How Do Street And Sports Brands Export Brand Culture Through Alternative Video Advertisements?

When it comes to advertising, it may be the most mobile form of all art forms.

A classic American TV drama "mad man" has brought the TV commercials to the "consumption first" express train in the 5 and 60s of last century. Many Big ideas, which is still impressive and impressive, has sprung up, reflecting both the wisdom of the advertisers in the golden age, the ambitions for the future and the vision of the pioneers.

Now, as the Internet bubble continues, the connection between advertising and spectators is changing from "guided consumption" to "promoting sales volume". Fashion and elitism break off, and the phenomenon of creative industry is getting weaker and weaker. The creation of supernatural creation is no longer a creed. The star face and data traffic can pull up the profit safety line. Nor is it that the famous American advertising commentator Mark Duffy pointed out in the blog that the creativity of fashion advertising is not as good as before.

Fortunately, whether in the last century or today, there are still "conscientious people" sticking to their positions, constantly expanding the horizon of consumers' vision and breaking through the imagination of the audience with creative advertisements.

Here are 9 of the most creative, or most alternative, official video ads produced by street fashion brands in 2018. Let's look at these familiar names, and how to create creative advertising videos with big chin.

Martine Rose x Nike

Alternative family videos of retro textures

Martine Rose, who boasts the best designer in the world, will bring us the best collaboration in the world this year, Martine Rose x Nike.

In order to publicize this series, apart from the official Lookbook, they also found some people who seemed to have no connection with fashion, sports shoes and sportsmanship to play a very interesting Trailer.

In this video, which is full of Martine Rose x Nike Logo watermark, Martine Rose sword performs the series in the form of low and low cost private video clips, which is very interesting and quite consistent with the alternative style of Martine Rose in brand design language.

Despite the fact that the number of "models" played in these videos has been deliberately weakened, they still appear in their own names on the social platform for Martine Rose to launch these videos.

It also includes Eva Sam, the owner of Popular Jewelry, a famous shop selling jewelry to many European and American Rapper. It can not help but admire the opening of the brain hole by Martine Rose.

ACRONYM x Nike AIR VAPORMAX

Following the Cyberpunk's "western world"

In the series of ACRONYM Nike, ACRONYM and Errolson Hugh seem to be telling us a science fiction story coming from the future.

Before the announcement of the Air VaporMax x ACRONYM series was officially released, the announcement of the trailer gave everyone a fresh look and look forward to the launch of the joint series.

The main concept of the trailer does not simply follow the Cyberpunk style dominated by the former joint, but on the basis of this style, it depicts the apocalyptic atmosphere of the western world in the future world.

Errolson Hugh a person is divided into two corners - the Western version and the Cyberpunk version, at the junction of two worlds to carry out a "Duel".

It is worth mentioning that the famous singer John Mayer, who has maintained a good relationship with Nike, also appeared as a Guest Star in the trailer, and served as the notary and referee in the two Errolson (two Errolson Hugh and Hugh Errolson) in the trailer, and skillfully joined the two Errolson to become the three color matching role of the shoe.

MMW x Nike

Exploring the relationship between man and technology with concept dance

In 2018, Nike reached a cooperative relationship with many new designers. Among them, the MMW series, which was built by 1017 ALYX 9SM (original ALYX Studio) principal person and designer Matthew M Williams, is a series that can not be ignored.

In order to intuitively explain the core concept of this joint series, Nike specifically joined the well-known video media NOWNESS, directed by independent director Thibaut Grevet, and talented dance artist Pete Leo Walker was responsible for choreography.

The video was filmed at a quarry in Ukraine. The two dancers in a full set of MMW series showed the spirit of MMW Series in the high difficulty dance combined with the training action.

At the same time, the dynamic capture screen in the video also directly shows the MMW series as the most special Training series dress of Nike, and how to harmonize the relationship between people and technology and functionality.

ADER error x PUMA

The sharp collision between retro and future

In recent years, an influential series of Korean luxury luxury street brands ADER error and PUMA is impressive.

The series not only has ADER error logo, but also has Lo-fi electronic retro style clothing series, and the first pair of electronic technology running shoes PUMA RS Computer in history has returned to a more interesting form.

ADER error always likes to express herself by using Internet art. In the official publicity video series with PUMA, they also imitate the texture of old TV advertisements, and take a series of three video ads by sampling old voice and audio materials.

While tracing back to the birth of RS Computer, the official video of both sides also used a completely new picture to produce a strong contrast effect with the old voiceover. At the same time, it also adorned with rich color space and laboratory elements, decorating the special style that conforms to the birth of the ADER error brand.

BODEGA x G-SHOCK

A sense of ritual

Bodega, a famous American sports shoe / ensemble store, has always had a very special aesthetic taste.

In this promotional film jointly built with G-SHOCK, a young person who is wearing Bodeg and Bodega is burning the midnight oil as the protagonist. This joint single item is revealed in a very subtle way.

When the pen with Bodega Logo was thrown away, the young man picked up a can of "alphabet soup" with "top quality taste" from the kitchen, preparing for a midnight snack.

After a simple heating, he began to feast.

And when young people casually use the spoon to hold the letter face, or look down at their bowls, there are Bodega and G-SHOCK, HIDE IN PLAIN SIGHT and TIMELESS, which represent the key words and Slogan of brand names and brand spirits.

