︎ proposal collection
︎ portfolio gallery
︎ info


[recent works - design project]

︎︎︎rabbit-hole 兔子洞
︎︎︎metamorphosis 变形者

︎︎︎3M studio 3M工作室
︎︎︎kudos 有赞商店

︎︎︎charper for omies ajax
寻觅者,寻觅着

[recent works - photography]

︎︎︎auxiliary line 辅助线
︎︎︎margin of error 试错空间
︎︎︎slide time 滑梯时间
︎︎︎parade 巡游
︎︎︎exit 出口
︎︎︎fractal 分形,分形
︎︎︎twdntk 不用知道的事


[not so recent]

︎︎︎dot-com 点阵
︎︎︎anti-clockwise 逆时针行者
︎︎︎grid. web. mesh. 网.网.网.
︎︎︎unfold 目之所及
︎︎︎living image 静态动图
︎︎︎a chase 追逐
︎︎︎spell casting 咒语日夜


[side b]

︎︎︎backstage 后台
︎︎︎recycle bin 回收站
︎︎︎burst in 是谁闯入
 




Proposal Generator

(for ads and programs)

提案合集

(广告 & 节目)






Leveraging my previous involvement with both idea-driven and action-oriented projects, this portion is dedicated to infusing a burst of innovative creativity into a business proposal daily, facilitating the tangible realization of my project's potential.

本项目尝试将过往创意实践注入广告提案或节目创意,探索各个创意与各类创作形式的适配度。无论是理念驱动还是行动导向,本单元注重挖掘各个创意的可行性和商业潜力。


PROPOSAL 01

Parade 巡游

Marketing Strategy | Campaign
Target: Amazon/McDonald's/Uniqlo


Brief
A campaign that highlight brand philosophies and resonate more deeply with contemporary consumers.

强调品牌理念,与当代消费者产生更深共鸣。

Inspiration
灵感来源 

"Parade" is a photography series that captures the essence of urban life. It portrays our journey through cityscapes armed with our tools of livelihood, unintentionally revealing aspects of our identities. While depending on what we carry, does it define who we are? The series takes inspiration from the evocative imagery of the classic film "Bicycle Thieves" (1948).

"巡游"是一项系列摄影积累,它捕捉城市生活的精髓,描绘了我们携带生产工具穿越城市景观的旅程,无意间揭示了我们身份的方方面面。但我们带着什么,就意味着我们是什么吗?该系列灵感源于《自行车贼》(1948年)。

The project delves into questions of how we arm ourselves within the city, and how our outward expressions and the tools we carry inadvertently disclose our identities. To what extent do others form judgments about us based on our apparent behaviors and professions? And how do we, through these visible identities, contribute to constructing the urban environment?

该项目揭示我们如何在城市中武装自己,以及我们的外在表现和携带的生产工具如何无意间揭示我们的身份。而他人又会在多大程度上根据我们的表面行为和职业对我们进行评判?我们又是如何通过这些可见的身份,为城市的构建做出贡献?

Background
背景调查

Given the modern focus on shared experiences, community engagement, and equal rights, brands like Amazon, Uniqlo, McDonald's, or platforms like Red and Bilibili, could aptly align with this proposal. They all emphasize the simple joys in everyday life. They understand that every individual has a unique story, which isn't always expressed by their appearance. Amid an economic downturn and faltering consumer trust, these brands prioritize practicality and ordinary life. They unearth the exceptional within the commonplace, a strategy that harmonizes with contemporary consumer attitudes and aligns seamlessly with present trends.

考虑到现代社会对共享体验、社区参与和平权的重视,像亚马逊、优衣库和麦当劳这样的品牌,或小红书、B站这样的平台,可能更适合这个提案。他们都强调日常生活中的“惊叹号瞬间”,理解每个人都有独特的故事,而这个故事并不总由外表讲述。在经济下行和消费者信任动摇的情况下,这些品牌/平台优先考虑实用,快捷和日常生活,他们在寻常之中发掘出非凡之处。


Core Idea
核心创意

Reveal the untold and unknown hidden stories, narrating how we harmonize our own needs and adapt to the unchangeable realities of the current stage. We navigate the city using the "surface identity" that needs to be recognized in the landscape society and the "core identity" silently nurtured for self-balance.

