Tag Archives: neocha

Ignite Infinite Creativity

Huawei

We helped launch Huawei’s P8 smartphone by creating a key visual that tells the story of the product’s creative possibilities. The 18-part key visual was release frame by frame on the brand’s official Instagram account. We created the key visual using the phone’s light-writing and long exposure functionality. The key visual was also used to kick-off an online contest for consumer generated light-writing artwork created with the phone.


我们为华为P8智能手机的全新发布创作了一套主视觉广告以呈现该产品的创意可能性。主视觉被分割成18个部分通过品牌的Instagram官方账号一幅接一幅的像拼图一样的形式上传展示。我们用P8手机的光绘和长曝光功能创作出了这幅作品,同时它该产品的用户线上光影涂鸦大赛进行了预热。

Geometric Fusion / Fashion Evolution

Lane Crawford

 

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Lane Crawford engaged us to create an innovative and engaging retail window installation at its flagship Shanghai store along bustling Huaihai Rd.

Geometric shapes are the inspiration behind this series of window installations and sculptures, titled Geometric Fusion / Fashion Evolution (时尚演化). Within the forms of rectangle, circle, triangle, and diamond, we remix and fuse four artists’ styles with Lane Crawford’s iconic products.

The installation concept aims to break the boundaries of design across fashion, beauty, and lifestyle; helping viewers discover a new world of style.


连卡佛邀请我们为其上海淮海路旗舰店主橱窗创作了一组系列装置设计。

这组主题为Geometric Fusion / Fashion Evolution (时尚演化)的橱窗装置和雕塑以几何形态元素为创意灵感,融入长方形,圆形,三角形和菱形等多种造型,我们将四位艺术家的独特风格与连卡佛的标志性商品相结合,制作了一组生动的橱窗装置。

此橱窗的设计概念旨在打破时装,美容和生活方式之间的界限; 让观者发掘一个新的感官盛宴。


Circle: A Spacetime Odyssey (星际漫游), Winnie Chi 

Inspired by the work of digital artist Ryoji Ikeda, this installation’s theme is based on the spherical and infinite vastness of the cosmos, incorporating Lane Crawford products into a pop-art style treatment.


受艺术家Ryoji Ikeda的数码作品启发,该橱窗的设计主题基于探索浩瀚无尽的宇宙,将连卡佛的商品置放于具有波普风格的装置设计中。


Diamond: Crystal Force (能量水晶), Sonic Yuan

This installation uses a crystal diamond shape to display an assorted selection of Lane Crawford products. These elements are shown emerging from the diamonds in the style of a chemical reaction.


该橱窗应用了钻石切面造型,以达到全面展示连卡佛的精选商品的效果。这些元素展示出犹如化学反应堆砌而成的钻石生态链。


Rectangle: Art of Life (艺术日常), Shadow Chen

This installation visualizes the connection between a selection of Lane Crawford products and the everyday lives of people who use these products. The square shape represents the interdependant and paraellel natures of an object and its user.


此装置将连卡佛的商品与消费者及其日常生活的可视化串联起来。方形展区体现了商品与消费者之间相辅相成的特性。


Triangle: Nomadic, Sui Yao

Inspired by Alexander Calder’s three-dimensional line drawings, this installation uses Lane Crawford products, including shoes, sweaters, and hoodies, to express the elegance and beauty of visual balance within triangular shapes.


受到Alexander Calder 的立体线条画启发,该装置设计使用了连卡佛商场所售卖的鞋履、毛衣和帽衫,并以此来表达三角式的视觉平衡美。

Chengyu Visualized

Hyatt Andaz

Storytelling takes many forms and idioms are one of the most elegant ways to encapsulate rich stories in just a few words or characters. Those passionate about Chinese culture know “Chengyu” –four character Chinese idioms–are a priceless and colorful source of Chinese myths, folktales, and historical facts that teach lessons about morality, life, and nature.

We’ve always believed that Chengyu should be celebrated more widely and in a variety of styles, including taking a modern approach to the visual reinterpretation of the four characters that make them up and the stories the phrases tell. That’s why we’re proud to announce our collaboration with Osage Art Consultancy to curate and produce an exhibition at Hyatt ANDAZ Shanghai titled “Chengyu Visualized.”

For the exhibition, 21 emerging Chinese artists from all over the country visually interpreted their favorite “chengyu” through typography design and artwork. “Chengyu Visualized” captures the essence of traditional Chinese idioms in a modern way, while showcasing a variety of individual artistic styles through various mediums.

We collaborated with several leading edge Chinese artists: Elephant, Niu Xiaosheng, Lok Ng, Garfield.M, IMKENICAN, Lulu, Mojo, Sally Zou, SO.P, Shrek Su, Hong Hua, Hua Tunan, Coozie, Broken Bike, Mei Lin, Su Sisi, Shadow Chen, Tan Se, Wang Na, Wang2Mu, and Momo.


中国的汉语本就博大精深,而其中富有玩味的成语更是让汉语文化锦上添花,通过凝炼的四字短语(就通常而言)反映、表达出缤纷多彩的人文世界以及人情道理。

一直以来我们都认为成语应该用不同寻常的方式来表现,会别有情趣。很高兴受到上海新天地全新开业的精品酒店ANDAZ的委托,新茶和Osage Art Consultancy合作策划了这次“成语视觉化”的展览。

我们为此邀请了21位来自中国不同城市的创作人针对21个成语进行了一番字体和插画的艺术再创作,用插画向观者传达成语包含的意思,这一饱含中国传统历史文化的成语经过这21位中国年轻创作人之后又会展现怎样的风貌呢?

此次参加创作的艺术家有:大象、牛小盛、Lok Ng、Garfield. M、IMKENICAN、Lulu、MOJO、Sally Zou、SO.P、黑设绘、红花、画图男、Coozie、烂单车、梅林、苏四饲、Shadow Chen、炭色、汪娜、王二木和Momo。


Mei Lin / 柳暗花明

Chengyu – liǔ àn huā míng / 柳暗花明

Literal meaning – “Dense willow trees and bright flowers.” This idiom is often used in times of despair as a mental departure from a difficult situation. It alludes to the beauty of the world and acts as a reminder that there is a light at the end of the tunnel.

