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。
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.
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.
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.
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。
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.
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.