Tag Archives: shanghai

NMD – What’s Next?

adidas Originals

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To help celebrate the 1 year anniversary of adidas Originals’ game-changing sneaker line “NMD,” we created a campaign featuring a crew of creative culture champions and fashion influencers including actors, television hosts, magazine editors, pop-singers, rappers, models, and style mavens.

We also created an animation for the campaign to show the evolution of NMD over the past year from the now-classic OG colorway to countless iterations of the extended NMD family.

The campaign ran chiefly on social media and digital channels throughout China, with some print usage as well.

我们为adidas Originals的颠覆型鞋款——NMD系列诞生一周年创作了一组以创意界文化先锋和时尚潮人为主角的平面作品，其中包括演员、主持人、杂志编辑、流行歌手、说唱艺人、模特、潮人等。借此来传达“过去赋能未来”的街头潮流精神。

我们同时也为此次推广活动创作了一条动画短片以展现NMD系列在过去一年中是如何从最初的经典配色款延伸到如今多重进阶款式及配色的NMD大家族。

该活动的平面视觉作品及其动画短片被主要用于中国大陆地区的网络和平面媒体宣传。

Higher Brothers / 海尔兄弟

Chen Haipei / 陈海沛

Jasin Chang

Cheng Yingjie / 程颖婕

HyoRaKuHi / 冯乐飞

Jenny Zeng / 曾妮

Jeffery Tung / 董又霖

Annie Sun / 孙伊涵

Alan

Meng Jia / 孟佳

TEISAHIRO

Maxine

Chen Xi / 陈希

Jenny Zhou

Lin Zijun / 林子君

SHANGHAI TO CREATE

adidas

In support of adidas’ flagship store opening on Nanjing West Road in Shanghai, we designed a large-scale installation inside the main entrance. The installation, mounted on a pillar and surrounding walls, showcased Shanghai’s creative muscle while highlighting the brand values / DNA of athleticism and innovation.

For the wall installation, LED lights hidden within different cuts of stainless steel plates formed a surreal map of popular running routes along Shanghai’s Huangpu River.

On the pillar, Shanghainese slang communicating brand philosophies were wheat-pasted and stencil-painted on the surface, establishing a connection between local culture, the brand, and the new store.

为了配合阿迪达斯上海南京东路旗舰店的盛大开幕，我们为其店铺的主入口处设计了一块大型墙面装置及水泥柱装饰。整个装置旨在展现上海的创造力，并以此强调品牌运动及原创精神。让入店的顾客在第一时间感受到品牌的DNA。

整个墙面装置由四种不同的不锈钢材质切割组装而成，通过内嵌式的LED灯光的映衬呈现出一幅以上海黄浦江两岸的跑步路线为主题的抽象地图。

水泥柱通过Wheat-pasted的方式，巧妙地将一些与阿迪达斯品牌精神相契合的上海话呈现于柱体。让顾客在第一时间感受上旗舰店所在城市的文化冲击。

FACE YOUR FIERCE / 天生无束

Abercrombie & Fitch

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We created a campaign for Abercrombie & Fitch titled FACE YOUR FIERCE, featuring Chinese pop star and motorcycle racer Wang Yibo.

Outside influences, others’ opinions, societal labels—none of these are reasons not to live life to the fullest. Being young means taking risks and chasing dreams, but too many young people today faced with a challenge or trying something new are paralyzed by fear. They second-guess themselves and don’t realize what they’re capable of.

Others, like Wang Yibo, know that the future belongs to the fierce and fearless. He’s at the top of his game in music and motorcycle racing, but he isn’t afraid of stepping into unfamiliar terrain, like skateboarding. He may be a novice, but he doesn’t let that stop him, and after every scrape and spill, Yibo just dusts himself off and tries again. He tunes out the naysayers telling him to stick to what he knows, because for him, the challenge is the allure. Failure is just a pitstop on the road to success. His story inspires young people to be to their fullest selves and tap into their fierceness as a way to overcome self-doubt, try new things, and ignore the critics.

The campaign ran in nationwide online / offline media, retail outlets, e-commerce platforms, and select brand events.