Artist interpretation – “This idiom evokes a strong sense of classic and elegant beauty. When it came to font design, I tried to preserve the fundamental style of the character while also smoothing out the lines by adding curves. The illustration uses simple, yet abstract elements to portray poetic scenes of beauty.”


成语 – “liǔ àn huā míng” / 柳暗花明

字面意思 – 比喻由逆境转为充满希望的顺境。

创作解读 – 柳暗花明一直是我很喜欢的成语,它有一种古典优雅的美。在字体设计上,我试图保持基本字形加之流畅的曲线连接,插画运用简单抽象的元素描绘了美好诗意的景致。


Wang2Mu / 逆流而上

Chengyu – nì liú ér shàng / 逆流而上

Literal meaning – “To go against the current.” This idiom is used to describe someone who is willing to break from conformity and is unafraid to try different things.

Artist interpretation – “The emotion captured in this image lies in the man’s facial expression. Through his grimace we see his endurance and perseverance in reaching his goal, while everything around him moves in opposition.”


成语 – “nì liú ér shàng” / 逆流而上

字面意思 – 逆:倒。逆水前进。比喻迎着困难而上。

创作解读 – 画面上的人物逆着流水的方向努力得往上游。


Sally Zou / 珠联璧合

Chengyu – zhū lián bì hé / 珠联璧合

Literal meaning – “Strings of pearls and bands of jade.” This idiom is used to describe things that are a perfect fit for one another; analogous to the round pearls of a necklace fitting flawlessly into the circular jade bands they are coupled with. This phrase is often used to describe a strong marriage between two people or things that work together seamlessly.

Artist interpretation – “I wanted this piece to be a symmetrical composition so as to emphasize the continuity and harmony of the elements. The centerpiece of this illustration is traditional Chinese jade. Surrounding the jade are a variety of precious stones, totems, and pearls that come together cohesively to create this beautiful image.”


成语 – “zhū lián bì hé” / 珠联璧合

字面意思 – 比喻杰出的人才或美好的事物结合在一起。

创作解读 – 璧:中间有孔的玉器。结合各种中国图腾元素和玉雕图案,珍珠联成串,美玉合成双。


Coozie / 口若悬河

Chengyu – kǒu ruò xuán hé / 口若悬河

Literal meaning – “A mouth like a waterfall.” This idiom describes a person who is overly loquacious and tends to babble on.

Artist interpretation – “The powerful currents of water represent an uncontrollable flow of words. The words coming out of the person’s mouth are powerful, but unrefined and aimless.”


成语 – “kǒu ruò xuán hé” / 口若悬河

字面意思 – 讲起话来滔滔不绝,象瀑布不停地奔流倾泻。形容能说会辨,说起来没个完。

创作解读 – 上聊天文 下说地理 他们的话语 如同奔涌的江河。


Imkenican / 鸟语花香

Chengyu – niǎo yǔ huā xiāng / 鸟语花香

Literal meaning – “Bird songs and fragrant flowers.” This idiom describes a beautiful Spring day.

Artist interpretation – “The fine details in the foliage and feathers of the birds are meant to evoke memories of the Spring season, compelling viewers to reminisce about the call of birds and the fragrance of blooming flowers.”


成语 – “niǎo yǔ huā xiāng” / 鸟语花香

字面意思 – 形容春天景色美好。

创作解读 – 画中强硬中带着柔软的线条,加以色块层次的表现法使整个环境中的鸟与花显得更优美,画边的线条加以强调画中的鸟叫得好听,花开得喷香。


Hong Hua / 豆蔻年华

Chengyu – dòu kòu nián huá / 豆蔻年华

Literal meaning – “The cardamom years.” This idiom is used in reference to girls in their early teens, which is widely regarded in Chinese culture as a beautiful and very meaningful age.

Artist interetation – “I wanted to focus on the facial expressions of adolescent girls to reflect the pompous yet innocent attitude they often have at this stage of life. The girls are lost in a bed of beautiful cardamom plants as they bud and continue to grow along side the plants.”


成语 – “dòu kòu nián huá” / 豆蔻年华

字面意思 – 指女子十三四岁时,美好的年纪。

创作解读 – 主要想体现一种繁盛的少女生长姿态,茂密、复杂,带有特定时期浮夸又不确定的情感,采用类似浮世绘装饰画的手法来描绘这样的状态。


Shadow Chen / 沉鱼落雁

Chengyu – chén yú luò yàn / 沉鱼落雁

Literal meaning – “Make fish sink and geese fall from the sky.” This idiom is used to convey the beauty of an extremely attractive woman, implying that her presence is enough to make fish sink and cause geese to fall from the sky in awe of her appearance.

Artist interpretation – “This work is inspired by the wonders of nature and the complexity of human emotion. The beautiful woman in this piece appears to be sad yet tranquil, which reflects her feelings toward her own beauty and the tragic effects it has on the world around her.”


成语 – “chén yú luò yàn” / 沉鱼落雁

字面意思 – 鱼见之沉入水底,雁见之降落沙洲。形容女子容貌美丽。

创作解读 – 画面里的女子为自己的美貌所带来的“鱼沉到水底大雁落下”悲剧结果感到悲伤。


Momo / 蚌病生珠

Chengyu – bàng bìng shēng zhū / 蚌病生珠

Literal meaning – “A sick clam births a pearl.” Clams must first endure the hardship of ingesting gritty sand before they are able to create beautiful pearls. This idiom draws a parallel to people that are forced to deal with adversity throughout their lives. It is through these hardships that they are able to gain a unique perspective on life and their surroundings, and in turn produce some of the world’s most beautiful works.

Artist interpretation – “I chose to use a line drawing method for this piece and incorporated some elements of plane geometry around the clam to represent pearls and other products of its experience. In its lifetime the clam has experienced both tribulation and enlightenment, and it faces it all with a smile.”


