Tag Archives: shanghai

Wild Like Us / 野如我们

Beats By Dre

We created the Chinese New Year campaign for Beats By Dre to celebrate the Year of the Pig.

The traditional zodiac characterization of the pig stands in stark contrast to the youth of China today.

A pig is cute, lazy, kept in a pen, simple, docile…it is prey. China’s youth certainly aren’t pigs.

For this campaign, we told the story of this bold generation not via the pig, but rather via the boar…the pig’s renegade cousin. A boar is full of energy, proactive, free, untamed, brave, fierce, ambitious. It is a predator; it is wild!

The 野如我们 (WILD LIKE US) tagline we developed for the campaign riffs on the 野 character (which means “wild”) in the Chinese word for boar (“野猪”) which literally translates to “wild pig”.

野如我们 “WILD LIKE US” celebrates China’s young generation; a generation bravely moving creative culture forward, fearlessly expressing itself, and, simply put, hell bent on living a wild, carefree lifestyle. For those who aren’t already on board, the campaign was a call to action to join the movement.

为了庆祝2019中国新年的到来，我们为Beats By Dre品牌创作了猪年迎新主题创意内容。

当下的中国年轻人与传统生肖中猪的形象大相径庭。

“猪”给人的概念总是可爱的，被动的，简单的，温顺的。它们被圈养，是猎物。而中国年轻人并非如此。

这次我们希望通过对比“家猪”和“野猪”来讲述一个大胆的新一代的“野”性故事。“野猪”是狂野的，主动的，自由的，勇敢的。它们能量满满，雄心勃勃，是捕猎者。

“野如我们”从“野”出发，阐述展现了“野猪”的特性。

通过“野如我们”这一主题概念，我们将这一群新不走寻常路的新兴人类推至聚光灯下，将他们大胆推动文化前进，无畏表达自我，无所顾虑的“野性”特质展现出来。

Product Design

To support the campaign, we designed a Special Edition Beats Solo3 Wireless product.

The product features an obscured boar head created with clean, abstract, modern line-art. The boar head presents a fierce, brave expression that captures the attitude and outlook of today’s young generation. The white and grey colorway was chosen to be anything but the expected reds associated with Chinese New Year. The gold hits are a nod to holiday wishes of good fortune and prosperity.

We also designed the retail packaging for the product, as well as a special, limited-edition VIP packaging set.

The product is available online and in-store throughout Asia.

我们也为这次的主题内容设计了Beats Solo3特别限量版耳机。

产品侧身以简练，抽象并富现代感线条构成野猪头的形象。野猪头表达了一种无畏勇敢的精神，捕捉了当今年轻一代的态度。以白与灰的色彩搭配替代中国新年惯用的传统红色，再加以象征财源广进的金色点缀使其与众不同。

我们还同时为该产品设计了零售店版包装，及限量版VIP包装。

该款产品已在官网发售，也可在亚太地区的店铺内购买。

Retail Packaging Design

Limited-Edition VIP Packaging Design

 

Marketing Campaign

 

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To bring the campaign alive, we developed video and photo storytelling assets featuring A-list celebrity / Chinese rapper / brand ambassador Kris Wu, and a cast of emerging creatives, athletes, and cultural influencers, such as musicians Gao Jiafeng, Gouachi (a.k.a. DJ Tina), rapper Zhuo Zhuo; fashion designer and vlogger Xiao Pihai; skateboarder Yang Xihuan; basketball star Zhang Ning; b-boy A Suan; and visual artist Rainbo.

The videos were directed by breakout talents BRTHR, with support from production partners Serial Pictures and Gungho Films.

The key visuals were shot by internationally renowned photographer Jeremy Deputat.

On-set photography was captured by David Yan.

The campaign ran in all media throughout greater China.

