz?” that we created for the launch of Hyatt Andaz in Shanghai. The film tells the story of an Andaz guest (a photojournalist) in town for business, going about his day working and exploring Shanghai through the eyes of the Andaz brand experience. At the end of his day, he finds himself back – not at just any hotel, but – where he should be: home.

Andaz is Hyatt’s new collection of contemporary, boutique-inspired hotels, located in the dynamic, distinctive neighbourhoods of key world cities and inspiring resorts. The Shanghai property is the first Andaz in Asia, and is located in the Xintiandi area (88 Songshand Rd.)

旅行总是大家乐于分享的事情。我们的所见、所闻、所呼吸的别样气息都是目的地所赋予我们的全新体验。这也是此次我们为Hyatt旗下安达仕上海酒店的所创作“你的Andaz是什么？”短片的灵感来源，该片讲述了一位安达仕酒店的客人（摄影记者）在出差过程中，通过安达仕品牌体验顺利地完成工作并探索上海滩的各种奇遇。当一天结束，他回到的不只是一家酒店，而是让他有归属感的地方：家。

安达仕是Hyatt集团旗下当代感十足的精品酒店系类，它一般分布在世界的主要城市和度假胜地的摩登区域。上海安达仕酒店位于新天地（嵩山路88号），是其在亚洲开设的第一家门店。

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Journey of Style

eBay

We created a web series titled “Journey of Style” for eBay Style Xiu’s launch in China. Each episode of the series takes viewers on a journey to the world’s fashion capitals and style meccas (New York, London, Paris, etc.) to meet with eBay partner designers and fashion houses, and explore the unique street styles of each city.

The series showcases the global access and trusted inventory that eBay Style Xiu offers the Chinese market, and inspires consumers with an insider’s look at emerging global style trends.

In addition to the Journey of Style series, we also created a making-of documentary capturing eBay Style Xiu’s inaugural fashion photo shoot in Shanghai.

We created a web series titled “Journey of Style” for eBay Style Xiu’s launch in China. Each episode of the series takes viewers on a journey to the world’s fashion capitals and style meccas (New York, London, Paris, etc.) to meet with eBay partner designers and fashion houses, and explore the unique street styles of each city.

The series showcases the global access and trusted inventory that eBay Style Xiu offers the Chinese market, and inspires consumers with an insider’s look at emerging global style trends.

In addition to the Journey of Style series, we also created a making-of documentary capturing eBay Style Xiu’s inaugural fashion photo shoot in Shanghai.

Journey of Style – New York

 

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In the first episode of “Journey of Style,” we travel to New York City with renowned fashion blogger Peter Xu (徐峰立) and meet up designers / retailers including Steven Alan, Monica Botkier, Catherine Malandrino, The Ruffian Boys (Brian Wolk & Claude Morais), and Charlotte Ronson.

In the first episode of “Journey of Style,” we travel to New York City with renowned fashion blogger Peter Xu (徐峰立) and meet up designers / retailers including Steven Alan, Monica Botkier, Catherine Malandrino, The Ruffian Boys (Brian Wolk & Claude Morais), and Charlotte Ronson.

Journey of Style – London

 

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In the second episode of “Journey of Style,” we travel to London with renowned stylist / author A Qiuqiu to meet up with her English counterpart, fashion blogger Navaz Batliwalla (aka: DisneyRollerGirl).

In the second episode of “Journey of Style,” we travel to London with renowned stylist / author A Qiuqiu to meet up with her English counterpart, fashion blogger Navaz Batliwalla (aka: DisneyRollerGirl).

Journey of Style – Paris

 

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In the third episode of “Journey of Style,” we travel to Paris with renowned Beijing-based fashion designer Zhang Chi to meet up with Parisian actress, TV personality, and fashionista Solweig Rediger-Lizlow.

In the third episode of “Journey of Style,” we travel to Paris with renowned Beijing-based fashion designer Zhang Chi to meet up with Parisian actress, TV personality, and fashionista Solweig Rediger-Lizlow.

eBay Style Xiu – Inaugural Seasonal Campaign Documentary

 

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For eBay Style Xiu‘s launch in China, we produced a making-of documentary with blogger Xu Fengli capturing the brand’s inaugural fashion photo shoot in Shanghai.

eBay Style Xiu is a mass-fashion lifestyle buying platform for the Chinese market bringing the largest online selection of fashion and apparel from around the world to local consumers in a simple and easy shopping experience.

For eBay Style Xiu‘s launch in China, we produced a making-of documentary with blogger Xu Fengli capturing the brand’s inaugural fashion photo shoot in Shanghai.

eBay Style Xiu is a mass-fashion lifestyle buying platform for the Chinese market bringing the largest online selection of fashion and apparel from around the world to local consumers in a simple and easy shopping experience.

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Season Collection Lookbook

D:Fuse

We created bold, colorful lookbook imagery for D:Fuse to showcase the brand’s 2015 Spring / Summer high-heel collection. The images were shot by agency founder and creative director Adam Schokora, and feature model, actress, fashion blogger Edie Tao. In addition, we created a fun behind-the scenes / making-of-film capturing the shoot.

