TMALL | CHINA COOL | THE GREAT WALK
Turning the Great Wall of China into a Fashion Runway towards the west.
The idea
The film introduces a new Fashion IP launched by Tmall - 'CHINA COOL' - bringing Chinese Brands, Fashion and Culture forward,
making crossovers with cutting-edge designers and showcasing them at some of the industry's most anticipated events of the year: New York, Milan and Paris Fashion Weeks
The main point of the film is to deliver the idea that this young generation of Chinese is embracing its cultural roots and has the will to bring them forward, cool again; to eventually become a source of inspiration up to the west.
Credits
Agency: Fred & Farid Shanghai
Client: Tmall, Alibaba Group
Title of ad: The Great Walk (China Cool)
Brand supervisors: Chris Tung
Chief creative officers: Fred & Farid
Executive Creative director: Feng Huang
Creative Director: Adrien Goris
Copywriters: Adrien Goris, Di Ye
Art directors: Adrien Goris, Vivian Lin, Chen Xi
Agency supervisors: Feng Huang, Chelsea Lin
Brand Strategist: Karen Ge
Agency Producers: Charles Renard, Tilda He
Production company: Eagle Media
Director/DOP: Julien Ayrault
Producer：Adam Lim, 王欣
Executive Producer：施鑫 / 熊猫
Producer Assistant：大豆 / 郑爽
Photography Assistant：Sam大头
Casting：Yuki
Post producer：Jill
Editor：端木瑞
CG：朱晓清 / YY
Music：Irfane / GUM
Colorist：Ben / 梦芷调色
Online：Eagle Post