Tag Archives: neocha

“Rethink” Installation

Lee

 

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In the early stages of LEE’s Rethink denim jean production process, recycled coffee grounds are used as fiber to reduce environmental impact. LEE engaged us to create a retail installation to visualize its sustainable approach and challenge consumers to Rethink the denim making process. For the installation, we created a sculpture using raw materials from LEE Rethink’s process. The sculpture is made up of over 5,000 balls of all-natural raw cotton, 200 spools of cotton thread, 50 bags of coffee beans and recycled coffee grounds, and 20 articles of LEE Rethink denim products.

 

在LEE的Rethink (想未来) 丹宁系列的制作初期用回收咖啡渣来生产面料的创新低碳可持续观念来减少对环境的污染。LEE希望通过这样的方式向都市年轻人诠释Rethink (想未来) 主张，喊出可持续宣言。在这个装置中，我们重现了LEE的Rethink (想未来)的整个演变过程，雕塑通过5000个纯天然棉球，200卷棉线，50包回收的咖啡豆和咖啡渣及20条Rethink (想未来) 系列的丹宁产品。

 

The sculpture’s unibody, “mobius strip”-like form beautifully reveals the interconnected nature of the materials in each step of LEE Rethink’s eco-friendly, sustainable denim-making process. The sculpture hangs in LEE’s Shanghai flagship store on Nanjing West Rd. If you are passing by, be sure to check it out.

一体化的雕塑，“莫比乌斯带”的造型体现了LEE在Rethink’s过程中的每一个进步及可持续化的制作过程。这个装置被悬挂于LEE在上海南京西路的旗舰店内。如果你恰好经过，不妨进去一看。

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Season Collection Lookbook

D:Fuse

We created bold, colorful lookbook imagery for D:Fuse to showcase the brand’s 2015 Spring / Summer high-heel collection. The images were shot by agency founder and creative director Adam Schokora, and feature model, actress, fashion blogger Edie Tao. In addition, we created a fun behind-the scenes / making-of-film capturing the shoot.

我们为D:Fuse2015春夏高跟鞋系列创作了一套前卫且色彩鲜亮的图片lookbook。该系列由时尚博主兼个性模特的桃巫奇出镜，由本机构的创始人兼创意总监的Adam Schokora亲自掌镜。另外，我们也制作了一条精短的幕后花絮短片。

Behind the Scenes

 

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Flagship Store Art Program

Starbucks

We created an interior art treatment for Starbucks’ flagship store in Shanghai. The store is located on Huahai Rd., and as such, we developed a creative theme that celebrated the rich history and culture of the renowned street: “The Huahai Life.” For the project, we curated and collaborated with seven local Shanghai-based artists to interpret the theme in their own unique ways across multiple-panel canvas installations throughout the store. See the artwork and the stories behind each installation below.

我们为星巴克上海旗舰店创作了一个室内装饰画系列。鉴于该店位于淮海路，我们以“淮海市井”为主题展示这条承载着丰厚历史与文化的著名街道。在该项目中，我们负责整体策划并与七位上海本土艺术家合作，用他们各自独一无二的风格以多画布的展示装置贯穿于店内来诠释整个主题。以下是出自该系列的作品以及作品背后的灵感故事。

Sally Zou

Creative Inspiration: Sipping a cup of coffee, eyes crawling along the lines of a novel, a young girl suddenly finds herself traveling through the history of Huaihai Road, to the library of Jiaotong University’s Nautical School from a time past.

作品概念：女孩喝着咖啡，看着书，思绪渐渐飘入到了那充满历史与文化的年代，在淮海路上，在上海交大前身南洋公学的图书馆里，畅游。

Honghua

Creative Inspiration: Sunny afternoon street scene unfold to reveal bustling pedestrians, classical architecture, and lush greenery on Huaihai Road. The mood is smooth and comfortable like a summer jazz melody.

