Nike winter solution
Welcome to warmth innovation center

A warmth innovation lab dedicated to test jackets’ warmth

Instead of the typical winter gear films in outdoor settings, we crafted this whole, convincing universe from the ground up.
It wasn't just writing a script for us, but we use a world-building process, piecing together all the logic and backstory behind every detail.
Role: Involved in the whole process.
Concepting, Scriptwriting, Supervising the production

You might not be skeptical, but if I were you, I would question
"It’s a visual-driven film, and you are not an art director. What the fuck did you do? Just claiming the credit?”

But here's where it gets good and why I dig being creative rather than just labeling myself as a writer.
Sure, writing the script was a slice of the pie, but we also cooked up the entire 'World Building Principle' that became the blueprint for the whole film.

World Building Principle: "Magical Realism.” We wanted to stir up that curious thought: 'Hmm, could this be real?'
We weren't aiming for 'Alice in Wonderland' levels of fantasy, but something that nudged the edges of reality.
Design Principle: “To test the warmth, the place always injects the outside cold into the inside.”
Character Principle: "Warmth-obsessed people from different walks of life, from ex-fashion designers to ex-aerodynamic scientists.”
etc.

Another crazy shit was that we worked directly with CGI House and had more than 1000+ slides for them.
Nitpicking on intricate shadows and lights wasn’t my role, but it’s to anchor this world in our principles, making every pixel scream authenticity.

And it’s not just a film.
Our lab is a overarching concept.
From the world’s coldest lab to retail experiences at Nike House Of Innovation Shanghai
All the credits go to Nike China Tea.