展现那些无法诉说、不为人知的隐藏故事,讲述我们如何调和自身需求,适应现阶段无法改变的现实,使用在景观社会生存需要被识别的“表面身份”和为了满足自我平衡默默经营的“内核身份”行走城市。

Advertisement Imagery 
广告画面
  • A woman holds a Uniqlo shopping bag while walking on a bustling street, but her shadow is that of an elegant dancer.
  • A man stands in front of McDonald's, holding a McDonald's burger, yet his shadow reveals a hardworking chef.
  • A delivery person holds an Amazon package, with their shadow taking the form of Superman, soaring through the city skyline.

  • 一名女士手持优衣库购物袋走在繁忙的街道,而她的影子是一名优雅的舞者;
  • 一名男子站在麦当劳前,手持麦当劳汉堡,但他的影子是一位勤奋的厨师;
  • 一个配送员手持亚马逊的包裹,而他的影子是超人,飞翔在都市的天空。

Slogan 
标语
"What you see is only a part of us."
“你看到的,只是我们的一部分。”

Engagement Strategy 
互动策略
  • Social Media Challenge: Invite fans to upload photos that juxtapose their everyday working tools with their true identities. Or invite fans to upload their own captured photos of human “Parade”.
  • Online Voting: Allow consumers to vote for their favorite "Parade" photo and stand a chance to win branded prizes.

  • 社交媒体挑战 - 邀请粉丝上传他们的照片,展示他们日常生产工具与其真实身份的对比。或请粉丝上传自己捕捉的人类“巡游”照片。
  • 在线投票 - 让消费者为他们最喜欢的“巡游”照片投票,并有机会赢得品牌奖品。

Read more.














PROPOSAL 02

Information Gleaning - Rabbithole
信息拾穗 - 兔子洞

Marketing Strategy | Campaign
Target: Unilever

Brief
A campaign that highlight brand philosophies and resonate more deeply with contemporary consumers.

强调品牌理念,与当代消费者产生更深共鸣。

Background & Purpose
背景与目的

In our bustling modern lives, we often overlook astonishing moments, those characterized by "exclamations, questions, and ellipses". Rabbithole is an initiative designed to capture these "fugitive ideas". Like Agnès Varda picking potatoes in a field, we aim to select and bring home the most impactful observations from our daily lives.

在繁忙的现代生活中,我们时常会遇到一些令人惊讶的小瞬间,但在分享时却又将它们通通遗忘。这些时刻可能充满了“惊叹、疑问或省略号”,但总是被我们略过,不以为然。"Rabbithole"(兔子洞)是一个旨在捕捉这些“逃逸思想”的计划。就像阿涅斯·瓦尔达(Agnès Varda)在田野中挑选爱心土豆一样,我们的目标是观察、选择并记录日常生活中那些最值得分享的巧合瞬间。

With Rabbithole, we aim for individuals to cherish the present more, heightening their attentiveness to their surroundings and the beauty of every moment. Through the event, we will also foster a sense of community, encouraging individuals to share, connect, and collaborate on their findings.

通过“Rabbithole”(兔子洞),我们希望个人能更加珍惜现在的时光,提高他们对周围环境和每一个时刻之美的关注度。通过这个活动,我们还将培养一种社区感,鼓励个人分享、联系和合作。





Core Idea
核心创意

"Go analog" - Explore the city, discover, capture, mark, recreate, and share wandering fragments.

“Go analog” - 探索城市,发现、捕捉、标记、再造、分享流浪碎片。

Implementation Strategy
实施策略

Online Advertising & Urban Signage
Deploy heart-shaped icons at strategic points within urban areas, raising awareness of the beautiful moments that are frequently overlooked. This concept draws inspiration from the “Space Invader” art and the iconic heart-shaped fridge of Wall’s.

在线广告与城市标志
在城市地区的战略点部署心形图标,提高人们对经常被忽视的美丽瞬间的认知。灵感来自“太空侵略者”和Wall's标志性的心形Logo。

Rabbithole Capturing Tool
Design a user-friendly interface or feedback mechanism reminiscent of Pokémon Go, enabling users to swiftly capture and log intriguing "fugitive ideas" as they come across them. This could be a mobile application or a physical "Idea-Catcher" bag.

