headphone | Neocha – Creative Agency

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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。

We created a Chinese New Year campaign for Beats By Dre to celebrate the Year of the Monkey. The campaign theme of 感官新启 encourages us all to “Open Up” our senses and curiosity to new thoughts, to new ideas, and to new influences in order to “See It All,” “Hear It All,” and “Say It All” in the new year.

The keystone of the campaign was a product design collaboration with internationally renowned artist James Jean to create a custom headphone. The campaign also featured storytelling support from Chinese celebrities and tastemakers Jing Boran (actor, representing “See It All”), Ouyang Nana (cellist, representing “Hear It All”), and Rosie Yang (singer, representing “Say It All”).

The campaign ran in greater China and other Asia markets, with product available online and in-store throughout Asia.

为迎接中国传统猴年的到来，我们为Beats by Dre 品牌创作系列广告。广告主题“感官新启”激励我们在新的一年敞开心扉，打开好奇地迎接新的挑战与机遇，看心中所想，听心中所愿，说心中所念。

这支广告片的主角是与国际知名先锋艺术家James Jean合作设计的限量版耳机。该系列广告同时还邀请到井柏然 (演员, 代表”See it All”), 欧阳娜娜 (大提琴演奏家, 代表”Hear it All”), 杨凯琳 (歌手, 代表”Say it All”)来讲述与这款限量版耳机之间的故事。

该系列广告正广泛应用于大中华和亚太地区。产品已在官网发售，也可在亚太地区的Apple店铺内购买。

The product design collaboration showcases James Jean’s signature style in a special edition “Year of the Monkey” Solo2 wireless headphone. The concept behind the design is an unexpected play on the traditional story of The Three Wise Monkeys who “see no evil, hear no evil, and speak no evil.” Jean turns the classic proverb on its head – exploring the way we see, hear, and communicate in a modern context. His three monkeys are no longer unknowing; they can see it all, hear it all, and say it all in an instant. They are awakened, empowered, and curious. Hidden in a camouflage of flowing, white-hot flames, the monkeys’ senses are open to the energy and inspiration of a new age.

这次推出的 Beats x James Jean 猴年特别版 Solo2 Wireless 耳机设计，展现了艺术家 James Jean独特的个人风格。这次 James 的创意来源于谚语故事中“三不猴”, 分别代表 -“非礼勿视, 非礼勿言, 非礼勿闻”, 而他在设计中将“三不猴”彻底颠覆, 用自己的方式进行重新诠释。在他的设计里, 三只猴子不再是无知无视无闻。三只猴子的好奇心被唤醒, 各种感官被打开, 从而获得源源不绝的灵感。2016年五行属火, James 也以火隐喻灵感, 而感官新启的三只猴子也分别隐身其中, 闪耀着创意之火, 创世之趋。

Product Packaging Design

For the campaign we also created 15 and 30 second animated spots, campaign key visuals featuring product and brand ambassadors, a series of short films featuring brand ambassadors, a 15 second spot that aired in New York City’s Times Square jumbotron screen, and a special packaging set for premium product seeding.

我们为该系列广告也创作了15秒及30秒版本的动画，广告主视觉，产品代言人广告大片, 系列产品代言人广告短片，及一支播放于纽约时代广场的15秒广告大片，还包括一套限量版产品包装设计。

Campaign Spot (30 Seconds)