As part of an international promotion for the ChinaCool initiative, Tmall commissioned a video that we can’t stop watching on repeat. SHP+ met with the director Julien Ayrault to take a deeper dive into it.
作为ChinaCool项目中海外宣传的一部分，这是一支我们看了又看的视频。SHP+邀请这支视频的导演Julien Ayrault，带我们更深入地了解这支视频。
“Don’t tell us what fashion should be”.
“别告诉我们什么是潮流。”
Starting the short one-minute film with the phrase “Don’t tell us what fashion should be”, makes the film feel like a manifesto. This concise copy supports a rhythmic edit, in which the young generation of daring “fashion warriors” announces the new rules of the game. Shot on the Great Wall, the video plays with varios other iconically Chinese symbols, in a way that is anything but banal. Just like the Chinese fashion designers who were showcased at Milan, Paris and New York fashion weeks this year through the ChinaCool program, the protagonists of the video are making a statement about new Chinese fashion.
以“别告诉我们什么是潮流”这句话开始的这支时长一分钟的短视频，看上去更像是一个宣告——在精炼的文案与押韵律的剪辑中，年轻无畏的“时尚战士们”宣告着游戏的新规则。
不仅在长城上拍摄，视频还生动展现了很多其他经典的中国符号，在观众脑里打下烙印。
如同今年通过ChinaCool项目在米兰、巴黎和纽约时装周上亮相的中国时装设计师，视频里的主角们表明了他们对新国潮的态度。
“The approach of the film was to show that fashion has entered a new era in China. Expressing the shift from “Made in China” to “Created in China”, we are showing the rest of the world that we are cool people, and it’s now our turn to set up the trend” is how Julien Ayrault describes the concept. He shares that he didn’t want to make a glamorous catwalk on the Great Wall, like what Karl Lagerfeld did for the Fendi show. That could have seemed too obvious and simple. Instead, he wanted to bring on a bit of a warrior feel.
“这支视频通过说明中国已经进入了一个新时代的方法，来展现从“中国制造”到“中国创造”的转变，我们正向全世界展示，我们很潮，并且现在轮到我们来开创潮流。”导演Julien Ayrault在描述整支视频的概念时说。
Julien还说到，他不想在长城上拍光彩照人的T台秀，像卡尔·拉格斐（Karl Lagerfeld）为Fendi拍的走秀那样。那可能会显得过于直接和简单。相反，他想有一点士气的感觉。
“There is something patriotic in the film, something about pride. The stride on the Great Wall, asking the rest of the world to ‘take a look at us, guys. Now it’s us, who are creating very cool stuff’”. Each wearing very iconic Chinese elements in their looks, the fashion warriors don’t stay within boundaries: once they come to the end of it, a new section of the Wall stretches forward paving the way for the redefined Chinese style to conquer the audience overseas.
“这支视频包含了爱国情怀和自豪感。在长城上迈大步的战士们向全世界大喊：“大家看看我们，现在是我们在创造潮流。”
每个人都将具有代表性的中国元素穿在身上，他们不怕冲破限制：每次走到路的尽头时，新的城墙会出现，为他们铺开前进的道路，用重新定义的中国风去征服世界。
Julien shares that on top of directing, he shot the whole thing and did the lighting as well. Learning filmmaking and cinematography on his own was Julien’s path to understand cinematography, and these skills along with training on how to set up lighting came in very handy to make everything look exactly as he envisioned. Still, the one-day shoot in a location like the Great Wall turned out to be the an incredibly challenging project for Julien and the whole team. Forty degree heat doesn’t make climbing any easier, and that’s exactly what the big crew did all day long to keep up with the tight schedule. Although they shot early in the morning, and on a very remote section of the Wall, they also could not block the space from the tourists entirely.
Julien说，除了导演，自己还负责全部拍摄和灯光设计。Julien通过自学掌握电影制作，再加上灯光设置的培训，能够很容易地让一切都按照自己的想法进行。
尽管如此，对Julien和整个团队来说，要在一天之内完成长城上的拍摄是个极大的挑战。在四十摄氏度的高温下爬长城，已经是难上加难了，而且为了按时完工，团队全部人一爬就是一整天。
The Great Wall, of course, was not a random choice. The weight of the heritage that comes with it was very important for the film. “We wanted to play with those codes: use very old heritage symbols, but bring them to the fashion level of 2019”. We consider the mission completed: deprived of the pompous feel, a quality inevitably slipping into the commercials for international promotion, the ChinaCool video catches the balance between national pride and coolness just right.
当然，将长城作为取景地是深思熟虑过的决定。对于视频来说，历史古迹的影响力非常重要。“我们想要生动展现这些传统：利用有年代感的传统标志，但把他们放入2019年的时尚潮流中。”
我们想要的这种感觉达到了：抛开浮夸感，赋予明显的针对海外的商业广告片的特点，ChinaCool的这支视频恰到好处地展现了国家自豪感和追求潮流之间的平衡。
CREDITS 制片团队
Client 客户：天猫 Tmall
Agency 代理: FF Shanghai
Chief Creative Officers 首席创意官: Fred & Farid
Agency Supervisors 代理主管: Feng Huang, Chelsea Lin
Executive Creative Director 执行创意总监: Feng Huang
Creative Director 创意总监: Adrien Goris
Copywriter 文案 : Di Ye
Art Directors 美术指导: Vivian Lin, Xi Chen
Brand Strategist 品牌策略师: Karen Ge
Agency Producers 代理生产商: Charles Renard, Tilda He
Production 制作公司：Eagle Media
Director / DOP 导演/摄影：Julien Ayrault
Producer 监制：Adam Lim
Producer 制片： 王欣
Executive Producer 执行制片：施鑫 / 熊猫
Producer Assistant 监制助理：大豆 / 郑爽
Deputy Director：副导演 Yan
Photography Assistant 摄助：Sam大头
Gaffer 灯光师：郭飞
Casting 选角：Yuki
Costumer 服装：Allien
Plane photography 平面摄影 ：赵仁
Post producer 后期制片：Jill
Editor 剪辑：端木瑞
CG：朱晓清 / YY
Music 音乐：Irfane / GUM
Colorist 调色：Ben / 梦芷调色
Online：Eagle Post
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