兔子洞捕捉工具
设计一个用户友好的界面或反馈机制,让人们迅速捕捉和记录有趣的“流浪点子”。这可以是一个移动应用程序或一个物理的“点子捕捉器”袋。

Rabbithole Event – "Urban Exploration Day"
Overview: A citywide event encouraging people to explore their surroundings with fresh eyes, capturing “fugitive ideas" using the Rabbithole tool.    

兔子洞事件 - “城市探索日”
概述: 一个活动,鼓励人们以崭新的眼光探索周围环境,使用兔子洞工具捕捉“流浪点子”。





Activities: Guided city tours highlighting less-known urban stories, "idea stations" where people can share what they've discovered, and workshops to turn these ideas into stories, art, or community projects.   

活动: 举办一个城市游行,重点介绍鲜为人知的城市故事。设置 "创意站" 和工作坊,可以让人们分享他们的发现,并将这些创意转化为故事、艺术创作或社区活动项目。

Promotion: Leverage local influencers, artists, and community leaders to promote the event and share their own “fugitive ideas” as teasers. 

宣传: 利用当地有影响力的人、艺术家和社区领袖来宣传活动,并分享他们自己的  "流浪点子" 作为活动预告。

Outcome: A curated exhibition or online gallery showcasing the best captures of the day, celebrating the beauty of ordinary moments. Additionally, creating a sense of community by allowing attendees to connect over shared experiences.

成果: 举办展览或在线画廊,展示一天中最精彩的那些片段,赞美平凡时刻的美丽。此外,参与者在共同经历活动后能建立联系,加强社区情感。

Read more.














PROPOSAL 03

Slide Time 滑梯时间

Marketing Strategy | Campaign
Target: P&G/Coca-Cola

Brief
A campaign that highlight brand philosophies and resonate more deeply with contemporary consumers.

强调品牌理念,与当代消费者产生更深共鸣。

Inspiration
灵感来源

Slide Time is a captivating photo collection, illustrating moments that, while fleeting, leave a profound impact on our memories—reminiscent of the rush and thrill of sliding down a playground slide. Such instances in life may feel protracted when we're in them, but in retrospect, they pass by in the blink of an eye.

《滑梯时间》是一本摄影集,展示了那些转瞬即逝的瞬间。虽然易逝,却在我们的记忆中留下了深刻的印象,让人想起从游乐场滑梯上滑下时的急促和快感。当我们置身其中,可能会觉得这些瞬间很漫长,但回想起来,它们却在眨眼间逝去。

Core Idea
核心创意

Synergy with P&G
与宝洁合作

Procter & Gamble (P&G) is a brand that has journeyed with us through countless life stages. Each product they offer reminds us of specific memories and times in our lives. Slide Time aligns with P&G's ethos, highlighting those life moments that, at the time, seem slow but when looked back upon, fly by as swiftly as a slide. The collaboration would involve a visual journey interlaced with P&G products that have become synonymous with particular life phases, thereby amplifying P&G's narrative of being with us through every twist and turn of life.

宝洁(P&G)是一个伴随我们走过无数人生阶段的品牌。他们提供的每件产品都会让我们想起生命中的特定记忆和时光。《滑梯时间》与宝洁的精神不谋而合,突出了那些在当时看来缓慢,但回想起来却如幻灯片般迅速飞逝的生命时刻。这次合作将是一次视觉之旅,其中穿插的宝洁产品已成为特定人生阶段的代名词,从而彰显宝洁与我们 “共同经历人生的每一个转折” 的理念。

Synergy with Coca-Cola
与可口可乐合作

Coca-Cola has always been more than just a beverage; it's an experience—a burst of joy and refreshment. The Slide Time collection echoes this sentiment. Just as a sip of Coca-Cola can uplift spirits in an instant, the thrill of a slide, though momentary, can pull us out of our deepest slumps. By partnering with ST, Coca-Cola can accentuate its brand's promise of brief yet unforgettable euphoria. The photographs can artistically interweave the brand's presence, symbolizing Coca-Cola as the uplifting force in life's fleeting moments.