Just when people thought he was going to drink the soup down, a piece of G-SHOCK suddenly appeared in the middle of the bowl, and the young man seemed to be used to it. He took out his watch with his hands and put it on, and threw away the soup on the dial.

PALACE Skateboards x Ralph Lauren

Perfect tribute to "the most popular brand in the universe"

PALACE seems to be using this set of videos to explain to people the romantic reactions they should make when they face "dreams come true".

Although they are already the hottest Streetwear giants in the moment, when they cooperate with the "cosmological favorite brand" in their "skateboard" brand, we still see PALACE who is good at expressing the brand spirit with video, and has handed in the best work ever made.

This group is divided into two videos. With the help of the movie lens, the most correct way to open the PALACE x Ralph Lauren in the western part of the United States is to wear Pajamas riding, step on the Loafer racing car, and ride like a cowboy in the western desert.

In the video, the 4 members of PALACE Skateboards Team are Chewy Cannon, Rory Milanes, Juan Saavedra and Lucien Clarke. All of them are not only one brown, one white, two BMW, but also two sets of giant BMW in 90s.

Ralph Lauren's unique American style of Western retro style and PALACE's traditional Retro Modern temperament are most vivid.

PALACE Skateboards TOKYO

Bloody Japanese Cult

The second half of 2018 is a critical moment for PALACE.

In addition to the heavyweight joint with Ralph Lauren, the completion of the Tokyo store has opened up a whole new chapter for the brand.

In order to warn people of this heavy news, PALACE once again invited her old friend Jonah Hill to make another group of creative videos.

The video content is a "test". The protagonist begins to break through with the narration of "facing fear". From the very beginning, it is enveloped in the atmosphere of terror. In the dim red corridor, the sudden appearance of the Japanese ghost (death) forced the hero to come to the scene of the Manor green maze in the movie "shining".

Then he fled from the zombie surrounded, and then met Jonah Hill, the only skull left, and was asked, "have you seen my body"?

After avoiding the huge sawdust trap, the hero went through a narrow path through the door and fell into the scene of Shibuya cross street. Then he was put on the limited opening limit of T-Shirt as TV advertising program.

Accompanied by the huge 3D slogan, expressing excitement -- and Jonah's head flew out again, announcing the "PALACE" to the "Tokyo citizens", so that people could be surprised to accept the fact that the PALACE Tokyo shop was about to open.

Carhartt x Converse One Star

Big production + short and vigorous = very enjoyable.

Although the Carhartt x Converse One Star joint market reaction volume is not huge, but in the Converse and Carhartt official announcement in this joint series of three Po videos, but it is indeed worth noting.

These three videos, which are less than 45 seconds in total time (corresponding to three color matching of shoes, each color matching / video less than 15 seconds), are created by the famous creative public relations company Hotel creative.

Starting from the inspiration of this joint military design, a very special cross-country racing car and a military parachute are used as a prop. Parachute is used to quickly solve the umbrella, fast brake / accelerator and the vibration of the car after the start of the race is the only movement clue in this ten seconds. The interactive effect of three attractive shoes and attractive pictures is achieved.

It can only be described in a lively and lively manner. Most spectators have seen the image of these three pairs of shoes in the mind after they have not seen the true appearance of the off-road racing car.

Nonnative 18 A/W

Play a romantic "functional pingpong"

Japanese style functional style represents one of the clothing brands nonnative has always been operating in a unique aesthetic brand and spirit of communication.

In this official video of "HIGHEST CALIBER" in the 18 autumn and winter, Akio Yamakawa, the creative director of the creative company euphoriaFactory, combines a person who never thinks associated with the "function" with the product of nonnative this quarter: table tennis.

The video is all shot by the slow motion upgrade lens. The picture composition is beautiful, and the tone is more aesthetical and dreamy under the combination of exquisite costume modeling.

Wearing a full set of nonnative 18 autumn winter series of models, in the field with exaggerated movements with the rubber in hand to hit the ball, and many of the details of clothing, in such a movement process, is very clever embodiment.

As time went on, the plots in the video began to change qualitatively. The bursting scenes began to appear in the field background. The way that the models carried out the magic table tennis became more and more intense, and even used the technique of jumping chopping to exaggerate.

At the same time, there are more dazzling elements in the picture: water, colored paper and soap bubbles.

When these highly dynamic things are slowed down by the same aestheticism and interact with and interact with models, a strong sense of "hero" comes from the sci fi animation, film and television or novels.

We can no longer go back to that golden age. A "Think Small." made the beetle the most popular trend in the United States; a "Just do it." has been spoken for 30 years by young people; Chuan Chuan Bao Ling and Helmut Lang have always been very independent and even unable to please the images of the senses.

A creative advertisement allows advertisers to become the benchmark of the industry. Even if the ultimate goal of advertising is to sell goods in the framework of art, how to wrap the bright packaging paper on it will not only create a tacit emotional connection with the audience but also tell stories and weaken the marketing flavour.

For the society, advertising is the best footnote for "phenomenon is better than nature". It is also a visual representation of the era symbol. It truthfully reveals the current social outlook to us. In terms of brand, advertising is not only a display of seasonal products, but also a culture, spirit and position. Whether it is fashion or street brand, apart from products and design itself, how to create more interesting stories through advertisements is a most interesting lesson for new street and fashion brands.