为了更生动地展现该主题，我们也创作了视频短片及平面主视觉广告片，并由一线明星/说唱歌手及品牌代言人吴亦凡领衔，汇集一波新兴的创意人，运动员及文创意见领袖共同演绎。其中包括：音乐制作人高嘉丰，DJ Gouachi，新生代说唱歌手卓卓，潮流达人及vlogger小屁孩，滑手杨浠镮，篮球运动员张宁，B-boy阿酸，以及视觉艺术家Rainbo。

我们与才华横溢的导演组合BRTHR及制作公司Serial Pictures和Gungho Films共同合作完成视频短片的拍摄。

平面主视觉广告片由国际知名摄影师Jeremy Deputat掌镜。

现场摄影师为David Yan。

所有产出的创意内容在大中华区全媒体使用。

Campaign Spot (30 Seconds)

 

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Campaign Spot (15 Seconds)

 

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Print Campaign

For the print campaign, we worked with internationally renowned photographer
Jeremy Deputat to create a series of key visuals.

The print campaign was released in the brand’s digital channels, brand stores, and high traffic out-of-home locations in major Chinese cities.

我们与世界知名摄影师Jeremy Deputat合作拍摄了一系列平面主视觉。

这套主视觉发布于品牌的线上媒体平台，品牌线下店铺，以及中国主要城市的高人流量户外场所。

 

Out-Of-Home

 

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Gou Pengyou

Airbnb x Eddie Peng

We collaborated with Airbnb to help create a “Night At” campaign featuring A-list actor-turned-Airbnb-host Eddie Peng titled Gou Pengyou / 够彭友. The tagline is a fun play on words with Eddie’s surname (彭) and the word for friend (朋友) in Chinese, meaning roughly, “Eddie’s got you covered, like a good friend.”

The campaign brought together four lucky winners for am epic get-away weekend stay at Eddie’s very own Airbnb listing in Shanghai. Like all Airbnb hosts, Eddie curated a magical experience for his guests, sharing his personal, off-the-beaten-track tips and recommendations about how best to enjoy his neighborhood and the city. Eddie even surprised his guests a few times throughout the weekend to show them around town.

The weekend was filled with great fun, big laughs, and even some tears as Eddie and his new friends got to know each other. Check out the campaign film to see how it all went down.

“Gou Pengyou” was a collaboration between Airbnb’s internal art & design team, Neocha (creative storytelling / content creation). Pure (event planning / execution), and Beamy.

我们与Airbnb合作，共同制造了一场以演员彭于晏作为Airbnb房东的“奇屋一夜”活动，代号“够彭友”。此次活动代号将彭于晏的姓与朋友两个字谐趣结合，示意“够朋友的彭于晏帮你搞定一切。”

此次活动将四位幸运房客聚集在彭于晏位于上海的秘密基地，并一起度过了一个难忘的周末。像所有Airbnb的房东一样，彭于晏为房客们精心准备了一趟精彩的旅程，他和大家一起分享旅行见闻，他的私人路线，让房客真正体验了一把他眼中的城市样子。彭于晏也有在这2天的行程中惊喜出现并亲自带领大家一起四处游览。

这是一个充满欢声笑语和感动泪水的周末，彭于晏也因此与房客们拉进了距离。观看此次活动的记录短片以了解更多。

“够彭友”是由Airbnb内部美术和设计团队，Neocha（故事创意 / 内容制作），Pure（活动策划 / 执行）以及Beamy联合完成。

Campaign Teaser

 

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Campaign Film

 

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Campaign Key Visuals

Stereography 

 

Event Photography

 

Campaign Collateral 

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URBN Playground / 城市嘻游

Beats By Dre

We created a video series called “城市嘻游” (URBN Playground) for Beats By Dre. 城市嘻游 roughly translates to “Urban Playground” with a play on the Chinese characters “嘻” (used in the word for hip-hip) and “嬉” meaning “play” or “having fun” — both have the same pronunciation.

The series celebrates hip-hop culture in different Chinese cities with a few of the scene’s hottest rising stars: JelloRio, a Chendgu-based rapper known for his unique, homegrown vocal style mixing English, Mandarin, Sichuanese dialects; Al Rocco, a cross-cultural American-born-Chinese rapper based in Shanghai; and Nikki Chen, a talented hip-hop dancer based in Taipei.

In each episode, we follow one of the talents as they travel through the city. We see their hoods, their day-to-day, their personal experiences. They share with us their understanding of hip-hop culture and the role of music or dance in their life. Viewers are offered a rare, authentic glimpse into their off-stage personalities.

