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  • NeochaEDGE for ZHUO DANTING 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 profile video and photo spread of one of the creatives featured in this campaign – Zhuo Danting, arguably China’s original and most well-known tattoo artists, not to mention a lovely painter and illustrator.

    In the video, Zhuo Danting tell us about the stories behind her and her patrons tattoos, misconceptions in China (and around the world) about body art culture, and some of the crazy things she does but thinks are perfectly normal.

    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 a 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’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

    ZHUO DANTING x adidas ORIGINALS video profile (on VIMEO) ///

    ZHUO DANTING x adidas Originals: 卓 无阻 ///

    ZHUO DANTING x adidas Originals: 卓 无阻 ///

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