“天生无束”是我们为 Abercrombie & Fitch 创设的广告案例，由中国流行歌星和摩托手王一博代言。

外界的论点，大众的眼光，社会的标签——这些都不应是束缚自己的理由。年轻，意味着冒险和追逐梦想。但当下有太多年轻人，在面对挑战或尝试新事物的时候，会被恐惧所支配。只有当他们回看的时候才会意识到自己的能力。

但还有另一批人，就像王一博，他们知道未来属于无所畏惧的人。王一博在音乐和摩托车比赛中名列前茅，但他并不害怕踏入不熟悉的领域——比如滑板。在这个领域他是个新手，可什么都不能阻止他的步伐，每一次刮擦和跌倒后，王一博拍一拍身上的尘土，就从头再来。他让所有的反对者都刮目相看，因为对他来说，挑战本身就是最大的吸引力：失败只是通往成功之路上的一块垫脚石。他的故事激励新生代充分发挥自己，克服自我怀疑、尝试新事物，忽略那些指指点点的看客。

该套物料内容被广泛应用于线上社交媒体，天猫，品牌店铺及线下活动。

Campaign Teaser

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GIFs

Key Visuals

Shanghai Flagship Store Opening

ESPRIT

We created a window display and photo booth installation for ESPRIT’s Shanghai Flagship store launch party and opening period.

The campaign allowed consumers to express themselves by filling in personal statements directly on the glass of the photo booths with fluorescent markers. The booths themselves were colorful, James Turrrel-inspired, neon capsules designed to provide a fun vibe for photo taking.

我们为ESPRIT在上海长宁来福士的旗舰店开幕创作了一组橱窗设计及互动拍照装置。

该活动邀请消费者用荧光笔在互动拍照装置的透明表面写下代表自己的个性标语，霓虹胶囊式的创意拍照装置灵感来源于James Turrel，为人们提供一种别样的炫彩拍照体验。

Store Opening Event Party

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Caged Floral Clouds 花之云笼

Hakkasan

We created a floral art installation for Hakkasan Shanghai titled “Caged Floral Clouds.” The installation helped introduce summer special seasonal menu at the restaurant featuring flower ingredients. The installation decorated walkways, lounge, and ding areas throughout the space, and was on display throughout the summer months.

Inspired by the dreamy beauty of “cloud seas,” we conceptualized, designed, and hand-crafted “Caged Floral Clouds.” The installation is made up of hundreds of colorfully marbled petals, which were designed to resemble peony, jasmine, and orchid flowers. These petals were cut into an assortment of shapes and suspended from the ceiling as a means of calling to mind the free-flowing form of clouds.

The installation complemented the elegance of “The Cage “—Hakkasan’s signature wooden, hand-carved interior window frames. This reimagining of flowers as clouds is designed to reflect the creative spirit of Hakkasan’s menu offering. The soft, pastel colors of the installation contrast the bold red-and-black restaurant interior, creating a layered and visually-engaging experience for guests.

我们为上海Hakkasan餐厅创作了名为“花之云笼”的艺术装置。此装置旨在推广餐厅的夏日特别季活动，以介绍夏日用花为原料精美烹制的限时菜单。整个夏季，让你徜徉在花海之中就餐。

该装置意灵感来源云海，从构思，设计到最终手工制作“花之云笼”。装置由上百张色彩斑斓的花朵大理石组合而成，营造出大气的牡丹，淡雅脱俗的茉莉以及兰花的奇妙景致。附带不同肌理和颜色的花片构成云朵，通过空中悬挂的方式，展现出层叠不休的悬浮花海。

此装置与“笼子”优雅地相辅相成 – Hakkasan标志性的传统木雕窗柩屏风。将花朵进行艺术分解再重现的方式，正如同Hakkasan的菜品一样耐人寻味。此装置为本为红黑色调的餐厅平添一分脱俗的柔美，使得在Hakkasan用餐的客人有了从看到吃的完整感官享受。

Making-Of

Fusion Collection

Lycra

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We created a series of web-spots for Lycra to help communicate unique product benefits and industry-leading technologies of the brand’s Fusion line.

The 60 second spot features five products utilizing Fusion technology put to the test in a surreal world of hyper-realistic proportions and exaggerated, playful movements.

The 45 second spot was created to support Lycra’s B2B communication efforts, with more specific messaging around function and technology that helps 3rd-party brands understand how to best integrate Lycra into their own product offerings.

We also created a spot to help showcase the brand’s plus size offering across the Soft Comfort line.

