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.
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.
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.
Campaign Hero Footwear