:: since 2007, the Neocha team has been dedicated to supporting China’s creative community through our online platform Neocha.com, various online and offline events, and ongoing projects / collaborations with commercial entities in China and abroad.
In late 2009, we launched NeochaEDGE to communicate our consultancy offering and more effectively showcase to the world the very best, local creative content and talent in China that we work with on various client efforts. As an extension of that commitment, we are excited – thrilled, in fact – to announce the next phase of NeochaEDGE: the EDGE Creative Collective.
Please note that this is just the “soft launch” (whatever that really means) of the EDGE Creative Collective (aka: ECC). Over the next few months, expect to see ECC continuously grow and evolvewith fresh talent and new creative disciplines.
To learn more about the EDGE Creative Collective and get access to the ECC widget link here.
To enter the EDGE Creative Collective, link here. // AjS
:: for more from Leto on NeochaEDGE, link here. // AjS
This post was originally published on NeochaEDGE, a site I regularly contribute to. To see more of my posts on NeochaEDGE, link here.
NeochaEDGE is a daily-curated, bilingual website and discovery engine dedicated to showcasing leading-edge creative content and emerging youth culture in China.
:: for more from Garfield on NeochaEDGE, link here. // AjS
This post was originally published on NeochaEDGE, a site I regularly contribute to. To see more of my posts on NeochaEDGE, link here.
NeochaEDGE is a daily-curated, bilingual website and discovery engine dedicated to showcasing leading-edge creative content and emerging youth culture in China.
:: Coca Cola created this short advert (if you can call it that) as part of it’s ongoing Open Happiness campaign, showing how Coca Cola can connect people and bring happiness. W+K Amsterdam is behind it. H/T Jenn.
It’s superb.
Notice that while there is no Coca Cola logo / branding in the content itself (only in the closing title card), you know it’s Coca Cola right away (the shape of the bottle and glass, the color of the bottle cap, etc.). Beyond the branding though, the content delivers on the most important thing of all – is just plain compelling and entertaining. Bravo, well done. // AjS
:: Garfield has always been one of my favorite Neocha.com users. Her work is always innovative, imaginative, and inspiring. See below for a few examples of her amazing illustrative creations. At the bottom of this post, I have also shared a slideshow that showcases all of her work on Neocha.com. // AjS
[full disclosure: 56minus1 is a partner at Neocha.com]
:: a time-lapse video short / advertisement by Kirsten Murray and three of her creative comrades (Matt McArthur, Anna Muckart, and Ben Symes) for the VISION (Magazine) art and design exhibition in 2007. Music by Four Tet. Bravo, well done. // AjS
:: I‘m a fan of RAY (and Penny), an up-and-coming multimedia Chinese designer (duo). RAY represents everything that excites me about the creative class in China, plus the work is just superb. Check out a video short below titled Magic Cube & Ping Pong.
The story takes place in the city of Magic Cube, where people’s heads are made of Rubik’s cubes. During a friendly game of ping pong, the ball is accidentally misplayed and flies out the window, setting the protagonist off on a journey. Eventually, he meets a beautiful magic cube girl…and so the story goes. Watch it. You’ll love it. To see more of RAY’s video productions, link here – all of them are excellent. // AjS
:: being involved with the world of marketing, I’m in a position to see brands make mistakes and miss opportunities all too often – and to be honest, it’s depressing (maybe I just care too much). Although, every once in a while, a brand takes you by surprise and does something brilliant; something so compelling and well done you are actually left feeling inspired (perhaps even inspired enough to buy its product). Today was one of those occasions.
The below video animation, titled Onwards, explores the simple pleasure of running free with a character making his way through a fanciful world of changing landscapes, challenges, and experiences. It’s is a superb collaboration between the talented British illustrator James Jarvis and Nike. The video is co-directed and animated by Richard Kenworthy with music from Caribou. I can’t imagine it being done any better. After watching it I genuinely wanted to go running in a pair of Nike running shoes. Who wouldn’t?
Jarvis’ take on the collaboration:
I had become interested in the idea of characters that were less referential and more iconic and abstract. I particularly wanted to do something with a potato-headed stick-man that I had been drawing at that time.
The film was inspired by certain personal experiences in running – a favorite run over Blanchland moor in Northumberland, being attacked by a crow in Singapore – and also by the transcendent, almost psychedelic experience of the simple act of running.
Rather than a marketing project initiated by Nike, the film was something proposed and produced by myself, and as such I hope represents a much more equal collaboration with a brand.
I very much look forward to when we consistently see this kind of brand / artist co-creation in China. To Nike’s credit, they have already staring doing this in China (some examples: 1, 2, 3). Local artists are talented and eager, and the market is ripe with opportunities for brands to engage with and sponsor Chinese creative communities. Enjoy the video. Bravo, well done. // AjS [via Wooster Collective and Josh Spear]
