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CREATIVE // INFLUENCER // DIGITAL
MOTION
with
FIVE CM
Music Video Campaign - Curation of 5 Hong Kong Gen-Z rappers in FIVE CM Winter 2021 collection.
MOTION with FIVE CM is my first directed campaign since working as a Marketing Assistant in i.t appeals Limited.
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This campaign was born with the idea of manifesting the brand DNA, hip-hop, with the collection in a more circulated direction. Thus, 5 Hong Kong Gen-Z musicians, Allex Chan, Frank C., Kalai, BMW, and Lagchun, were curated to bring their original singles to the stage of the Winter 2021 collection.
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This music video campaign utilized the same floral settling of the official lookbook, creating 2 distinct vibes with traditional models.
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Also, each rapper was styled in different looks to protrude their characters and music styles, demonstrating the brand diversity at the same time.
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This campaign was born in a week of prophase, from presenting the idea for approval, sending invitations to rappers, discussing direction with the Creative team, and to the shooting day.
Merging music with fashion is definitely not a new idea, such as numerous well-known musicians featuring on fashion magazines for years, and recently Olivier Rousteing celebrating his 10 year anniversary as Creative Director of BALMAIN with the concert-meet-runways experience for the SS22 collection.
I believe that culture is always the best medium for communication among people with resonation. Undeniably, music is one of the best mediums triggering people’s emotions, spreading energy, and delivering messages.
Last but not least, I trust that Fashion should be considered as a life essential as music, in the form of pursuing aesthetic and living standards for people.
​Scroll below to have a full look at this music video campaign - MOTION with FIVE CM.
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