我们为Beats by Dre创作了主题为“城市嘻游”系列短片。“城市嘻游”这一概念以“嘻”来体现嘻哈精神，也取“嬉”之谐音来体现在城市中玩乐的故事。

在这一系列中，我们聚焦当下的中国嘻哈文化，讲述了三位当红嘻哈新星与其城市的故事：活跃于成都的说唱歌手李佳隆，他以其混合英文，普通话和四川方言的说唱风格著称；活跃于上海的美籍华裔说唱歌手Al Rocco，他以其跨文化的作品为人所知；还有来自台北舞艺精湛的街舞舞者陈妍臻。

我们在每一集中通过镜头跟随其中一位嘻哈人在城市中穿梭游走，通过他们的视角还原他们的日常及其不同的性格。每个嘻哈人也分别分享了他们对嘻哈文化的理解，和音乐/舞蹈在他们生活中的重要性，通过短片一展现他们鲜为人知的真实一面。

 

Al Rocco / Shanghai

 

 

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Nikki 陈妍臻 / Taipei

 

 

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李佳隆 JelloRio / Chengdu

 

 

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“Jala” w/ Bohan Phoenix

Beats By Dre

 

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We created a fun animation for Beats By Dre featuring emerging hip-hop artist Bohan Phoenix.

In his own words, Bohan talks about his unique cross-cultural journey through the United States and China, introduces his crew, explains how spicy food inspires him, and shares his philosophy on what making good hip-hop music is all about.

To learn more about Bohan, be sure to check out the feature story on him via the Neocha Magazine.

我们为Beats By Dre创作了一支趣味十足的动画短片，讲述了新锐嘻哈说唱人Bohan Phoenix的故事。

在动画短片中，Bohan亲述了自己横跨中美文化之旅，并同时介绍了他的伙伴以及食辣给他的灵感，除此之外，还分享自己的嘻哈音乐理念。

想要了解更多关于Bohan的故事，敬请关注Neocha杂志对他的特别报道。

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REMIX Project

Gap

In 1969, a small store opened in San Francisco selling jeans and records to a new generation. Since then, Gap has grown to be a favorite around the world, establishing its place in pop culture with casual, cool clothing and iconic creative work.

Gap has always stood for self-expression and embracing one’s individual style. Today, Gap continues to support the shared spirit of creativity and encouraging the genuine exchange of ideas. By bringing artists from all corners of the world together in the REMIX Project, Gap celebrates them for their passions and continues its heritage in creativity.

The REMIX Project brings together 12 leading-edge American, British, French, Chinese, and Japanese artists to create an exclusive collection of limited edition graphic tees. Artwork in the collection remixes the classic Gap logo T-shirt into bold art treatments that showcase the distinctive style of each artist and celebrate the creative heritage of Gap.

1969年，旧金山开出一家专门卖牛仔服装的小店并开启了一个新纪元。从次，Gap在流行文化领域以其休闲、酷和标志性的创意内容迅速风靡全球。

Gap一直主张自我表达和接受主义的个人风格。如今，Gap继续坚持和鼓励着共享创意的交流精神。此次通过REMIX Project将世界各地的艺术家集合在一起，Gap要为他们的激情和源源不断的创造力喝彩。

REMIX Project让12位分别来自美国、英国、法国、中国和日本的先锋艺术家一起完成了这一限量版图案T恤系列。他们分别以经典的Gap logo为创意出发点并将风格鲜明的个人艺术特色融合在各自的设计中。

REMIX Project Collection

REMIX Project Book

 

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REMIX Project Tote

Fantasista Utamaro － Japan

Fantasista Utamaro is a leading manga and multi-medium artist. Known for ultra pop and technicolor sensibilities, his instantly recognizable work spans the fields of illustration, animation, graphic / textile / fashion design, and even outdoor landscaping.

His design for the REMIX Project hides the brand logotype within traditional Japanese “Karakusa” patterns, pop art coloring, and manga-styled characters. The piece represents hope for the development of cultures around the world.

