Over the past few years, the basketball scene in China has grown to incredible levels. The main contributing factors were more courts, better training, and a changing mindset towards the game. The campaign aimed to touch and inspire a young basketball audience to take more risks, rise in their way, and bring a breath of fresh air to the game, more competitive and passionate. To these kids, basketball is a passion and a form of self-expression.
China sustained tremendous socio-economic growth has become a sports powerhouse. Basketball is one of China’s most popular sports, with many clubs and players and a very competitive structure. Besides the restrictive professional league, there’s a thriving streetball scene or jieqiu (街球): short, snappy games; no over-priced tickets and open to anyone.
For many players, though, far from China’s basketball establishment, taking risks, bravely stepping out of their “comfort zone” and overcoming self-doubt is a way to prove themselves creatively and an alternative to conventional rules.
The campaign rolled out across mainland China, Hong Kong and Taiwan markets on TV, digital, social, and OOH channels.
"Newborn calves are not afraid of tigers"
We wanted to showcase how this new breed of players can inspire and make the game more exciting. For them, to create something new, one must break something old. Having this as a starting point, we developed the idea further, giving each player their voice. Our story and visual direction were all based on the same concept.
Combining the art of traditional Chinese calligraphy and vicious basketball trash talk, we achieved a remarkable and impactful result. In traditional calligraphy, the visual form, energy and motion translate the meaning and expression. The typefaces featured on each poster are handmade and intimate, representing each player’s personality, style and tonality.
Their pictures are energetic, glitchy, raw and full of movement. The campaign key visuals feature a series of fearless players filled with swagger and confidence. They “got next”, ready to take you on in a court near you.
I was thrilled to work along with the very talented team at WK Shanghai. Thanks to the incredible team: Terence Leong, Shaun Sundholm, Cook Xu, Patrick Rockwell, John Yao, Ian Toombs, Timothy Cheng, Dino Xu, Jim Zhou, Shawn Kai, Leon Lin, Carina Huang, Lucian Peng, Bill Tang, Xuan Ong, Jiji Hu, Bernice Wong, Yuan Fang, Vic Zhang, Stone Xue, Nicole Bee, Shirley Chen, Boogie, Stacy Wall.
Agency: Wieden+Kennedy Shanghai
My Role: Creative concept, art direction, design
Google Year In Search 2021Every year, Think with Google publishes the Year in Search report with the top consumer trends
Google: Safer With GoogleTalking about security is difficult, but not bringing attention to the problem is worse
Prudential x SuperM 슈퍼엠 'We DO'Bringing positivity and helping people to be physically and mentally healthy
Standard Chartered: ShipbreakingMaking the industry safer for workers, cleaner for the environment
Standard Chartered: WildlifeFighting money laundering that fuels the illegal wildlife trade
Volkswagen: Space CrossExploring consumers' imagination
Standard Chartered: Living LongerHelping people make better financial decisions
Quickbooks: Through the YearsPowering prosperity for small businesses in SEA
Nescafé: A Little InspirationA little bit of inspiration for accomplishing those mundane tasks
Chernobyl (Чорнобиль)A documentary about the life of residents in the Exclusion Zone
Windblown.inInterface experiments, screen interactions and reusable prototypes
Emotive ExperimentsExperimenting with brain-controlled technology and custom interactive apps
Standard Chartered: Unlimited $averIntroducing the savings account that lets you live a life without limits
Heineken: #OpenSPEvery great city offers an endless adventure within its sky-scraping towers and neon-lit streets
Great Northern HotelA carefully balanced concept combining past and future to create a relevant experience
H2Oh!Refreshing key visuals with a touch of infused fruit flavour
Missing Families From The Street MarketConstructing the story of a peculiar family and its members
Illustration BDExploring shapes and colours
Nike: Black and WhiteCelebrating a football club history and legacy
Face IllustrationShapes and faces
Data BendingCorrupting digital data for aesthetics postdigital
Hong Kong (香港)Visually exploring the Fragrant Harbour
Pacsafe: eCommerceRedefining a new shopping experience
Honda SMSProject type
Creative Coding ExperimentsExploring creative computer programming for digital and physical