Last year we interviewed Adam J Schokora, CEO of Chinese creative agency NeochaEDGE ///. Since we last spoke, the agency has gone from strength to strength most notably with regards to the creative work being produced for its commercial clients. A new campaign for the casual clothing brand “Adidas ORIGINALS” is one that has stood out of late.
Aptly titled “China ORIGINALS” the campaign’s aim is to showcase the inspiring and original creative talents in China that exemplify the spirit and authenticity of the Adidas ORIGINALS’ brand. Adidas, NeochaEDGE and ad agency TBWA tracked down a diverse range of top Chinese creatives from singers to fashion designers to tattoo artists. Below are some of the talent and advertisements created around them.
The China ORIGINALS campaign is also particularly special because for the first time content created in China has been picked up and leveraged by Adidas’s other global markets. Usually it is the other way round. You can follow the development of China ORIGINALS via Adidas China’s Sina Weibo feed here.
1. Li Jianhong
One of the godfathers of experimental music and sound design in China.
Video Profile (Watch on Tudou)
2. Edison Chen
Hong Kong based film actor, singer / rapper, model, record producer, fashion designer, and all-around pop icon.
Video Profile (Watch on Tudou)
3. Beijing Fixies
China’s original fixed gear bike crew. The crew chiefly consists of Gi Ming (季明), Wang Peng (王鹏), Tang Chenshu (汤晨澍), Liang Xing (梁星), and Xiu Zilue (修梓略).
Video Profile (Watch on Tudou)
4. Zhuo Danting
Arguably China’s original and most well-known tattoo artists.
Video Profile (Watch on Tudou)
5. Kang Mao
lead singer of the Beijing-based raucous punk / rock band SUBS (杀不死) , one of the original and now longest-standing bands in China’s indie music scene.
Video Profile (Watch on Tudou)
Creative agency: NeochaEDGE ///
Executive Producer / Art Director: Adam J. Schokora
Producer: Jess Zou, Jingyi Shao
Director: Jess Zou, Charles Lanceplaine
DOP / Camera operators: Jing Shaoyi, Charles Lanceplaine
Recordist: Alex Riviere
Editor: Charles Lanceplaine, Jess Zou, Anthony Chen
Music / Sound Design / Mixing: Albert Yu
Production Manager: Jimi Zhang
Production Assistant: Taylor Shen
Photographer: Ka Xiaoxi
Stylist: Liu Zheng
Make Up: Chen Xiaofei
Lead agency: TBWA\ Shanghai
Account director: Michael Donahue
Creative / Art / Layouts: Kevin Lunsung
Production: Joanna Zhao
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