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。
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 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 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 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 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。
