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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。
Emojis have become a universal language, one spoken fluently by young adults and teenagers worldwide. Building on this youthful lexicon, we collaborated with luxury baggage brand MCM to design a WeChat sticker pack that can be used across a variety of situations.
Through these animated stickers, MCM was able to showcase the brand’s playful spirit and engage with consumers in a meaningful way.
The iconic animal motifs of MCM served as the key inspiration for these stickers, and six different characters with their own unique personalities are featured in the pack: a teddy bear with oodles of love to give, a panda who can’t wait for Christmas, a piglet who’s ready to ring in the Chinese New Year, a disco robot that’s ready to party, a dog who isn’t afraid to flaunt his street swagger, and a rabbit who’s at a loss for words.
The sticker pack was available for free on the official MCM WeChat account where users were encouraged to download them, share them, and express themselves!
[表情]已成为一种流行的网络语，全世界的年轻人都热衷于使用它来表达自己的心情和感受。为迎合年轻人喜欢用EMOJI表情在社交平台上进行心情交互，我们为高端旅行箱包品牌MCM特别针对不同节日和心情的需求精心设计了一套微信表情包。
品牌希望通过微信表情这种时兴而富趣味的沟通方式传递品牌精神并以此深化消费者眼中的品牌形象。基于品牌的贯用的动物形象，我们为6个不同场景和心情设计了：比心熊，圣诞熊猫，猪年鞭炮猪，撒娇机器人，嘻哈狗，和摊手兔。
该套表情可以在MCM的品牌微信公众号中免费获取。下载并保存至微信表情中，即可随时随地与朋友分享。
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To celebrate adidas Originals bringing back its iconic late-1980s ZX750 runners to China in a limited edition ‘bluebird dark slate’ colorway, we executed an epic guerrilla street-art campaign. The campaign engaged street artist crews in Beijing, Shanghai, Guangzhou, and Chengdu to bomb their hometowns with interpretations of the shoes in varied art styles.
Before hitting the streets, we pre-designed a stop-motion animation with hundreds of frames. Each frame of the animation featured the shoes in different positions. The frames were assigned to different artists around the country who had the freedom to recreate them in their own art stye. When the artists executed their artwork on the city walls, our photography team captured hi-res photos of each artwork. These photos were reassembled as the frames in this stop-motion video.
The animation tells the story of the ZX750s going on a nationwide journey while coming alive on city walls across China. The shoes’ urban adventure has them walking, jogging, jumping, spinning, dancing, etc., while the street-art styles and techniques morph from wheatpaste, to stencil, spray paint, marker, and stickers. The animation also links up a few select storefront treatments we incorporated into the campaign.
我们为adidas Originals复刻其八十年代末的ZX750经典鞋款进行了大规模的游击式街头艺术活动，此次旨在宣传ZX750暗灰蓝配色款在中国市场的推广。该活动集结了北京、上海、广州和成都的街头艺术家分别在各自城市中以多样化的街头艺术形式展现这双经典鞋款。
在街头执行之前，我们预先设计了一个几百帧的定格动画，这双跑鞋不停的走到不同的地点。我们将画面分配给不同的艺术家，并由他们在各自城市进行自由创作，而在每一位艺术家开始墙上创作时，我们的摄影团队则跟拍捕捉了这些作品的高清图片画面。最后这些照片也被融合到原本的定格短片中。
该短片展现了一场关于ZX750游走于中国各城墙面的国境之旅。这双跑鞋被艺术家们以wheatpaste、stencil、喷绘、马克笔涂鸦以及贴纸等街头艺术技艺在它的城市探险中漫步、小跑、跳跃、旋转、跳舞等等。片中亦展现出参与此次宣传的品牌指定店铺。
