NeochaEDGE x Nike Sportswear, EDGE Creative Collective members for “MAIN COURT: SHANGHAI” (主场上海) e-mag on RENREN.COM

A few months ago, W+K Shanghai tapped NeochaEDGE and the EDGE Creative Collective to help create content for Nike Sportswear’s “Main Court: Shanghai (主场上海),” an interactive, basketball-themed e-magazine housed on NSW’s Renren.com brand page.

For the e-mag, we worked with Shanghai-based EDGE Creative Collective comic book artist Xiao Longhua to create a “Shanghai Basketball: ’80s - Present.” The evolutionary piece captures the recent history of basketball culture in Shanghai, from playing with neighbor kids in the alley’s of Shikumen, to going 5-on-5 at the modern courts that dot the city today.

Working with Shanghai-based EDGE Creative Collective motion graphics designer Ding Ding, we took Xiao Longhua’s illustration and brought it too life in a short animation used as the opening sequence for the e-mag.

The soundtrack to the animation / e-mag is a track titled “Right Now” that we produced with Shanghai-based EDGE Creative Collective sound artist / musician Sonny Hu (aka: Sunbiz). With its agressive, unexpected, and authentic sound, the track screams local Shanghai basketball, hip hop, and urban culture.

To check out the Nike Sportswear’s “Main Court: Shanghai (主场上海) e-mag, link here. Give it a good look / listen, it’s well worth it.

Big props to W+K Shanghai! As always, they did a great job of pulling all this content together, plus a bunch more they created (including the design of the e-mag itself), to present something special. Awesome work, bravo!

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

“Shanghai Basketball: ’80s – Present,” by EDGE Creative Collective comic book artist Xiao Longhua ///

“Right Now,” by EDGE Creative Collective sound artist / musician Sonny Hu (aka: Sunbiz)///

“Main Court: Shanghai” animation, by EDGE Creative Collective motion graphics designer Ding Ding ///

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