Fantasista Utamaro是一个知名漫画家及多媒体艺术家。他以波普元素及明锐的色彩著称，他的插画、动画、图形、纹样、时尚设计甚至户外景观设计极易被辨别出来。

他为此次REMIX Project设计的作品中融合了日本传统的“Karakusa” 纹理、波普艺术色彩和漫画风格形象。这个作品代表着将文化发展蔓延至全球的寄望。

 

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Chocomoo – Japan

Chocomoo is a street fashion illustrator and artist. Influenced by rock music, hip-hop, and traditional Japanese calligraphy, her work is always done in a signature black and white line-art style.

Her design for the REMIX Project reimagines the brand logotype among iconic Americana imagery and the things that make me smile: music, fashion, partying, and the sharing of positive vibes with one another.

Chocomoo是一个深受受摇滚乐，说唱及日本传统书法影响的街头时尚插画师及艺术家，她的作品总是以一种黑白线条的风格呈现。

她为此次REMIX Project设计的作品将一些让我看后会心一笑的美国标志性的形象与事物融合在品牌标识中，比如：音乐、时尚、派对以及彼此分享的情境。

 

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Lin Zhipeng (aka: No. 223) – China

Lin Zhipeng (aka: No. 223) is a photographer known for his ability to show the volatile, primal energy of China’s younger generation. His work explores topics of love, sexuality, gender, free expression, and consumption within the context of modern China.

His design for the REMIX Project presents the brand’s logotype amidst some of my favorite recent images to form a snapshot collage of daily life in contemporary China.

林志鹏（又名：编号223）是一个以表达躁动的青春荷尔蒙而被众人所知的中国新生代摄影师。他的作品探寻的正是当代中国最受关注的主题：爱、性、性别、言论自由。

他为REMIX Project创作的作品，将其近期所拍摄的反应当代中国日常生活的照片作品以拼贴的形式重塑了经典的品牌标识。

 

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Candy Bird – Taiwan

Candy Bird is a renowned street artist and illustrator who creates unique and playful visuals addressing social injustices and environmental concerns around the world.

His design for the REMIX Project incorporates the brand’s logotype into a satirical composition that serves as a reminder for us to curb our obsessions with media and celebrity culture.

Candy Bird是一位知名的街头艺术家和插画师，他独具特色且趣味十足的作品旨在揭露社会不公现象以及全球环境问题。

他为REMIX Project创作的作品，将经典的品牌标识巧妙地融合到他的画作中，旨在提醒我们应该抑制自身从媒体和明星文化中所受的影响。

 

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Prodip Leung – Hong Kong

Prodip Leung is a painter, illustrator, graphic designer, and the bassist for the legendary Cantonese hip-hop group, LMF. Combining music with experimental art, his work draws from the legacies of street art, cartoons, and pop culture.

His design for the REMIX Project presents the brand logotype amidst a spin-off of my “Monster Pit” print series, with its retro-fashioned, “slamdancing” creatures of the night.

Prodip Leung（梁伟庭）是一位香港画家、插画师、平面设计师以及颇具传奇色彩的粤语嘻哈乐队LMF的贝斯手。他的作品提取了街头艺术、卡通及流行文化的精髓，常常结合了音乐和实验艺术。

他为REMIX Project创作的作品，是其带有复古时尚，且充满“slamdancing”夜生物的平面创作 —— 我的 “Monster Pit” 系列的一种延续。

 

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Maud Vantours – France

Maud Vantours is a designer and artist who works with layered, cut, and folded paper to create colorful 3D sculptures of hypnotizing patterns and textures.

Her design for the REMIX Project is inspired by nature and dreamscapes. She reimagined the brand logotype within a multicolored and multilayered paper sculpture design that mimics the patterns of waves, mountains, and wind-blown clouds.

Maud Vantours是一个设计师及艺术家，她的3D雕塑作品以层叠、裁剪和折纸方式呈现出一种色彩鲜亮且有着重复模式和肌理感。

她的REMIX Project作品灵感来源于自然与梦境，她将品牌标识隐匿于色彩缤纷和层叠的波纹、山脉及被清风拂云朵的纸塑中。

 

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Loïc Lavenu (aka: Xoil) – France

Loïc Lavenu is a world-renowned designer and tattoo artist acclaimed for pioneering an abstract graphic style of tattooing. His work pushes tattoo aesthetics into new realms inspired by digital illustration, photography, and collage.