我们为D:Fuse2015春夏高跟鞋系列创作了一套前卫且色彩鲜亮的图片lookbook。该系列由时尚博主兼个性模特的桃巫奇出镜，由本机构的创始人兼创意总监的Adam Schokora亲自掌镜。另外，我们也制作了一条精短的幕后花絮短片。

Behind the Scenes

 

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Flagship Store Art Program

Starbucks

We created an interior art treatment for Starbucks’ flagship store in Shanghai. The store is located on Huahai Rd., and as such, we developed a creative theme that celebrated the rich history and culture of the renowned street: “The Huahai Life.” For the project, we curated and collaborated with seven local Shanghai-based artists to interpret the theme in their own unique ways across multiple-panel canvas installations throughout the store. See the artwork and the stories behind each installation below.

我们为星巴克上海旗舰店创作了一个室内装饰画系列。鉴于该店位于淮海路，我们以“淮海市井”为主题展示这条承载着丰厚历史与文化的著名街道。在该项目中，我们负责整体策划并与七位上海本土艺术家合作，用他们各自独一无二的风格以多画布的展示装置贯穿于店内来诠释整个主题。以下是出自该系列的作品以及作品背后的灵感故事。

Sally Zou

Creative Inspiration: Sipping a cup of coffee, eyes crawling along the lines of a novel, a young girl suddenly finds herself traveling through the history of Huaihai Road, to the library of Jiaotong University’s Nautical School from a time past.

作品概念：女孩喝着咖啡，看着书，思绪渐渐飘入到了那充满历史与文化的年代，在淮海路上，在上海交大前身南洋公学的图书馆里，畅游。

Honghua

Creative Inspiration: Sunny afternoon street scene unfold to reveal bustling pedestrians, classical architecture, and lush greenery on Huaihai Road. The mood is smooth and comfortable like a summer jazz melody.

作品概念：作品创作灵感来源于淮海路前法租界的洋房里弄：晴朗的午后、街道与行人、建筑与窗户、植物与阳光的组合犹如爵士乐一般，展现了一幅充满历史感的淮海路画卷。

Nini Sum

Creative Inspiration: Sometimes when we walk down Huaihai Road, our footsteps become faster and faster. We’re always in such a hurry. But there’s much to learn from those who are just strolling and taking in the moment, never in a rush.

作品概念：走在淮海路上，不知不觉就会加快步伐，变成一位行色匆匆的路人。可是永远有一群人优哉游哉的踱步而行，不紧不慢，悠闲生活,启发着我们。

Wang Meng

Creative Inspiration: Huaihai Road is a blend of China and the rest of the world, with cosmopolitan storefronts and timeworn alleyways. A single wall separates the hustle and bustle of the street from the historical Shanghai Conservatory of Music.

作品概念：淮海路是中国的和国际的，融合了古旧的里弄和现代化的都市街景，与繁华的街道仅一墙之隔的音乐学院，却自成一派，周围的人们过着最安逸的生活。

Shadow Chen

Creative Inspiration: Street signs create the rules of city life. They tell people to stop, to cross, to slow down, to intersect. Underneath these signs on Huaihai Road are the spaces in which people flow, where they change, create, and experience new feelings and connections.

作品概念：街头的交通标示规定着我们的城市生活，它们让人们停留，穿越，放慢，交汇。在那些标示下面流动，产生和经历着人与人之间新的感情联系。

Y33

Creative Inspiration: You can spot people of all different shapes and sizes on Huaihai Road. Men and women, young and old, people from all corners of the globe. This is where they come to meet. You might call it destiny, or maybe it’s just the charm of the area.

作品概念：你总能在淮海路上看到那些各式各样的，有趣的男人、女人，老人，小孩，亚洲和西方人，也许是因为命运，他们在淮海路上相遇，或者只是因为淮海路的魅力！

Xu Jing

Creative Inspiration: On a certain stretch of Huaihai Road lies an enchanted place called Xintiandi, where moment by moment strangers take a chance to become acquaintances, friends, or perhaps even lovers.

作品概念：淮海路新天地路段，是个充满爱的地方。时时刻刻在上演着爱情故事，无论时光如何流逝，新天地是永远不变的在那里守候着下一对爱侣的到来。

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Most Creative People in Business

Fast Company

Fast Company has recognized Neocha as #32 in its “100 Most Creative People In Business” listing. We don’t do what we do for awards, but we’re honored nonetheless. Any success we’ve had is possible only because of amazing clients, great collaborators / partners, and, most importantly, our extraordinarily talented team whose passion, focus, and hard work makes us who we are. We are looking forward to many more years of great creative work. See you there!

Neocha被Fast Company（快杂志）列为“100位商业年度最具创意人物”榜单之32位。我们的所为从不为奖项，但还是很荣幸。我们任何一点点的成功都是因为我们有很棒的客户、合作人 / 合作伙伴，同时，最重要的是， 这一切都归功于我们是一个充满激情、专注且勤奋工作的团队。我们期待在未来创作出更多牛X的创意内容。回见！

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“Sleek Can” Print Campaign

Schweppes

We created a print campaign for Coca Cola’s Schweppes +C product. The campaign was designed to communicate the launch of +C’s sleek can packaging and also promote the full portfolio of Coca Cola sleek can products in Greater China.

Campaign photography was shot by agency creative director Adam J. Schokora.

我们为可口可乐旗下的怡泉+C品牌创作了一组平面硬广。该主视觉旨在呈现+C摩登罐包装并全面配合可口可乐全套摩登罐在大中华地区的全面上市。

该平面广告由本机构创意总监Adam J. Schokora掌镜。

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