成语 – “bàng bìng shēng zhū” / 蚌病生珠

字面意思 – 比喻因不得志而写出好文章来。

创作解读 – 作品用了黑白线描的方法,加入了一些平面几何的元素,画面中间的蚌经历了一番磨难之后,终于开悟了,它脸带笑容。周围的哪些圆形的珍珠和元素,都是它经验后的产物。


Su Sisi / 白鱼赤乌

Chengyu – bái yú chì wū / 白鱼赤乌
Literal meaning – “White fish, red crow.” This idiom is used to describe signs of good fortune.
Artist interpretation – “In traditional Chinese culture, white fish are symbolic of good fortune. The woman featured in this illustration has several tattoos of traditional Chinese totems, including several white fish. Her white fish tattoos bring her good fortune, and with it, she is able to elevate herself above the clouds.”


成语 – “bái yú chì wū” / 白鱼赤乌
字面意思 – 形容祥瑞之兆。
创作解读 – 选择画中出现白色的鱼,因为白色的鱼象征祥瑞之兆。白鱼赤乌这句成语出自南朝,梁,刘勰《文心雕龙·正纬》:“白鱼赤乌之符,黄金紫玉之瑞,事丰奇伟,辞富膏腴。


SO.P / 画龙点睛

Chengyu – huà lóng diǎn jīng / 画龙点睛

Literal meaning – “Bring the painted dragon to life by adding a pupils of its eyes.” This idiom portrays bringing a piece of work to life y adding in intricate details. The expression is often used to describe finishing touches / last steps of a project.

Artist interpretation – “Eyes are the most important element in interpreting emotion and life. They play a pivotal role in helping us understand the world and beings around us. Each individual person’s interpretation of eyes is very different, and by changing unique details in a characters eyes, I’m able to alter the mood of the entire painting.”


成语 – “huà lóng diǎn jīng” / 画龙点睛

字面意思 – 说话或做事关键部位处理得好,使整体效果更加传神。

创作解读 – 成语的趣味在于它可以被随性地定义。“画龙点晴”相比近义的“点睛之笔”,除了“灵性”意味之外更具备主观色彩。“睛”是我们体会世界最主要的媒介,然而它往往会被自己或他人主观的“点”出来,因此我们所体会到的,都会如“画龙”般不同于现实。缺乏主观观察的世界,使字似字,却不完整,需要的便是“画龙点睛”般主观的一笔。


Garfield / 作茧自缚

Chengyu – zuò jiǎn zì fù / 作茧自缚

Literal meaning – “To spin a cocoon around oneself.” This idiom alludes to a person who makes matters more difficult “Eyes are the most important element in interpreting emotion and life. They play a pivotal role in helping us understand the world and beings around us. Each individual person’s interpretation of eyes is very different, and by changing unique details in a characters eyes, I’m able to alter the mood of the entire painting.”

Artist interpretation – “Delicate brushwork, asymmetrical elements, gorgeous colors; these are all things I incorporated into the piece to translate the beauty of life among the chaos of living it. The subject of the painting evokes humor while portraying an interesting view of the human condition.”


成语 – “zuò jiǎn zì fù” / 作茧自缚

字面意思 – 蚕吐丝作茧时,把自己包在里面。比喻人做事原来希望于自己有利,结果却反使自己吃亏受到连累。也比喻自己束缚自己。

创作解读 – 细腻的笔法,不对称的元素,单纯绚丽的颜色,具有动感的构成画面,力图在画面中诙谐而带有趣味性勾勒出的某种生活状态,某种人的状态。为了强调主题中的“自缚”的形象,烘托出这种“失衡”的感受,在画面内容的构架中,瘦弱的主角承载着他背上的巨大的背囊,同时还企图得到更多。运用生活中的各种物质作为一种代表的元素,简单明了的呈现某一种疯狂的生活现象。


Tan Se / 鹤立鸡群

Chengyu – hè lì jī qún / 鹤立鸡群

Literal meaning – “A crane standing among a flock of chickens.” This idiom is used to describe a person who towers above his peers, much as a crane would when standing among a flock of chickens. The expression can be used literally for someone who is physically larger than average, but is most often used figuratively to describe someone who transcends their peers in talent or ability.

Artist interpretation – “This idiom creates interesting imagery in one’s head. I chose to use half anthropomorphic characters to convey my interpretation of both the imagery and meaning of this idiom.”


成语 – “hè lì jī qún” / 鹤立鸡群

字面意思 – 像鹤站在鸡群中一样。比喻一个人的仪表或才能在周围一群人里显得很突出。

创作解读 – 运用半拟人的画面更加直观地表达了这个成语的寓意。


Hua Tunan / 锦绣山河

Chengyu – jǐn xiù shān hé / 锦绣山河

Literal meaning – “A beautiful brocade of mountains and rivers.” This idiom is used to describe the beauty of China’s majestic landscapes, suggesting that the vast mountains and rivers found in China’s countryside are just as beautiful as their depictions in traditional silk embroideries of the past.

Artist interpretation – “I utilized several different materials and techniques to create a traditional landscape painting with a modern twist. I chose to use vibrant colors to make a strong impact that would boldly contradict the monotonous aesthetics of traditional Chinese landscape paintings.”


成语 – “jǐn xiù shān hé” / 锦绣山河

字面意思 – 形容美好的国土。

创作解读 – 以全新的视觉营造传统山水的气势,用颜料做元素,给观者一种视觉上的冲击,颠覆审美上的习惯,从而激发观者的灵感。


Mojo / 掩耳盗铃

Chengyu – yǎn ěr daò líng / 掩耳盗铃

Literal meaning – “To plug one’s ears while stealing a bell.” This idiom is meant to characterize a person that is foolishly blinded by their own self-deception. Such a person would be acting with the same foolishness as a thief trying to steal a bell with his ears plugged; unaware of the attention he is drawing to himself because he has chosen to block out the ringing.