His design for the REMIX Project positions the brand logotype within a collaged and transitional reflection of the things that inspire him: geometry, colors, lines, movement, and life’s circadian rhythms.

Loïc Lavenu作为世界知名设计师和纹身艺术家，一直以来的志向就是不断摸索创新一种抽象的纹身风格。他将纹身美学推进到一种新的高度，而他的灵感来源于各式各样的图形图像设计、摄影以及拼贴画。

他为REMIX project创作的作品是将品牌标志融入在了一个类似拼贴画的意境之中，这个设计中会看到他受几何、颜色、线条、动感以及生命巡回等种种理解的启发。

 

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Quentin Jones – UK

Quentin Jones is an artist, filmmaker and photographer. Her aesthetic is a modern take on the surrealist tradition, realized largely through photomontage and loose paintwork.

Her design for the REMIX Project is inspired by fashion iconography, and combines the brand’s logotype with simple but impactful collage and brush-work elements to create an ambiguous form composed of eyes, legs and letters.

Quentin Jones是一名艺术家、导演和摄影师。她的超现代主义独特审美跨越传统，并通过蒙太奇的方式和张弛有度的颜料绘画来展现。

她这次为REMIX project创作的作品，灵感来源于将时尚的肖像与品牌标识相结合，并运用简单却颇具效果的拼贴画及画笔将眼睛、腿和字母这些看似无关的元素联结在一起。

 

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Neville Brody – UK

Neville Brody is a pioneer in the fields of graphic design, art direction, and digital typography. With a career spanning four decades, he is widely acclaimed for his iconic typeface designs.

His design for the REMIX Project reinterprets the Gap letterforms using fluid lines and spaces that create an infinite gridded loop where cultural life pools take place and grow.

Neville Brody是一名先锋平面设计师、创意总监、数字字体设计师。四十年的职业生涯中，他传奇性的字体设计作品被大家广为赞誉。

他的REMIX Project设计采用流畅的线条和空间，将GAP字样创作为无限循环的圈体。这个作品展示出了永不终止的文化生活不断发生和发展的意义。

 

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POSE – USA

POSE uses bright colors and tight graphic stylings to create images that jump off walls. Inspired largely by the tradition of pop art, his work integrates illustration, lettering, screen print aesthetics, humor, and even violence.

His design for the REMIX Project reimagines the brand logotype within a contemporary portrait. The composition conveys modern expression and human experience as they are: constantly in flux, complex, and affected by environment and everyday experience.

POSE采用明亮的色彩和紧密的图形风格创造了独具一格大胆图像。受到传统波普艺术的启发，他的作品集插画、印字、丝网印刷、幽默，甚至暴力学为一体。

他为REMIX Project创作的作品巧妙地将品牌标识交融到当代肖像之中。该作品传达了现代人对不断变化的、复杂的、受环境影响和日常生活的情感和体会。

 

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Jessica Hische – USA

Jessica Hische is a letterer, illustrator, and crazy cat lady known for her silly side projects and occasional foul mouth.

Her design for the REMIX Project uses vintage-inspired typography made modern though context and color. Mixing historical letterforms with modern graphic geometric decoration, she reinterpret the Gap logotype in a sophisticated and unexpected blue, teal, and yellow color palette.

Jessica Hische是一名字体设计师、插画师以及疯狂的爱猫人，她以一些奇怪的小项目和偶尔的粗口著称。

我为REMIX Project创做的作品采用复古风格排版，重新传达了现代信息。组合复古字母形式与现代图形的几何装饰，我在一个丰富的和意想不到的蓝、蓝绿、黄的色板中重新诠释了GAP标识。

 

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Kyle Pierce – USA

Kyle Pierce is an illustrator and photographer who enjoys building layered narratives from photographs, illustrations, and bits of simple hand-drawn type.