作品概念：作品创作灵感来源于淮海路前法租界的洋房里弄：晴朗的午后、街道与行人、建筑与窗户、植物与阳光的组合犹如爵士乐一般，展现了一幅充满历史感的淮海路画卷。

Nini Sum

Creative Inspiration: Sometimes when we walk down Huaihai Road, our footsteps become faster and faster. We’re always in such a hurry. But there’s much to learn from those who are just strolling and taking in the moment, never in a rush.

作品概念：走在淮海路上，不知不觉就会加快步伐，变成一位行色匆匆的路人。可是永远有一群人优哉游哉的踱步而行，不紧不慢，悠闲生活,启发着我们。

Wang Meng

Creative Inspiration: Huaihai Road is a blend of China and the rest of the world, with cosmopolitan storefronts and timeworn alleyways. A single wall separates the hustle and bustle of the street from the historical Shanghai Conservatory of Music.

作品概念：淮海路是中国的和国际的，融合了古旧的里弄和现代化的都市街景，与繁华的街道仅一墙之隔的音乐学院，却自成一派，周围的人们过着最安逸的生活。

Shadow Chen

Creative Inspiration: Street signs create the rules of city life. They tell people to stop, to cross, to slow down, to intersect. Underneath these signs on Huaihai Road are the spaces in which people flow, where they change, create, and experience new feelings and connections.

作品概念：街头的交通标示规定着我们的城市生活，它们让人们停留，穿越，放慢，交汇。在那些标示下面流动，产生和经历着人与人之间新的感情联系。

Y33

Creative Inspiration: You can spot people of all different shapes and sizes on Huaihai Road. Men and women, young and old, people from all corners of the globe. This is where they come to meet. You might call it destiny, or maybe it’s just the charm of the area.

作品概念：你总能在淮海路上看到那些各式各样的，有趣的男人、女人，老人，小孩，亚洲和西方人，也许是因为命运，他们在淮海路上相遇，或者只是因为淮海路的魅力！

Xu Jing

Creative Inspiration: On a certain stretch of Huaihai Road lies an enchanted place called Xintiandi, where moment by moment strangers take a chance to become acquaintances, friends, or perhaps even lovers.

作品概念：淮海路新天地路段，是个充满爱的地方。时时刻刻在上演着爱情故事，无论时光如何流逝，新天地是永远不变的在那里守候着下一对爱侣的到来。

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Shadow Art

L'Oreal

 

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We created a light sculpture / shadow art installation for L’Oreal’s Men Expert face wash ”Dare / 敢” campaign. The installation was created by repurposing 300 packages of the product into a hanging 3D sculpture that, when light cast on it, rendered a “敢” (the Chinese character for “dare”) shadow on a studio wall.

This is the first time (and to our knowledge, still the only time) this art technique has been used to produce a Chinese character. A daring task indeed, and we had a ton of fun pulling it together. We spent about two weeks pre-designing and testing the technique, and 12 hours installing the sculpture.

我们为欧莱雅男士专业护肤系列的洁面膏产品的“敢”系列活动创作了一个光影雕塑装置。装置将300个产品包装悬挂于半空营造出一个3D效果。再通过光的照射，将“敢”字呈现于墙面。

据我们所知这是第一次，也是仅有的一次以这种艺术方式来呈现一个汉字。这是一次大胆的尝试，我们用了整整两周时间去做前期设计和技术测试，再花了12个小时做现场执行，这整个制作过程都是非常有趣的。

 

 

Making-Of

 

 

Sculpture Details

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Let’s Gap Together

Gap

 

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We created two commercials for iconic American clothing brand Gap. The 30-second stop-motion pieces bring to life the brand’s “Let’s Gap Together” campaign manifesto with handcrafted screen-printing and painting treatments on Gap products together with a few other playful props. The English version will run in Hong Kong; the Chinese version will run throughout Mainland China.

The brand manifesto in English reads: “Let’s laugh, cry, kiss, fall in love, run, dance, skate, be free, have fun, cut loose, escape, wear what we want, live the dream, and be ourselves, because it’s a big, beautiful world out there. Let’s live it together.”