Artist interpretation – “People go to extremes to trick themselves into believing that their delusions could be easier to achieve if they just ignore the obstacles that stand in their way. They remain unaware of the risks and dangers, yet recklessly move forward to entertain their impulses.”


成语 – “yǎn ěr daò líng” / 掩耳盗铃

字面意思 – 偷铃铛怕别人听见而捂住自己的耳朵。比喻自己欺骗自己,明明掩盖不住的事情偏要想法子掩盖。

创作解读 – 有时候人就是会想尽一切办法自己骗自己,以为骗过了自己,假象便能成真,殊不知危机四伏,在他人眼里只是一个自娱自乐的笑话。


Broken Bike / 突飞猛进

Chengyu – tū fēi měng jìn / 突飞猛进

Literal meaning – “To leap and advance boldly.” This idiom is used to describe someone who is able to progress very quickly, advancing by leaps and bounds to a higher level.

Artist interpretation – “In traditional Chinese culture, rabbits are symbolic of speed, much like Superman in modern culture. I drew upon the elements of both the rabbit and Superman to highlight the speed and confidence of someone that is able to make bold advances in life.”


成语 – “tū fēi měng jìn” / 突飞猛进

字面意思 – 用来形容进步的速度很快。

创作解读 – 采用“突”的谐音“兔” 将兔子化身为行动迅速,雷厉风行的超人,通过兔子翱翔天空,速度媲美飞机的英姿,形象地突出“突飞猛进”的主题。


Lok Ng / 非礼勿言

Chengyu – fēi lǐ wù yán / 非礼勿言

Literal meaning – “The impolite must not be said.” This idiom was commonly used in ancient times when Chinese people lived in a very strict hierarchical society. There were many things that people weren’t permitted to say to someone of an older generation or higher social class. This expression is still used today to denote something that is too impolite to say.

Artist interpretation – “The flower and butterfly elements work to establish a sense elegance, while the woman’s facial expressions indicate that she is restraining herself from expressing her thoughts. Her hands work to repress her impolite thoughts, which are represented by the ink splatters that taint the image.”


成语 – “fēi lǐ wù yán” / 非礼勿言

字面意思 – 不合符礼教的话不能说。

创作解读 – 在整体的设计上运用了水彩及水墨的感觉,在纸上绽放出一种优雅的感觉,以花朵和蝴蝶去点缀表现“礼”的美。在画里的出现了两只手分别捂着嘴,预示出没有礼貌的话不能说,不道德的话不能说。背景的墨水预示凡事不礼言相对,必定祸从口。


Niu Xiaosheng / 风和日丽

Chengyu – fēng hé rì lì / 风和日丽

Literal meaning – “Gentle breeze and bright sunshine.” This idiom is used to describe the weather on a beautiful day.

Artist interpretation – “When people see my work, I want them to be able to feel a soft, gentle breeze and the warm summer sun on their face. I utilized a paper cut-out aesthetic, together with refreshing, cutesy colors to capture the warmth and joy of a beautiful sunny day.”


成语 – “fēng hé rì lì” / 风和日丽

字面意思 – 和风习习,阳光灿烂。形容晴朗暖和的天气。

创作解读 – 让看到作品的人的心情像“风和日丽”的天气一样晴朗暖和!作品用了假剪纸投影的效果,清新可爱的颜色诠释了和风习习,阳光灿烂的画面。瓢虫爷爷带着瓢虫奶奶在风和日丽的天气出游,是多么惬意的一件事情啊!


Lulu / 相濡以沫

Chengyu – xiāng rú yǐ mò / 相濡以沫

Literal meaning – “To moisten each other with spit.” This idiom alludes to a Chinese folktale about two beached fish struggling to keep each other alive by using all the fluids they have left in them / around them to moisten each other. The expression is used to implore people to be altruistic in helping one another in times of need, no matter how scarce resources may be and without regard to one’s own well-being.

Artist interpretation – “The use of the black gel pen on white paper outlines the movement of the two mermaids stranded on the beach struggling to make their way back to the ocean. The bottom portion of the piece is meant to provide a stark contrast, showing life in the water thriving as usual.”


成语 – “xiāng rú yǐ mò” / 相濡以沫

字面意思 – 比喻一同在困难的处境里,用微薄的力量互相帮助,只为了保住生命。多用来形容夫妻间的感情。

创作解读 – 运用黑色中性笔在白纸上自由勾勒出唯美动人的画面,相恋的人鱼在沙滩上彼此鼓励,相互扶持,抵抗骄阳,期待着生命延续的奇迹发生。画面下方渲染出欢乐的家园景象,更加反衬出人鱼此时此刻的困难处境。PS里将线条附着上鲜明的色块,于是那个古老动人的传说便如童话般呈现在我们眼前。


Shrek Su (aka: 黑设绘) / 见怪不怪

Chengyu – jiàn guài bù guài / 见怪不怪

Literal meaning – “To see the unfamiliar and not express dismay.” This idiom is used to describe a person’s poise and tranquility in an otherwise strange and unfamiliar situation.

Artist interpretation – “The small monsters that surround the cyclops are the creatures that haunt him. If we can understand that everyone and everything has something they are afraid of, it can help us keep an open mind about the strange and unknown, and teach us not to fear the unfamiliar.“


成语 – “jiàn guài bù guài” / 见怪不怪

字面意思 – 发现怪事怪物不要惊慌,它就不会危害了。

创作解读 – 你见到的怪物是真实的,你梦到的也是真是的,你走进去了才能发现原来怪物是那么多。运用黑白素描的表现方式,这样制作起来很有成就感。画面的构成上,我采用了一只大大的眼球怪物,犀利的眼神看着周围的一切,当然你也见到了他,所以都那么顺其自然吧,部要大惊小怪,要见怪不怪,回头就当做这一切都没发生吧。


Wang Na / 山鸡舞镜

Chengyu – shān jī wǔ jìng / 山鸡舞镜

Literal meaning – “A pheasant dancing in front of a mirror.” This idiom refers to a story in which a pheasant becomes obsessed with her own reflection while dancing in front of a mirror and ultimately dances herself to death. The expression is meant to be a reminder that narcissism is not healthy, and that one should not over-indulge in self-admiration.