His design for the REMIX Project is inspired by San Francisco, the city I live in and where Gap was founded in 1969. His design presents the Golden Gate Bridge within a contour of the city borders, while letterforms and the brand logotype recreate the fog that so frequently graces “The Gate.”

 

Kyle Pierce是一个喜欢将照片、平面设计和简单的手绘相互叠加的插画家和摄影师。

他的REMIX Project作品灵感来源于他所居住的城市，同是GAP品牌于1969年所成立的发源地旧金山。他的设计将金门大桥的影像结合在旧金山版图剪影形状之上，同时以该城市常见的迷雾以字母和品牌标识体现，笼罩在“金门”之上。

 

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H&M x Post-It Capsule Collection

H&M

 

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We created a campaign to support the launch of H&M x Post-It’s limited-edition capsule collection. The campaign featured rising star model and street culture badboy He Huanxin hero’ing the color-block inspired looks in saturated, summery urban locations in Shanghai.

Shop the collection at H&M.com.

我们为H&M与POST-IT贴纸合作出品的限量合作款系列产品创作了一组平面硬照和一条视频短片。受该系列明亮的贴纸配色所启发，我们以高饱和度的背景色突出服装本身的颜色并通过自带街头气质的年轻男模何焕新倾情演绎，营造出初夏街头的气息。此次拍摄于上海取景完成。

该系列可在H&M.com购买。

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Store Art Program

adidas Originals

adidas Originals engaged us to execute an art program in some of the brand’s key China market stores. The aim of the program was to introduce local art culture into adidas Original’s retail spaces and reflect the brand’s core values.

阿迪达斯三叶草委托我们在其中国市场的一些主要门店展开了一个艺术项目。该项目旨在将本土艺术文化带入阿迪达斯三叶草的店铺空间内并反映其品牌的核心价值。

For the project, we collaborated with a variety of local artists, including: Veiray, Wang Meng, Nini Sum, Wang Sijia, Huang Yulong, Ding Hao, Dun Xiaoxian, Xiaomi Keke, Coozie, and Shadow Chen to create brand-inspired installations and turned the stores into platforms for self expression, originality, authenticity, creativity, and individuality.

在这个项目中，我们与各店铺所在地的艺术家合作，这其中包括：Veiray、王萌、Nini Sum、王思佳、黄玉龙、丁浩、墩小贤、小米可可、Coozie以及Shadow Chen，他们以品牌精神为灵感所创作出来的装置作品通过店铺这个平台进行展示，以传达一种自我表达、原创、实质、创意以及个性的理念。

Veiray

Various elements come together to create a unique blue and white 3D collage and a new take on the adidas Originals logo. The piece aims to inspire others to discover their own creative potential.

以多重元素组合成为一个独特的蓝白色3D立体拼贴，并以全新造型展现阿迪达斯三叶草logo，该作品旨在启发他人发现自我的创造潜力。

Nini Sum

What looks like a random collage is actually composed of countless pieces of screen-printed materials stripped apart and meticulously pieced together to create the overall pattern and the adidas trefoil logos. Each piece of material comes from a unique screen-printing art work of Nini Sum’s. The design expresses originality, creativity, and the spirit of perseverance.

看似随意的拼贴实际上是由无数丝网印刷素材组成，这些素材被分割后再精细地重新组合成为一幅具有整体感的图案以及阿迪达斯三叶草logo，每一块材质都来自一幅Nini Sum的丝网印刷作品。该设计传达着原创、创意以及一种毅力。

Wang Meng

Movement, fashion, and culture are three pillars of the adidas Originals brand and capture the ideas expressed in this piece. The inspiration for this design comes from Adolf Adi Dassler’s classic three stripes, which travel above the mountains and clouds to create a world full of color and vibration.

动感、时尚和文化是阿迪达斯三叶草品牌的三大支柱，而这些都被融入这个作品中。该作品让Adolf Adi Dassler的经典三条纹穿行与山海和云雾之中，展现出一个色彩缤纷的精彩世界。

Nini Sum

The inspiration for this piece came from the adidas Superstar shoe. The reflection of the mirror is used to create the symmetry of the adidas Originals trefoil logo and express a sense of liveliness and youth.

