Integrated campaign to encourage Asian Gen-Z to start creating and stop following featuring Jackson Wang, some other creators and adidas Nite Jogger. The first adidas shoe with reflective technology released in 1980 made to shine in the darkness and stand out against boredom to break conformity and become a Night Creator. Because creativity never sleeps.

Featuring: Jackson Wang, Luhan, Kiko Mizuhara and Yang Mi.

Agency: Hypebeast
Role: ECD Freelance
Photographer: Yu Cong + Liqi + Julian Song
Director: Crystal Choi
Team: The Others + Renee He + Evita Ren + Dustin Tung + Crystal Choi + Enric Soldevila 

THIS IS A NIGHTCALL TO ALL CREATORS.

THE ONES THAT DON’T SLEEP

AND TURN THEIR DREAMS INTO A REALITY.

GOING ALL IN 24/7 LOOKING FOR MORE.

WE HATE NORMALITY.

WE AVOID NUMBNESS.

WE ESCAPE CONFORMITY.

WE ARE NATURAL BORN CURIOUS.

WE ARE THE CREATORS OF THE NIGHT.

SHINING IN THE DARKNESS OF BOREDOM.

JOIN US TO FIGHT AGAINST THE DARK.

LET’S CREATE TO SHINE.

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Due to the success of the campaign we extended the idea to FW19.

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