Artist interpretation – “I used watercolor as a medium for this painting as it allows for more freedom in creating unrestrained lines. This flexibility enabled me to accurately illustrate the reserved appearance of the pheasant, while simultaneously creating a dynamic dance scene.”


成语 – “shān jī wǔ jìng” / 山鸡舞镜

字面意思 – 比喻顾影自怜,自鸣得意。

创作解读 – 运用水彩这种媒介,更自由洒脱得在纸上画下笔触色块,表现山鸡矜持自己的美貌并热舞的情景,松动的笔触烘托这种活力的气氛,背景画了一些虚幻的魔鬼头像,预示出了山鸡固执于自己的美貌最后却舞蹈到死亡的后果。


Elephant / 鸿鹄之志

Chengyu – hóng hú zhī zhì / 鸿鹄之志

Literal meaning – “A swan’s ambition.” This idiom is used to describe a person with great aspirations.

Artist interpretation – “I wanted to create a contrast in this piece by illustrating an eagle in an aggressive attack position carrying a rose. This contrast of fierce aggressiveness and romanticism implies that a person’s ambitions may not always be as savage as the actions and attitude one must assume to achieve those goals.”


成语 – “hóng hú zhī zhì” / 鸿鹄之志

字面意思 – 形容志向远大。

创作解读 – 浪漫的威慑性格分裂。慑人的爪子叼着的不是死体而是浪漫的玫瑰,在天空翱翔的雄鹰想要向人传达的是有时候用更温柔点的方式也可以完成远大的志向。


Iconic T7 & Suede Collection

Puma

 

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We created a spot with Chinese pop-star Lu Han for Puma’s iconic T7 and suede Collection. The spot features retro Puma T7 tracksuit and suede sneakers in classic color ways: red, blue, black, and grey. Lu Han introduces the product and footwear while dancing through monotone color environments in an 80’s inspired breakdancing montage. The work was shot in Beijing and used in-stores, online, and in OOH executions.


我们与中国流行明星鹿晗合作为Puma经典的T7和suede系列创作了一条短片作品。该片展现了经典的红、蓝、黑、灰四色复古Puma T7运动服和suede球鞋。鹿晗在纯色背景前以80年代流行的霹雳舞蒙太奇展现品牌产品和鞋款。该片在北京拍摄并被广泛运用于品牌门店、网络以及户外执行。

Seasonal Campaign

adidas Originals

We created the 2015 Fall / Winter seasonal campaign for adidas Originals. Working with celebrities and brand ambassadors Eason Chan, Fan Bingbing, JolinTsai, and Gianna Jun in raw, authentic, urban environments, the campaign key visuals communicated the true street fashion spirit of the brand.

The campaign was shot in Beijing, Taiwan, Hong Kong, and Seoul with assets used in nationwide print media, retail / point-of-sale, and digitally. We collaborated with Detroit-based photographer Jeremy Deputat, Beijing-based photographer Chen Man, Seoul-based photographer Hong JangHyun, with select imagery also shot by agency creative director Adam Schokora.


我们为adidas Originals 2015 秋冬系列创作了平面硬广。这次的主视觉结合了色彩丰富的城市场景真实展现了其品牌代言人陈奕迅、范冰冰、蔡依林和全智贤的形象,在真实的城市场景中还原了品牌的街头时尚精神。

平面硬广分别拍摄于北京、台湾、香港和首尔,并被广泛运用于其全国零售店铺,网络,户外和平面媒体的广告栏。我们与来自于底特律的摄影师Jeremy Deputat,北京摄影师陈漫,首尔摄影师Hong JangHyun及本机构的创意总监Adam Schokora共同合作完成了这一季的主视觉拍摄。


Eason Chan / 陈奕迅

Behind the Scenes w/ Eason Chan for adidas Originals 2015 Fall / Winter Campaign

 

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Eason Chan / Superstar Campaign

 

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Fan Bingbing / 范冰冰

Behind the Scenes w/ Fan Bingbing for adidas Originals 2015 Fall / Winter Campaign

 

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Fan Bingbing / Superstar Campaign

 

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Jolin Tsai / 蔡依林

Behind the Scenes w/Jolin Tsai for adidas Originals 2015 Fall / Winter Campaign

 

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Jolin Tsai / Superstar Campaign

 

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Gianna Jun / 全智贤

Behind the Scenes w/Gianna Jun for adidas Originals 2015 Fall / Winter Campaign

 

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Gianna Jun / Superstar Campaign

 

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Li Tianlun / Superstar Campaign

 

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VJ Mian / Superstar Campaign

 

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Hua Tunan / Superstar Campaign

 

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October Print Campaign

Artist Tee Collection

Disney

We ​created a ​collections of custom graphic tees for The Disney Store (China)​. We collaborated with 11 leading-edge Chinese artists and designers ​to ​re-imagining classic Disney characters​ for the collection. Artists featured in the collection include: Sally Zou, Calvin Ho, Jaye Kang, Hua Tunan, Nod Young, Wang2Mu, Left, Lulu, Spoony, Hong Hua and Mei Lin.


我们为中国迪士尼商店创作了定制图案T恤系列。为此我们与11位中国先锋艺术家及设计师合作以迪士尼人物为原型进行再创作。参与此次合作的艺术家包括:Sally Zou, Calvin Ho, Jaye Kang, 画图男, Nod Young, 王二木, Left, Lulu, Spoony, Hong Hua以及Mei Lin.


Donald Duck / Sally Zou


Maleficent / Calvin Ho


Evil Queen / Jaye Kang


Mickey Mouse / Hua Tunan


Goofy / Nod Young


Mickey Mouse / Wang2Mu


Tinkerbell / Left


Mickey Mouse / Lulu


Buzz Lightyear / Spoony


Minnie & Mickey Mouse / Hong Hua


Snow White / Mei Lin

China Brand Launch

Red Bull

 

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To help launch Red Bull in China, the brand tapped Neocha to execute its global Canvas Cooler Project.

