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  • NeochaEDGE for BEIJING FIXIES x adidas Originals, S/S 2012 campaign – video & photo shoot

    For the brand’s recently launched “China ORIGINALS” campaign, adidas Originals and TBWA tapped NeochaEDGE to curate and produce content featuring local Chinese creative talents that exemplify the spirt of adidas ORIGINALS. To tell the stories of these talented individuals, we shot a series of videos and photographs that were featured online, in-store, on taxi cab screens, and in print media across Greater China.

    See below for a video and photo spread featuring one of the creative groups for this campaign – 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)

    In the video, the Beijing Fixies crew members tell us about fixed gear culture, the feelings they have when riding through the streets of Beijing, the friendships they’ve formed around their bikes, and remind us to be free and do what we like, do what makes us happy.

    We worked with Shanghai-based EDGE Creative Collective photographer Ka Xiaoxi to produce the photographs for this shoot. The photos were all shot the good old fashioned way – on analog film. Doing so helped us achieve the raw, gritty, authentic feel we wanted to capture in the images. We couldn’t be more pleased with the results.

    The video was produced by the NeochaEDGE film team (Adam Schokora: executive producer / art director – Jess Zou and Jingyi Shao: producer – Jess Zou and Charles Lanceplaine, director – Jing Shaoyi and Charles Lanceplaine: DOP / Cameramen – Charles Lanceplaine, Jess Zou, and Anthony Chen: editor – Albert Yu : music / sound design / mixing – Jimi Zhang: production manager – Taylor Shen: production Assistant).

    For the latest on this campaign and other adidas ORIGINALS updates from China, follow the brand’s Weibo feed.

    Lastly, a big shout-out to TBWA! As always, they did a great job of pulling everything together and making this campaign a success for adidas ORIGINALS. We love working with you guys…’till next time!

    For more NeochaEDGE client work, link here. /// Sean

    BEIJING FIXIES x adidas ORIGINALS video profile (on VIMEO) ///

    BEIJING FIXIES x adidas Originals: 纵 无忌 ///

    BEIJING FIXIES x adidas Originals: 纵 无忌 ///

    BEIJING FIXIES x adidas Originals: 纵 无忌 ///

    BEIJING FIXIES x adidas Originals: 纵 无忌 ///

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