可口可乐一直以来都不仅仅是一种饮料,更是一种体验 - 一种迸发的快乐和清爽。《滑梯时间》与这一理念不谋而合。就像喝一口可口可乐就能瞬间振奋精神一样,滑行的快感虽然只是一瞬间,却能把我们从最低迷的状态中拉出来。以本项目为创意灵感,可口可乐可以突出其品牌承诺,即短暂而难忘的兴奋。这些照片可以交织出品牌风采,象征可口可乐振奋着生活中的那些易逝瞬间。

Conclusion
总结

Slide Time's lighthearted yet evocative theme makes it an ideal collaboration for both P&G and Coca-Cola. By intertwining with these brands, the project not only gains depth and resonance but also achieves a broader reach, celebrating the beauty of transient moments in life that leave lasting imprints on our souls.

《滑梯时间》的主题轻松而又令人回味,对标宝洁和可口可乐的品牌理想和愿景。通过与这两个品牌的合作,展现该项目的深度和共鸣,还实现了更广泛的传播,颂扬了生活中短暂瞬间的美好,这些瞬间在我们的灵魂中留下了永恒的印记。





PROPOSAL 04

Eternal Threads 永恒之线

Marketing Strategy | Campaign
Target: Patagonia Kids Wear Line
Inspiration: Slide Time Campaign


Brief
A campaign that highlight emotionally and physically sustainable and resonate more deeply with contemporary consumers.

强调物理和情感上的可持续,与当代消费者产生更深共鸣。

Background & Purpose


Eternal Threads acknowledges a prominent issue during our growth: the rapid turnover rate of children's clothing during their growth phases, especially those expensive functional outdoor garments like mountaineering jackets, hard-shell jackets, and ski suits. Beyond consumers' spontaneous gifting and donations, is there a better way for brands to alleviate concerns about the temporality of clothing during purchase? Proposing a sustainable solution, offering "retired" clothes a "new job."

《永恒之线》捕捉了我们成长中一个不可忽视的问题:孩童成长期服装极高的更新率和淘汰率,尤其是那些厚重且带有功能性的昂贵户外服装,比如登山衣、冲锋衣和滑雪服。除了消费者自发的赠送和捐助,品牌方是否有一个更好的方式能够让消费者在购物时就不用特别烦恼衣物的时效性。

提出一种可持续的解决方案,为“被迫下岗”的旧衣提供一个“新工作”。

Core Idea
核心创意

Slogan:
标语

Reload your old backjacket.
重塑你的旧backjacket。



Implementation Strategy:
实施策略

Upcycling Workshops: Organize monthly workshops in Patagonia stores where consumers, especially parents, can bring their children's outgrown Patagonia clothing. Here, they would learn how to transform these clothes into functional items like bags, toys, or even home decor.

Promotional Campaign: Launch a social media challenge using the hashtag #ReloadBackjacket, encouraging parents to share their upcycling stories and creations. The best transformations can win monthly prizes or store credits.

Collaboration with Schools: Partner with schools for annual 'Eco-Fashion Shows', where students can showcase their upcycled clothing, promoting sustainability from a young age.

Ad Campaign: Develop a series of heartwarming advertisements showcasing real stories of families upcycling their Patagonia wear, emphasizing the emotional bond and memories attached to each garment.

Recycle Bins: Place special bins in Patagonia stores where consumers can drop off their outgrown Patagonia clothes. These collected clothes can then be used in workshops or donated to charities after a renewal process.

Limited Edition Line: Every year, release a limited edition line of products made entirely from upcycled materials, showcasing the brand's commitment to sustainability.

升级再造工作坊: 在Patagonia商店组织月度工作坊,消费者,特别是家长,可以带来孩子穿不下的Patagonia衣服。在这里,他们将学习如何将这些衣服转化为如包、玩具或家居装饰等实用物品。

促销活动: 发起使用#ReloadBackjacket的社交媒体挑战,鼓励家长分享他们的升级再造故事和创作。最佳的变革可以赢取每月的奖品或店内积分。

与学校合作: 与学校合作举办年度“生态时装秀”,学生可以展示他们的升级再造服装,从小就推广可持续性。

广告活动: 开发一系列温馨的广告,展示家庭升级再造他们的Patagonia服装的真实故事,强调与每件衣服相连的情感纽带和回忆。

回收箱: 在Patagonia商店放置特殊的垃圾箱,消费者可以放入他们穿不下的Patagonia衣服。这些收集到的衣服可以在工作坊中使用,或在续约过程后捐赠给慈善机构。

限量版系列: 每年发布完全由升级再造材料制成的产品的限量版系列,展示品牌对可持续性的承诺。