The Canvas Cooler Project pairs up-and-coming artists with cool local venue owners to create custom and functional pieces of art: coolers (full of Red Bull product)

We curated 5 artists and tasked them with the challenge of transforming a blank canvas-wrapped Red Bull cooler into an inspired work of art. The finished pieces were unveiled to the public in a one-night only exhibition in Shanghai. Participating artists included: Idlebeats, Kim Laughton, Ka Xiaoxi, Arkham, Elephant, and Chase Wills.

To learn more about the project, the artists, and the exhibition, check out the above documentary we created to capture the campaign.

Additionally, for the exhibition event, we curated an invitee list of local creative culture influencers and designed a presentation of Red Bull Music Academy’s (RBMA) “For The Record” book. For The Record is a celebration of RBMA’s 15th anniversary, in which it links up with a compelling selection of top artists and industry insiders to share conversations and essays on some of the most relevant topics in music today.


品牌Red Bull(银色版)为其在中国的正式上市,委托Neocha执行其Canvas Cooler全球系列之上海站活动。

Canvas Cooler系列活动集结新生代艺术家和本土潮流场所持有人以创作兼备定制款设计和功能性于一身的艺术小冰柜(以Red Bull产品布满柜体)。

我们邀请了五位艺术家参与这次创意挑战,将外观空白的Red Bull冰柜幻化成为一件件艺术作品。最终成品在上海唯一的一场活动当天曝光,此次参与活动的艺术家包括:Idlebeats、Kim Laughton、咖小西、Arkham、大象和Chase Wills。

想要了解该项目、艺术家和展览的更多信息,请点击上方观看我们为此次活动拍摄的纪录片。

除此之外,在展览区域,我们策划邀请了当地创意文化引领者并设计展出了Red Bull音乐学院(RBMA)出版的For The Record一书。For The Record是RBMA十五周年纪念集,其中收录的对话及文章是来自世界顶尖的非凡艺术家和业内人士就当代音乐进行的深远挖掘和探讨。


Canvas Cooler Project

IdleBeats


Kim Laughton


Ka Xiaoxi


Arkham


Chase Wills & Elephant


For The Record


Seasonal Campaign

adidas Originals

We created the 2015 Spring / Summer seasonal campaign for adidas Originals. Working with celebrities and brand ambassadors Eason Chan, Fan Bingbing, JolinTsai, and Gianna Jun, we combined a colorful palette with authentic, raw urban environments to communicate the brand’s true street fashion spirit.

The campaign was shot in Beijing, Taiwan, Shanghai, and Seoul with assets used in nationwide print media, retail / point-of-sale, and digitally. We collaborated with Detroit-based photographer Jeremy Deputat, London-based Photographer Jeff Hahn, Beijing-based photographer Chen Man, and Seoul-based photographer Hong JangHyun.


我们为adidas Originals 2015年春夏系列创作了平面硬广。这次的主视觉结合了色彩丰富的城市场景真实展现了其品牌代言人陈奕迅、范冰冰、蔡依林和全智贤的形象,并还原品牌的街头时尚精神。

平面硬广分别拍摄于北京、台湾、香港和首尔,并被广泛运用于其全国零售店铺,网络,户外和平面媒体的广告栏。我们与来自于底特律的摄影师Jeremy Deputat,伦敦摄影师Jeff Hahn,北京摄影师陈漫以及首尔摄影师Hong JangHyun共同合作完成了这一季的主视觉拍摄。


Eason Chan / 陈奕迅

adidas Originals 2015 Spring / Summer, Behind the Scenes w/ Eason Chan

 

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Fan Bingbing / 范冰冰

adidas Originals 2015 Spring / Summer, Behind the Scenes w/ Fan Bingbing

 

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adidas Originals 2015 Spring / Summer, Women’s Unstoppable Campaign

 

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Jolin Tsai / 蔡依林

adidas Originals 2015 Spring / Summer, Behind the Scenes w/ Jolin Tsai

 

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Gianna Jun / 全智贤

adidas Originals 2015 Spring / Summer, Behind the Scenes w/ Gianna Jun

 

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A Ham Lounge

Pata Negra

Pata Negra is “a ham lounge” in Shanghai that sells, among other tasty dishes and wines, Joselito brand ibérico jamón – the world’s finest ham!

For the restaurant, ​we designed and installed an interior graphic treatment paying tribute to the bits and pieces of Spanish culture that owner Miguel Jonsson is most passionate about: art, music, wine, sport, and of course, ham! The ​interior ​treatment was done in an urban style utilizing a variety of street-art techniques: stenciling, wheat-paste posters, spray can graffiti, and hand painting. Each wall-graphic tells a little story; collectively they convey the overall attitude and personality of the restaurant.​ We also created Pata Negra’s dining set (tableware / napkin / cup).​

The photos don’t do the work justice, so if you have a chance, be sure to stop by Pata Negra (Shanghai, 913 Julu Lu, close to the Changshu Rd. intersection) and experience the space for yourself…over a glass of wine and some ham, of course.


Pata Negra是一家位于上海的“火腿酒吧”,供应各式佳肴、美酒以及来自世界顶级品牌ibérico jamón的火腿。

围绕着酒吧老板Miguel Jonsson对艺术、音乐、红酒、运动以及火腿的热爱,我们将这些设计元素呈现于该酒吧内的各个角落。设计最终通过模版涂鸦、纸贴涂鸦、喷漆涂鸦以及手绘等多种街头艺术手法完成,呈现出一派都市街头风。每一面墙上的图案都讲述着一个小故事;所有角落里的故事相连透露出餐厅的整体格调。并且我们也为Pata Negra创作了整套餐具设计(餐盘/餐巾/茶杯)。

这些照片尚无法体现出整套作品的精妙,所以如果有机会,请务必前往Pata Negra(上海巨鹿路913弄,近常熟路路口)亲自在空间内感受一下其中的氛围……当然,搭配一杯美酒和一份火腿是必不可少的。

这些照片尚无法体现出整套作品的精妙,所以如果有机会,请务必前往Pata Negra(上海巨鹿路913弄,近常熟路路口)亲自在空间内感受一下其中的氛围……当然,搭配一杯美酒和一份火腿是必不可少的。


Lola Flores, a legendary Spanish Flamenco dancer, singer, and actress known for her incredibly artful and passionate live performances.