这个作品的灵感来自于adidas Superstar的鞋型。利用镜面的反射原理创作出对称的阿迪达斯三叶草的图标，表达了一种活力及年轻的感觉。

Veiray

Different elements of street culture come together – criss-crossing and interweaving – to pay tribute to the adidas Originals trefoil logo and pass on the spirit of freedom.

将不同的街头文化元素层叠地穿插交错并聚集在一起 ，以表达对阿迪达斯三叶草logo的一种传承。

Shadow Chen

An imaginary island landscape where adidas Originals footwear and trefoil logo melt in and out of existence as colorful liquid forms, featuring patterns and textures unique to the brand’s footwear soles.

一个以液态形式将阿迪达斯三叶草的logo及其独特的鞋底图案与纹理进行变形的幻象岛。

Coozie

A colorful visual interpretation of windblown clouds that features the adidas Originals trefoil logo among other ‘set-of-3′ line forms and geometric shapes. The composition conveys a positive, uplifting energy.

被风涌起的云以三线性的形式再结合几何图形，并以丰富多彩的视觉效果诠释了阿迪达斯三叶草的logo。该作品传达了一种积极向上的能量。

Huang Yulong

Huang Yulong creates classic hip hop sculpture to pay homage to the adidas Originals brand and its spirit of creative expression.

黄玉龙创作的经典的嘻哈雕塑以致敬adidas Originals品牌及其原创精神。

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Year of the Monkey Campaign

Beats By Dre

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)

 

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Campaign Spot (15 Seconds)

 

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New York City / Times Square 

 

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Print Campaign Key Visuals

Jing Boran / See It All

 

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Ouyang Nana / Hear It All

 

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Rosie Yang / Say It All

 

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感官新启 / Open Up, featuring Jing Boran, Ouyang Nana, & Rosie Yang

 

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Apple In-Store Event / James Jean

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House of Vans

Vans

 

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We created an animated spot to promote Vans’ annual House of Vans summer event series in Asia. House of Vans is a traveling hub of culture, creativity, and sport in which Vans celebrates its main brand pillars: music, art, skate. House of Vans made stops in Shanghai, Guangzhou, Hong Kong, and Seoul, and presented a variety of creative workshops (painting, photography, screen printing, etc.), exhibitions, live musical performances, skate opportunities, and raucous partying – a real good time for everyone involved.

For the spot, we collaborated with Chengdu-based illustrator Panda Mei to bring to life his line art in a fun way that tells the House of Vans story. The content was used online, in-stores, and at the House of Vans events throughout Asia.

我们为Vans品牌的House of Vans年度亚洲区夏季活动做了一系列的宣传短片。House of Vans是一场以文化、创意和运动为主题的巡回活动，通过该活动来颂扬品牌的三大核心内容：音乐、艺术和滑板文化。House of Vans此次巡回历经上海、广州、香港和首尔站，呈现了多元化的创意工作坊（绘画、摄影、丝网印刷等）、展览、现场音乐演出、滑板表演以及躁动派对，这绝对是一场众人参与的美妙盛宴。

此次，我们和成都插画师梅洹林(Panda Mei)合作，以一个有趣的方式将他的线条艺术融入在House of Vans的故事中。该片用于网络、品牌门店以及House of Vans亚洲区的活动现场。

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Lu Han’s “Forever Faster”

Puma

 

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We created a spot with Chinese pop-star Lu Han for Puma’s training collection. The spot is part of the global “What Are You Training For?” campaign. The video captures Lu Han’s “Forever Faster” story as he hustles through his training routine, getting fit for the intense stage demands of an A-list entertainer and performer. The work was shot in Beijing and used in-stores, on-line, and in OOH executions.

我们与中国流行界艺人鹿晗合作为Puma的训练系列创作了一条短片作品。该片作为其品牌全球活动“What Are You Training For?”的一部分，短片中通过鹿晗紧密的日常训练镜头讲述了其自身作为一流的艺人和演员对自我要求“Forever Faster”的故事。该片在北京拍摄并被广泛运用于品牌门店、网络以及户外。

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