Wieden + Kennedy Shanghai

Broadcast | Global

In this Nike film for Lunar New Year, we celebrate the true spirit of Kobe's sweat, sacrifice and relentless dedication to doing whatever it took to win with a whole new generation – suggesting that everyone around the world “Have a Hard Year”.

We pulled it off in just 14 prep days and 4 shoot days, with hardly any sleep during the entire process. We successfully elevated the film from a local project to a global-level production. What a Kobe spirit!

Wieden + Kennedy Shanghai

Digital Broadcast | Social

This is the China film for WWC23. It's hard to get athletes' schedules before the national game. Footage is always the solution. A 4-week process to search for footage, clear it, shoot 2 days, and do heavy post-production on tracking and retouching the footage is challenging, but we did it.

Wieden + Kennedy Shanghai

Broadcast and Digital Animation as part of global campaign series

Part of the global WWC23 film series.

Worked across numerous time zones, from Shanghai (GC team) to Buenos Aires (animation studio) to Portland (global).

8 weeks of production with 57 animation deliverables for GC and global.

Licensed Band : Joyside
Animation Studio : Rudo

Wieden + Kennedy Shanghai

Broadcast

This is the China film for Mustang's new launch. It's fun to shoot automotive, especially when it's about racing. A successful film is driven by a good combination of the director, the director of photography, and the stunt driver.

Wieden + Kennedy Shanghai

To capture the essence of vibrancy and growth in the stillness of the evening, the phrase resonates in Chinese with a sense of power and clarity.

The shoot will take place in Thailand with Jackson, while all other talents will be in Shanghai. We plan to shoot for 16 hours in one day (overnight) and manage over 10 company moves to complete the shoot in Shanghai with the young talents.

“Grow Towards the Night” is a platform, and the assets have been extended for use across other social media and event purposes.

Mediamonks Shanghai

A collection of 5 stories reinterpreted traditional Chinese love stories idioms for Burberry in Qixi festival. 

5 x 15s 3D animations. 5 x key visuals. 18 x WeChat stickers. Extension on the red packet and printed gift card. 2 months to produce. Different studios do 3D animation differently. Koreans have their own working process.

Wieden + Kennedy Shanghai

Broadcast TVC and Key Visual Production

My first automotive and Lunar New Year film. The shoot lasted two days at -20 degrees. Location and scouting are the keys to the success of the car film to keep the budget in control.

Director : Gerhan

Wieden + Kennedy Shanghai

Experiential | Event | Information Architecture

It is the first interactive event after 3 years of COVID. VALORANT held an Agent Launch Event in Chongqing in November. The event showcased the exciting introduction of the new Chinese agent, ISO, attracting numerous players to Chongqing to experience offline battle games.

Choosing the location is the key to the success of the stunt/event. Different locations and geographical matters will affect creative execution.

In addition to scouting for the leaderboard (finding the best stairs and place for the dome), I designed the whole information architecture from user journey, and game mechanics to wireframe and worked with the developer on the system and installation for a player registration program, an on-site scoring system, and real-time leaderboard updates, enhancing the overall event experience and creating cool check-in scenes for participants.

Mediamonks Shanghai

Interactive online website | Motion capture | Behind-the-scenes video

APAC lunar new year projects. Worked with the Singapore team on lunar new year greetings. The user can select different dance movements and greetings to generate videos. Sett's Lunar Greeting was brought to life by Mr. Three's motion captures.

Tips: For a smooth custom dance video, keep the camera at the same angle and posture throughout.

Social Film and Key Visual

2 days of shooting in Japan for 3 series. 2 social films and 34 photographs were produced. Even though Tokyo is home to numerous photography studios, they are always fully booked. One month in advance is the best time to book.

A side story - during filming in Chiba, we received earthquake messages, which scared the Chinese crew. All the Japanese crew did was stay calm and say that it was no big deal.

Mediamonks Shanghai

Animation

TBWA\ HONG KONG | 2013

Long-term platform | APP | digital and social activation

In order to funify Hong Kong people, a long-term platform Playground for iOS and Android has to be created. As part of our multi-app strategy, there is one main app and several secondary apps that interlink with each other.