Lola Flores,一位艺能非凡且热情满腹的西班牙传奇式弗朗明哥舞者、歌手及演员。


“No canta ni baila, pero no se la pierdan!” (English: “She can’t dance or sing, but don’t miss her!) – an infamous quote from a 1953 New York Times review of a Lola Flores show that resonated through the global Spanish / Latin community. Lola was not considered a great dancer or singer, but her legendary performances were unlike any other – bursting with passion and raw art.


“No canta ni baila, pero no se la pierdan!”(译文:“她不能唱也不能跳,但千万别错过她!”)——这是一则来自纽约时报对于Lola Flores表演回顾的著名引言,这句话深得全球西班牙/拉丁语系群体的共鸣。Lola并不能称为是一个杰出的舞者或歌手,但她传奇的演绎方式是人们未曾在其他艺术家身上体验过的 – 那是一种充满热情且爆发力的原声艺术。


Inspiration for bar patrons from the great Spanish artist Pablo Picasso.


激发酒吧投资人灵感的一句话,来自西班牙艺术家Pablo Picasso。


This is a fun play on words with a well-known Spanish saying. In English “Abajo las drogas!” means “down with drugs!”, but it can also be understood as “the drugs are down below / in the basement,” hence the following line: “Beware of the people in the basement.”


这是一句有趣的西班牙名句,中文“Abajo las drogas!”意为“放下毒品!”,但也可以理解为“毒品在下方/地下室”,所以接下去的一句就是“小心地下室的人。”


Subtle smoking area / welcome signage next to the main entrance; the graffiti tag on the woman reads “Buen Appetite.”


主入口旁边绝妙的吸烟区指示牌;涂鸦墙上的女人旁边标注着“祝您好胃口。”


The back wall of the bar area was dedicated to teasing the varietal / grape names of some of Spain’s best wines: Tempranillo, Garnacha, Mencia, Graciano, Mazuelo, Listan Negro, Bobal, Monastrell, Albariño, Moscatel, Moristel, Negramoll.


吧台区以多种西班牙知名葡萄酒名装点背景墙:Tempranillo, Garnacha, Mencia, Graciano, Mazuelo, Listan Negro, Bobal, Monastrell, Albariño, Moscatel, Moristel, Negramoll.


A black Iberian pig (the type of pig authentic “jamón ibérico” comes made from) nibbling on acorns. Acorns gives the meat it’s perfect marbled fat content.


一头伊比利亚黑猪(即:伊比利亚火腿的原料种猪)正在啃食橡果。橡果可让火腿肉质保有鲜嫩的脂肪。


A lyric from Vicente Amigo Girol (a Spanish flamenco composer and virtuoso guitarist) song meaning: “You are pure as the wind that runs through Santiago, and your hands are her gypsy heritage.”


一段出自Vicente Amigo Girol(西班牙弗朗明哥作曲家及顶级吉他手)的歌词,意为:“你纯洁如一股拂过圣地亚哥的风,你的双手是她吉普赛的传承。”


“Las Meninas” (Spanish for “The Maids of Honour”) – a 1656 painting by Diego Velázquez, the leading artist of the Spanish Golden Age. The work’s complex and enigmatic composition raises questions about reality and illusion, and creates an uncertain relationship between the viewer and the figures depicted.


“Las Meninas”(译为:宫娥)——一幅出自西班牙黄金时代的顶级艺术家Diego Velázquez作于1656年的画作。作品散发的复杂迷离气息更加升华了关于现实和幻境的辩题,也让观者和画中人之间的关系更加微妙。


Montse Cortés (aka: Montserrat Fernandez Cortés), a renowned Spanish Flamenco singer


Montse Cortés(又名:Montserrat Fernandez Cortés),知名西班牙弗朗明哥歌手


Graffiti tag: “Shanghai”


涂鸦标签:“Shanghai”



Pata Negra’s “Gran Reserva,” where the jamón ibérico and wine is stored in optimal environment / temperature conditions.


Pata Negra的“Gran Reserva”,在这里,伊比利亚火腿和红酒被储藏在最佳的室温和环境中。


Rafael Amador Fernández, a legendary Spanish flamenco guitarist (& singer) of Pata Negra (the band)


Rafael Amador Fernández,Pata Negra乐队的西班牙传奇式弗朗明哥吉他手(及歌手)。


Duende – “having duende” loosely means having soul, a heightened state of emotion, expression, and authenticity. The word is often connected with flamenco music. “Deunde” literally is a fairy or goblin-like creature in Spanish and Latin American mythology.


Duende——“拥有魔力”大意即是赋有灵魂,一种更高境界的情感、表达以及本真性。这个词通常与弗朗明哥音乐相关。在西班牙和拉丁美洲神话里,“Deunde”的字面意思是类似精灵或小妖精的生物。


Traditional Spanish wall tile patterns recreated with intricate stenciling; used throughout the restaurant space.


传统西班牙砖墙图案以精妙的stenciling重新装点,散落在餐厅的各个角落细处。


Lyrics from an Estopa song titled “Tu Calorro.” The song is about an encounter the band members (José and David Muñoz) had with a woman that made them go crazy. The lyrics roughly translate into English as: “Your perfume is a poison that contaminates the air that your hair chokes; it chokes me so that I can’t speak nor understand because its a drug that makes my head crazy.”


