NO MAN EVER STEPS IN THE SAME HOLE TWICE ︎ NO MAN EVER STEPS IN THE SAME HOLE TWICE ︎ NO MAN EVER STEPS IN THE SAME HOLE TWICE ︎
Rémy Martin
The Story of MahuHole Code｜#20220120
● CONTEXT
2022 is the Year of The Tiger in China, and Rémy Martin launch a CNY campaign during the Spring Festival. The theme is how to linkage with the Year of The Tiger and make people remember the meaning of the Spring Festival and grasp the rare annual “Excellence time” in the current negative environment.
● INSIGHT
People in modern age seem to be more and more “ Careless /马虎 ” during the Spring Festival, unable to write the couplets, can not manage a decent New Year’s Eve dinner, miss the Gala, even forget to bless others, therefore, we often say that “There is no festival air anymore.” But in fact, it’s only because the times are changing, we have more excellent ways to celebrate for our family, friends, all the people we care about, a Vlog, a homemade Omakase, a custom travel... we seem careless, because we know more and more how to celebrate the Spring Festival in our own ways.
● IDEA
“马虎 ” originally came from a old Chinese legend that a painter who mistakenly added a tiger’s head to a horse’s body in a painting, which made everyone laugh, we use our modern insight to give “ Careless /马虎 ” old legend a new meaning, which will also be intuitively reflected on Rémy Martin logo at the same time.
● EXECUTION
Chinese Ink Painting is the most representative way of artistic presentation, and it’s also the core element that can most resonate with public during the Spring Festival.
{ Rewrite The Old Legend of Mahu }
From a Painter’s Story
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{ Setting Progress }
Manuscripts of Director in Early Discussion
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Original Mahu Setting
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Key Frame of The Painting
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Key Frame of The Painting Gesture
{ Film Key Visual }
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Key Frame of The Painting
Key Frame of The Painting Gesture
{ Film Key Visual }
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{ Credits }
Fred & Farid
2022
{ Role }
Art Direction
Design Execution
{ Collabs }
Supervisors｜Quinn Jiang, Jenny Wei
Creative Direction｜Billy Liao, Adrien Goris, Feng Huang
Copywriters｜Yaya, Yucy Wang
Producer｜Charles Renard, Caroline Wei
Animation Production｜Peng Qinzhen