In cooperation with Tencent Game, Burberry designs two exclusive skins for the protagonist of the China’s biggest video game - Honor of Kings. The “Sprit of Nature” skin is inspired by the Burberry’s heritage and includes references to the iconic print and trench coat. To promote the skin launch, 1 campaign video and 3 teaser videos are produced in cooperation with HOK team.

Role: Art direction, Burberry

Press:

BBC: Burberry designs skins for Honor of Kings characters

Hypebeast: Burberry Unveils Two New Skins for 'Honor of Kings' Character Yao

The Verge: Burberry designed character skins for China’s biggest video game

Inspired by the “Freedom to go beyond” sprint of Burberry’s Pioneers and explorers. Leveraging the power of Chinese creativity and tribe communities. To tell the stories of Burberry through their unique lens. To make Burberry an authentic participant and contributor in local tribes.

Burberry Generation / 博界 is created as an ongoing program featuring local artists to create original artworks featuring Burberry new products.

Role: Creative Lead, Burberry

Press:

Jing Daily: How Burberry connects to China’s gen-Z consumers via emerging artists

FWA: Burberry Generation × Myron: Moss Mural

#BurberryGeneration# spotlights the pioneering forces in various fields including music, art, sports, and technology. The project has resulted in 11 episodes featuring collaborations with over 30 content creators. To celebrate the one year anniversary of #BurberryGeneration#, we launched an exhibition and a series of offline activities in Shanghai and Chengdu.

Role: Burberry Creative Lead

Press:

Jing Daily: How Burberry Exhibits Its Dedication to Youth Culture in China

Vogue Business: Burberry tries local creatives over KOLs to reach China Gen Z

China Daily: Burberry Generation exhibition in Chengdu inspires young creative talents to go beyond

Here you see a partial collection of local content created for key local commercial moments, such as Double 12, Double 11 and Mother's Day.

Modern Chinese Youth tend to be goal-oriented and believe in a linear path to success. COVID showed us life takes on unexpected turns, more than “making it”, it’s more about living and exploring.

In Year of the Rabbit – we want to inspire China to TAKE A LEAP of faith & imagination, LEAP out of the ordinary & predictable, LEAP in all directions, into our better selves, and discover a world of freedom and possibilities.

Role: Burberry Creative Lead

爱，我说了算 - True love never changes, only its subject does. Thus, my love in my way.

For 2019 Chinese valentines day, starting with a teaser Zhou Dongyu will represent the young generation, looking for answers about true love from several senior couples. We make the statement that “True love never changes, only its subject does”.

We believe that in the modern age, the subject of love should never be defined by the traditional way or by others, it should only be defined by you. Thus we present various kinds of model interpretations for true love of the young generation: love for self, pet, idol, and self.

# My love, my way #

There are hundreds of Chinese idioms (成语) related to love which many people use in their daily lives. But many young Chinese people do not know how these idioms came about nor its origination story.

For 2021 CVD Campaign, we pay homage to the beauty of the Chinese language. The poetry of idioms. Interpreted in a fresh and Morden way, through the lens of Burberry’s whimsical storytelling.

In cooperation with our creative partner, we created five different stories based on traditional Chinese love stories idioms that we reinterpreted in a modern way. These stories were fully 3D animated, featuring Burberry POP Deer wearing the CVD collection.

Role: Burberry Creative Lead

Collaboration with Douyin to dress the platform’s virtual avatars named Zaizai. Burberry’s virtual apparel, accessories, and shoes featuring signature TB monogram are available for fitting in the app. Avatars styled with Burberry were also featured on the cover of fashion magazine ELLE China.

Role: Burberry Creative Lead

To celebrate Chinese Valentine’s Day, Burberry introduces a limited-edition capsule collection featuring the eight-pointed Star of Love, which symbolises courage, romance, empathy, joy, sincerity, exploration, treasure and trust.

In cooperation with Creative Agency, we invited two artists to interpret 8 pointed star through the spirit of ‘Freedom to go beyond’. So that we can build culture linkage with local consumers around the eight-pointed star print, also to establish the star as a symbol of ‘Freedom to go beyond’.

Role: Burberry Creative Lead

For year of the rat, we created a branded IP - cartoon Ratberry character, also known as Bobo Rat in Chinese (博博鼠). It is integrated with the Thomas Burberry monogram for the brand’s LNY collection. Ratberry became the star of a Lunar New Year campaign that leveraged video, social media, celebrity influencers, and gaming to promote the British fashion house’s new designs. Burberry released a series of short videos under the hashtag “Ratberry has arrived” (#博博鼠报道#).