The integration of rap music and international brand image

In order to further demonstrate the unique style of the joint women's clothing released by Air Jordan and Travis Scott for the European market. As a producer, Liu Siyun chose to use rap music this time to show the characteristics of this series of products. Then he chose to cooperate with the new generation of music and rapper Joanne Yongen, using contemporary art that combines unique rap music with "Los Angeles street culture" to show the characteristics of the product itself.

In this advertising shoot, Liu Siyun hopes that with the participation of Joanne, the creative vision of the product advertising can be perfectly realized. How to maximize the use of existing resources, build a solid bridge between the fashion industry and the music industry, and resonate with the target audience? Liu Siyun worked hard on the creative theme of the advertisement. She cleverly integrated the scene of the Los Angeles Music Festival, iconic landmarks such as the Hollywood Walk of Fame and Venice Beach, street elements such as graffiti, hip-hop, and rap, and the silence of the city with the dynamics of the music festival. The intertwining, dynamic and static combination not only highlights a vibrant, diverse and artistic Los Angeles, but also highlights the brand's young, avant-garde and free and uninhibited image.

At the same time, in terms of teamwork, daily project planning and budget control, Liu Siyun not only maintained smooth communication with the creative team and director at all times, but also formulated a detailed timetable to clarify the person responsible for each task and the completion time limit. During the execution process, Liu Siyun was meticulous in everything from on-site inspections, adjusting and optimizing the venue, controlling manpower to equipment, venue rental and post-production costs. She used her keen insight to foresee, find and solve problems to ensure that each link was carefully considered. management and efficient execution.

In the end, a new energy and voice were input into the product and the elements of youth, trend and independence were integrated into it. This made the product advertisement more permeable and won the recognition of the partners. The brand also said that in the future, it hopes to Cooperate with Liu Siyun again to create more successful cases together.