我们为美国标志性服装品牌Gap创作了2条广告。在30秒的定格动画中我们用丝网印刷和绘画的方式将 “Let’s Gap Together” 的品牌宣言生动的呈现在Gap的产品及其他配件道具上，英文版被用于香港地区，中文版本被用于中国大陆地区。

品牌宣言中文版：“LET’S，笑，哭，亲吻，恋爱，奔跑，跳舞，滑板，自由自在，无拘无束，甩掉束缚，随时，找乐，想怎么穿就怎么穿，梦不停，做自己，因为这是一个大大的精彩世界。让我们尽情体验TOGETHER。”

 

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Making-Of

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Asia Art Collection

Vans

 

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We created a psychedelic animation to help promote the release of Vans’ “Asia Art Union / 亚洲艺术联盟” TEE Collection, Summer 2015.

The collection features exclusive designs from seven Chinese artists: Tyakasha, Panda, Du Yan Ai Zi, Dick Ng, Jahan, Cao Zheng, and Keke.

2015年夏天，我们为Vans “Asia Art Union / 亚洲艺术联盟” T恤系列的推出制作了一条定格动画。

我们集合了7位中国艺术家参与其中的设计：Tyakasha、Panda、独眼矮子、 Dick Ng、Jahan、Cao Zheng、Keke。

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Women’s “Unstoppable” Campaign

adidas Originals

 

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We created a spot for adidas Originals’ “Unstoppable” women’s campaign featuring the brand’s four leading ladies: Rita Ora, Fan Bingbing, Gianna Jun, and Jolin Tsai. The film combines photography stills, live-action footage, and stop-motion animation into a fun, experimental treatment.

我们为adidas Originals名为“势不可挡”的女子系列广告制作了一条视频短片，主角是该品牌的四位女星代言人：Rita Ora、范冰冰、全智贤及蔡依林。短片将静态照片与动态影像相结合以类似定格动画的方式为大家呈现出有趣且略带实验感的效果。

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Gallardo Customization

Lamborghini

We collaborated with Beijing-based graphic designer and painter Liu Zheng (aka: 96K) to create the a fully customized 2012 Lamborghini Gallardo. The project was for a good cause as the car was auctioned by Lamborghini at a special charity event in Beijing.

我们与北京设计师 / 画家Liu Zheng（亦称: 96K）合作为2012兰博基尼的盖拉多车型设计并制作了特别定制款。这个项目也为兰博基尼参与的北京慈善拍卖会增添了亮点。

The inspiration and concept behind the design is based on 1) extending the muscle lines of the car frame, 2) conveying strength and speed, and 3) revealing a mysterious “energy of change” and a sense of wild nature and conquest.

设计灵感及背后的故事基于 1）延长车体线条骨架，2）传达速度与力量，3）透露出“能源变化”和自然原生的神秘以及一种征服感。

 

Making-Of

 

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Most Creative People in Business

Fast Company

Fast Company has recognized Neocha as #32 in its “100 Most Creative People In Business” listing. We don’t do what we do for awards, but we’re honored nonetheless. Any success we’ve had is possible only because of amazing clients, great collaborators / partners, and, most importantly, our extraordinarily talented team whose passion, focus, and hard work makes us who we are. We are looking forward to many more years of great creative work. See you there!

Neocha被Fast Company（快杂志）列为“100位商业年度最具创意人物”榜单之32位。我们的所为从不为奖项，但还是很荣幸。我们任何一点点的成功都是因为我们有很棒的客户、合作人 / 合作伙伴，同时，最重要的是， 这一切都归功于我们是一个充满激情、专注且勤奋工作的团队。我们期待在未来创作出更多牛X的创意内容。回见！

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Seasonal Collection

Helen Lee

 

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We created a fun, psychedelic video cookbook / fashion film for Shanghai-based fashion label HELEN LEE’S. The video showcases the brand’s 2014 fall / winter collection.

我们为上海本土设计师服装品牌HELEN LEE创作了一条有趣的迷幻风格lookbook / 时尚短片，影片展示了该品牌2014年的秋冬系列。

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