It is a 2.5-year project from planning to launch, from launch to termination (due to a business merge). Besides the platform itself, we also planned ongoing updates, optimization, different activation, and recurring plans.

In a nutshell:
- 2.5-year project, 5 apps, 2 phases, 10 characters, 4 awards, ongoing updates and activation, endless optimization and bug fixing.
- Big SOW, many Cost Estimates, my first IA drawing and countless midnight hours with teammates.

Awards:
MOB-EX Awards 2013
- Gold in Best app - Consumer Brand
- Gold in Best Direct Response Campaign
- Silver in Best integration of Mobile
- Silver in Most Innovative Use of Mobile

Mediamonks Shanghai

Scriptless, documentary-style, with many questions. 3 day shoot with three different types of top celebrities. 3 main films and 30 Key Visuals in total.

With limited budgets, scheduling and rescheduling (due to the sickness of one of the celebrities) shoot with top celebrities and photographers is the most challenging task.

Laser engraving | Product | Integrated | Digital | China | Hong Kong

This is one of my favorite projects. It's not only about communication, but also about building an actual product. By building an internet-connected laser engraving system, we enable customers to customize leather patches for their denim.

We've developed a technology solution that utilizes hardware-software integration, control automation, an image processing system, and Wechat integration. This has dramatically reduced the complexity of the leather patch-making process from a highly 0 manual, heavy-lifting process to a single click.

Lee Jeans turned this seasonal campaign into a permanent service throughout China as the result was so popular. 

TBWA\Hong Kong | 2013

MiniGame on Social platform | digital and social activation

To launch Game Box, cloud-based mobile gaming, we decided to pay tribute to some of the original games that led to today’s modern gaming. To do this, we created a series of bite-size games for Facebook, inspired by classics such as Space Invaders, Snake, and Frogger.

We might not consider it something new if we examine it today. In spite of this, this project was produced in 2013. Facebook tabs are often used to build games and campaigns. User engagement was low because it wasn't direct enough to capture their attention.

We found a loophole at that time in the way images and status update work in Facebook, tricking the Facebook platform into allowing interactive playable content in a simple status update – no apps, no pop-ups, no installs. It was a world first, and to pull it off meant bringing gaming to people they never expected or seen before.

Tricks:
Only flash is allowed for the facebook feeds at that time. In order to make the game playable on Facebook tabs, we developed it in Flash. Additionally, there is a mobile version in HTML5.

TBWA\Hong Kong | 2015

Experiential | Roadshow | Digital | APAC | China

This is my first interactive project. This was originally intended as a two-month project that would be completed once, but with the success of the event, it then turned out to be another six-month project with a successful outcome.

The original brief was to have an experiential for the 150th-anniversary event in Beijing only. As a result of the Beijing event's success, Lee decided to scale up the interactive project to China, Hong Kong, and Asian countries. This was not only experiential but also digital.

Tips : Multi-location productions are different from single-location productions. It is important to plan it well at the beginning.

Mediamonks Shanghai

Broadcast Production

The shoot is a mix of CGI + Live Action featuring top-tier 1 Chinese celebrity, WangYibo. The shooting time is drastically reduced to 3 hours 10 mins from 8 hours due to the urgent change from celebrities’ sides. We successfully capture all the TVC footage, KV Shots, and PR shots within this incredibly tight timeline.

Dentsu Shanghai

This is an Interactive Rope Battle installation with custom software and hardware. It was created as the event installation for the IWF event to promote the GNC protein powder.

1 Battle Rope, 2 IR sensors and 2M LED TV were mounted over a 4M x 6M area, allowing the system to track and count the number of wipes from the player. Live-generated names and recorded also created during the Rope Battle game and rewarded a Protein chocolate medal to our player.

Mediamonks Shanghai

Documentary film | Small-budget production

Until the shoot, we will not know if this art piece will be successful.

It's going to be a heart attack for the producer. So I insist on a mini-test the day before the shoot.

Mediamonks Shanghai

Digital Film as part of global campaign series | Key Visuals | Digital banners

A film featuring Olympic medalist Yang Yang in China. Communication is key when working with global creatives and local crews.