针对莱卡品牌的融丝纤维防脱散技术丝袜系列，我们为其创作了一系列的线上宣传片以展现该品牌独有的产品性能和工艺特点。

60秒版的短片意将人们引入超现实空间，以夸张及玩味的肢体动作呈现出该产品线的五个以融丝科技为首的核心技术点。

而45秒版的短片则从莱卡品牌的B2B宣传为出发点，因此画面更着重传达了每个功能和科技点等细节，借此帮助第三方品牌全面理解并将莱卡的科技点更好的运用到自身品牌产品中。

同时，我们也创作了一条针对大码用户群拥有柔适技术点的莱卡丝袜产品。

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Year of the Rooster

Airbnb

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To celebrate Chinese New Year, we created a fun animation for Airbnb telling the story of Ralphy, a wanderlust-filled traveling Rooster making his way around the world.

In the Year of the Rooster, Ralphy reminds us to meet someone new at the foot of Mt. Fuji; or connect with old friends in Koh Tao; or perhaps even celebrate with a family reunion in Paris. Wherever your travels take you this lunar new year, we hope the experiences along the way warm your heart with love and sharing. Happy Chinese New Year.

The piece was created by hand in a live, multi-layered environment with frame-by-frame stop-motion animation of laser cut elements. Check out the making-of video and photos to learn more about the process and technique.

为迎接中国新年的到来，我们为Airbnb创作了一条趣味十足的动画来讲述一只名为Ralphy的公鸡周游世界的旅行故事。

在鸡年里，Ralphy带着我们在富士山脚结识新朋友，在龟岛与老友重逢，在巴黎与家人欢聚一堂。新的一年，无论你的脚步去到哪儿，我们都希望爱与分享温暖着你的每一段旅程。春节快乐。

该逐帧定格动画通过纯手工在多层次背景中操作，画面中的所有元素由镭射切割而成。想了解更多相关制作的技术和过程，可查看幕后制作短片及照片。

Making-Of

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Brand Launch

Staxx

We helped launch Staxx by translating its company mission into a distinct brand identity. That visual interpretation guided the development of a crisply-designed website as well as product imagery, copy, and videos featured in broader marketing communications efforts.

Our creative focused on sharply communicating the Staxx brand mission ‘to create smarter, simpler design in a world of ever-increasing complexity.’

我们为全新发布的Staxx品牌设计了其整体视觉形象。以统一的品牌视觉，创作完成了包括其网站，产品形象大片，宣传文案及品牌短片在内的一系列市场推广内容。

我们的创意致力于帮助Staxx传递其品牌的宗旨”在日益纷繁复杂的世界，我们追求更简单更智能的设计。”

Introduction to Staxx

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Product Showcase

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Kids Collection

BeatsX 遇见 X 种自由

Beats By Dre

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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。

10 Year China Anniversary

Vogue

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“Vogue: Beyond Beauty” featuring Sasha Pivovarova

To help celebrate Vogue’s 10th anniversary in China, we collaborated with super models Anja Rubik and Sasha Pivovarova to create two short films that accompanied renowned fashion photographer Chen Man’s cover story for Vogue’s February 2016 issue. The issue, titled “Beyond Beauty (美, 不至于貌)”, is dedicated to showcasing strong, independent women who live and love fashion, but who also have meaningful side projects beyond glamour.

The films tell the story of Anja and Sasha’s effortless beauty in front of the camera, but also of their other talents off the runway: Sasha, being an experienced visual artist with her paintings and illustrations, and Anja, being a budding literary star with her writing and publishing work.

The films were shot in Shanghai at The Peninsula Hotel, with hair by Bill Watson, makeup by Daniel Zhang, and styling by Candy Lee.

为庆祝Vogue中文版上市10周年，我们在知名时尚摄影师陈漫为Vogue 2016年二月刊拍摄超模Anja Rubik和Sasha Pivovarova的封面故事时与2位超模合作完成了两支视频短片。这一期取名“美, 不至于貌”，是为了展现喜爱并活在时尚中的女性，坚强独立的迷人魅力以及深层内涵。

短片讲述了Anja和Sasha在镜头前与生具来的美貌，也同时展现了她们在T台之外的个人天赋：Sasha是一位在绘图和插画方面经验丰富的视觉艺术家，而Anja则是在文字及出版界初展头脚的文学新星。

短片拍摄于上海半岛酒店，发型师：Bill Watson，化妆师：Daniel Zhang，造型师：Candy Lee。