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  • NeochaEDGE for EDISON CHEN 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 spirit 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 spreads featuring one of the creative talents for this campaign – Edison Chen, a Hong Kong based film actor, singer / rapper, model, record producer, fashion designer, and all-around pop icon.

    In the video, Edison talks about himself as a creator and gives us a heads up about what to expect from his new album coming out later this year. Edison plans to use the album as an opportunity to get a few things off his chest and speak to the people that matter most, his fans. Anyway…enough from us, just check it out.

    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 imagery for this campaign. 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’sWeibo 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


    EDISON CHEN  x adidas ORIGINALS video profile (on VIMEO) ///


    EDISON CHEN x adidas Originals: 型 无时 ///


    EDISON CHEN x adidas Originals: 型 无时 ///

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