SHIATZY CHEN SS 2020 AD Campaign

MYSTIC MYSTERY IN BAMBOO LABYRINTH

 


Deep into the quiet bamboo forest, there is no escape from the mystic sphere. A group of youngsters was drawn by certain mystical force, shuffling through reality and fantasy, baffling their way into the labyrinth of consciousness, self and other lapsing one another, each decision in life leading to a different ending. The first Shiatzy Chen campaign video “MYSTIC MYSTERY IN BAMBOO LABYRINTH” presented in non-linear narrative structure and an abstract expression of bamboo forest, manifests the necessity and probability led by the impact of butterfly effect. An unconventional interpretation of campaign videos and a fresh take to present the brand. Nhu Xuan Hua believes the journey of self-searching is a romantic exploration, within the labyrinth of consciousness lies the game of awareness; when the red signal flashes, the characters travel from somewhere deep into conscious to yet another unknown land. The consciousness drifts between spaces; will it end at the beginning of the journey or at the outset of the next odyssey?

Shiatzy Chen Spring Summer campaign video is directed by Parisian visual artist Nhu Xuan Hua. Her image speaks a sense of alluring and surreal isolation. Her art-majored and sculpture-loving background shapes her sensitivity of the message on the screen and the relationship between object and lines. Guided by Nhu Xuan Hua, each wandering of the upcoming models Yuanchun Zheng, Xiaoqian Xu, Dasha Konte, and VIKA EVSEEVA is a revelation of consciousness.

Nhu Xuan Hua explains that she interprets her perception of the brand in a poetic and subtle expression. Slow motion cinematography and cinematic film score, deliberately leaving out any sense of time to present the elegant apparel collection and the subtle literati character.

DIRECTOR / PHOTOGRAPHER: Nhu Xuan Hua

DIRECTOR OF PHOTOGRAPHY: Marc Pritchard

VIDEO EDITOR: Francesco Roma

SET DESIGNER: Paulina Piipponen

MUSIC / SOUND DESIGN: Tzekin

FIRST ASSISTANT CAMERA: Malte Florian Markus

DIRECTOR’S ASSTANT: Josh Chang

GAFFER: Leon Yuan

PHOTO RETOUCHER: Anne-Sophie Auclerc

GRADING COMPANY: Electric Theatre

HAIR ARTIST: Jun Tsai

MAKE-UP ARTIST: Hungyi Lu, Justinsionlu

MODELS.: Vika Evseeva, Dasha Konte, Xiaoqian Xu & Anthony Chen

PRODUCTION: SHIATZY CHEN Visual Team

FIND MORE