Tag Archives: video

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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Liu Wen x Basket Heart – New York City

Puma

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The original PUMA Basket was a legend in the ’70s hip-hop scene and the court classic has been given a makeover via the all-new PUMA Women’s Basket Heart. The new sneaker hails a long-standing sports heritage with a nod to feminine sentiments in its satin ribbon bow laces.

For the sneaker’s launch in China, we created a campaign featuring international celebrity supermodel Liu Wen. The campaign was shot on the streets of New York City, with Liu Wen doing her thing as she showed us the city she now calls home.

The video and photo assets were used online, in print media, and in brand retail stores throughout Greater China. Within just a few days of airing online the video had garnered more than 10 million views.

全新上市的PUMA Basket Heart女子系列源自风靡70年代嘻哈流行圈的经典PUMA Basket鞋型，该系列运动鞋不但延续了运动元素更是加入了较为女性化的绸缎宽鞋带。

为迎合该鞋款在中国的上市，我们为其创作了一支以超模刘雯为主角的短片，在短片中以刘雯的视角带领我们游走于纽约这个被她称为家的城市之中。

该短片及平面照片被广泛运用于中国地区的网络，平面媒体及品牌店铺中，短片上线后的短短几天内已产生超过千万的浏览量。

Key Visuals

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

FIERCE IS YOU / 天生无束

Abercrombie & Fitch

As an extension of Abercrombie & Fitch’s S/S 2019 “Face Your Fierce” campaign, we collaborated again with Chinese pop star and motorcycle racer Wang Yibo to create the brand’s F/W 2019 “Fierce Is You” campaign.

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.

For the F/W 2019 campaign, we “head home for the holidays” with Wang Yibo in a cozy, seasonal-inspired shoot at his home while he shares his thoughts on what “Fierce Is You” means and gives us a preview of his exclusive “A&F x Wang Yibo” capsule collection.

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

我们延续了Abercrombie & Fitch 2019春夏季系列#Face Your Fierce 天生无束# 的主题进行了品牌秋冬季系列一系列的中国市场推广，同时通过平面硬广及视频短片的形式来深化该主题，使其适用于中国市场线下与线上市场的传播推广需求。

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。

也有人像王一博一样，他们知道未来属于无所畏惧的人。他在音乐和摩托车赛车中已经处于顶级位置，但他依旧会尝试更新的领域——比如滑板。即便他是个新手，也没有什么可以阻止他的步伐，刮擦和摔倒后，他会站起身再来一次。他让所有的质疑者刮目相看，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，摒弃自我怀疑、尝试新事物，忽略那些指指点点的看客。

此次2019秋冬系列，我们与艺人王一博一同以“悠享假日”为主题拍摄了节日气氛的视觉平面与视频，充分展示了他对于品牌节日系列服饰及#FIERCE IS YOU 天生无束#主题的理解，并与品牌联名合作推出“A&F x Wang Yibo”系列。

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 Videos

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Key Visuals

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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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

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。

The Comfort Expert

Schick

China’s young pathfinders and future-makers know that personal achievement comes from having the confidence to get out of your comfort zone.

We created a launch campaign that positions SCHICK舒适 as, not just the comfort expert that it is, but also a partner to young men on their quests for success in modern China.

Campaign storytelling presents Schick舒适 as an indispensable, integral part of the morning routine for cast of characters representing a cross section of China’s GEN Z.

SCHICK’s incredibly comfortable, smooth, great-looking shave provides that extra boost of confidence at the start of the day to help guys get out the door and, more importantly, out of their comfort zones.

中国的年轻开拓者和未来创造者们知道个人成就来自于勇于跨出舒适圈。

我们与Schick舒适品牌合作开展了市场广告企划，将Schick舒适不仅定位为你的舒适专家，同时也是现代年轻人在成功道路上的合作伙伴。

广告视频故事讲述了Schick舒适作为现代年轻人晨起常规准备中必不可少的一部分，并侧面反应了中国90/00后的生活状态。

Schick产品令人难以置信的舒适、光滑与完美的剃须体验，能够在一天之始为你带来更多信心，帮助你摆脱困境，更重要的是，敢于跨出自己的舒适圈。

Campaign Spot (90 seconds)

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CAMPAIGN MANIFESTO

For 30 years, we’ve been busy in our laboratory researching and developing leading-edge innovations in shaving COMFORT.

COMFORT is at the heart of everything we do. It’s our DNA, it’s even in our name!

We ARE the COMFORT EXPERTS.

As you look in the mirror and decide who you want to be today…or tomorrow…or maybe in 10 years, we’re there with you every step of the way doing what we do best: delivering the most comfortable, smoothest shave possible.

We put you deep in your comfort zone at the start of your day, giving you the confidence to get out of it for the rest…because life begins at the end of your comfort zone.

So go and do something uncomfortable today…

Find new paths. Ponder new ideas.

Explore, discover, and experiment. Go on an adventure!

Stay curious. Embrace a little bit of the unknown.

Challenge yourself. Surprise yourself. Dare yourself. Scare yourself!

Conquer a fear. Take a risk. Chase a dream.

Make your most comfortable moments be with Schick 舒适, but don’t stay comfortable for long.

We’ve got your morning shave…you’ve got the rest!

Schick 舒适 — The Comfort Experts…..it’s in our name!

品牌宣言

一直以来我们专注于对「舒适」的研究，

由「舒适」而生，为剃须而制，

我们是「舒适」专家。

我总喜欢在起床后对着镜子想一下今天该做些什么，

以后又会成为怎样的自己，

不想再安于现状，就趁现在推自己一把，

及时跳出舒适圈挑战更多可能，

让「舒适」带给我舒适自信，

以舒适的姿态勇敢跨出圈，

在舒适圈外获得更丰富的人生，

认准的事儿，

就要义无反顾，

我会抓住那些一闪而过的灵感，

让想象力成为动力，

好玩的事儿一定无处不在,

再探索一下生活的更多可能性,

不断尝试，为改变迈出自己的一步

剃须的事交给「舒适」，剩下的就看你了！

真正的精彩从「舒适」开始，但我的人生不止于舒适。

想做什么，就去做。

要「舒适」，不要圈。

「SCHICK 舒适」，恰如其名 , 你的舒适专家！

Campaign Spot (15 seconds)

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Campaign Spot – Still Frames

Campaign KVs

Campaign Product Shots

Power, Comfort, Energy

Lycra Sport

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We created an informational spot to explain Lycra Sport’s PCE (Power, Comfort, Energy) index and showcase the brand’s innovative fabrics.

The PCE index is used across unisex garments to provide users with a second-skin fit and superior performance when engaging in a wide range of athletic movements and exercises. The spot also serves as a directory for consumers to choose products that best suit their needs.

The final output was used on digital media throughout Greater China and in-stores globally.

我们为LYCRA® SPORT (莱卡®运动) PCE (力度，舒适度，能量) 三维性能指标创作了一条视频短片，并借此阐述其先进的面料科技。

PCE指标适用于男女运动服装，为用户在广泛的运动和锻炼中提供贴合皮肤的体验和卓越的性能。该短片也被作为购物指南，让消费者通过对面料科技的深入了解选择出最适合自己的产品。

这条视频短片被广泛运用于全球店铺及数字媒体传播。

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