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project description:
This video is part of Nike GC’s HO24 SB DAY ONE campaign.
To introduce the brand’s first professional skate shoe designed specifically for teen skaters, we took a deep dive into the local skateboarding community to explore what defines China’s new skater generation. We partnered with Bei Bei, a representative of a leading teen skate training camp in Shanghai, to share how this shoe can be your go-to board partner from day one.
role description:
As Associate Creative Director, I worked closely with multiple departments on the client side to ensure each video aligned with the brand’s narrative tone and visual language.
My responsibilities included overseeing script development, casting direction, styling direction, graphic and set design, and director’s treatment.
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