出自Estopa的歌曲“Tu Calorro”的歌词,这首歌讲述了乐队成员(José and David Muñoz)与一位女子的邂逅让他们陷入痴迷的经历。歌词大意为:“你的香水味如毒药般浸染着空气,你的发丝令人窒息,让我如瘾将至,不能言语,它好似一种让人疯狂的毒药。”


Ricardo Zamora (aka: El Divino), a legendary goalkeeper for the Spanish national soccer team in the 20s/30s known for his eccentric behavior and iconic fashion sense. On and off the field, he was a rebel and a showman often in trouble with the law and at times a politically controversial and polarizing figure.


Ricardo Zamora(又名:El Divino),一位在20/30年代以其古怪作风和标志型时尚品味著称的西班牙国家足球队传奇式守门员。赛场内外,他是个在法律或政治层面上都极具叛逆且抢尽风头的争议性人物。


Lyrics from a Raimundo Amador / Pata Negra song titled “Ay Que Gustito Pa’Mis Orejas” that roughly translate into English as: “How comfortable for my ears, wrapped in-between your legs. You say ay! And what can I answer, since I still haven’t heard you.” We put this on the wall between the pizza oven and the hallway to the restrooms because, well, that’s where it seemed most appropriate.


出自Raimundo Amador / Pata Negra的一首歌“Ay Que Gustito Pa’Mis Orejas”的歌词,其大意为:“我的双耳被缠绕在你的双腿间,如此徜徉。你说‘啊’,我却无力应答,因为你的声音尚未到达。”我们把这段话印在披萨烤箱和通往盥洗室的走廊间的墙上是因为……你懂的,这儿似乎是最合适的地方。


“Que Aproveche” – enjoy your meal / bon appetit tagged on the pizza oven.


“Que Aproveche” —— 享受你的餐点 / 祝您胃口好被标在披萨烤箱外。


Womens / Mens bathroom signage


男 / 女盥洗室指示牌


Entrance signage


入口指示牌


Tableware, Cup, & Napkin Set

Together with the Pata Negra’s interior graphic treatment, we designed a dining set (tableware / napkin / cup) to match the street art “look-and-feel” of the restaurant’s atmosphere. Taking inspiration from Lovegrove & Repucci’s original New York and London tableware sets, we created a Shanghai version that fuses together traditional Jingdezhen blue / white porcelain, graffiti type design of Chinese characters, local-Shanghainese dialect slang, and other fun Spanish / Shanghainese culturally relevant elements.

We wanted to feature Chinese characters on the plates because we don’t see enough of them in the local street art scene in China – they are also just so much fun to play with in a graffiti type design style. The characters we chose represent an interesting linguist quirk that we’ve always been intrigued by: the transliteration of English phrasings into local Shanghainese dialect pronunciations. These phrases are not part of standard Mandarin, and some Shanghainese don’t even know that they originated from English pronunciations. Phrases like: 哇色 (wa se – worse), 烂糊面 (lan hu mian – love me), 着台型 (zhao tai xing – dashing), 混枪势 ( hun qiang shi – win a chance), etc. Other tags on the plates reference core Spanish elements of the restaurant, like: tapas, vino, jamón, etc.

The bus is a retro style electric bus used in Shanghai in the 70s / 80s – we tagged it up with the Pata Negra logo,烂糊面, and a customized 南京路-巨鹿路 (Nanjing Rd. – Julu Rd.) travel line sign as the restaurant is located on Julu Rd.. The sidecar motorcycle used to be popular mode of transportation in Shanghai, and can still be spotted on the road her every once in a while. We tagged it up with 烂糊面 and the Pata Negra logo.


除以上Pata Negra的室内图案设计,我们也配合餐厅的街头艺术氛围为其设计了整套餐具(餐盘/餐巾/茶杯)。通过吸取Lovegrove & Repucci品牌的纽约及伦敦餐具的新颖设计灵感,我们创作了融合景德镇蓝白瓷、涂鸦汉字、上海话及其它有趣的西班牙/上海文化相关的元素。

我们希望在餐盘上呈现中文词语,因为在中国本土的街头艺术场所并没有看到太多它们的身影,用涂鸦效果设计这些字词其实很有趣。我们选用的词语都带有双重语系间奇妙的联结:一些上海方言词句是英文词句的音译。餐盘上的词句并非标准普通话,而有些土生土长的上海本地人或许都不知道它们源自于英文发音,如:哇色 (wa se – worse), 烂糊面 (lan hu mian – love me), 着台型 (zhao tai xing – dashing), 混枪势 ( hun qiang shi – win a chance)等等。其它餐盘上的标示参考了该餐厅主要的一些西班牙元素如:tapas, vino, jamón等。

餐盘上的公车是上海七八十年代的老式电车,我们将其与Pata Negra logo、烂糊面以及特别定制旅行路线“南京路-巨鹿路”融合在一起,后者基于餐厅所在地点巨鹿路。而餐盘上的双轮摩托曾在上海风靡一时,时至今日你依然能在街上瞥见它的身影,我们同样也将Pata Negra logo和烂糊面融合到了该设计中。

“No Attitude, No Music” Collection

Tonlion

 

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We created a spot to promote a limited edition t-shirt collection for fashion brand Tonlion. The collection was a collaboration between Tonlion and music portal Kuwo. Tees in the collection come with a set of earphones ergonomically designed into the tee allowing for optimized wire management and listening experience. QR codes in the tees scan through to exclusive content curated by the Kuwo team.

The spot combines live-action shooting, stop-motion animation, and a variety of illustration, painting, and hand-made textural effects. The content was used digitally and in select OOH executions.


我们为服装品牌唐狮的限量版T恤系列创作了一条短片。该系列由唐狮与音乐门户网站酷我合作,该系列中的所有T恤均配有一副可让你更好享受音乐体验的耳塞式耳机,仅需用手机扫描领口处的二维码便能带你进入酷我音乐界面享受专属音乐盛宴。

这条短片结合了动态影像、定格动画,以及大量插画、手绘和手工拼贴效果,该作品被广泛运用于网络以及精选户外媒体。