W最新为天猫无忧购推出的《天猫无忧话剧团》H5广告以三部短话剧的形式展现了天猫无忧购的送退货快等优势。W巧妙的将话剧团放在了一片游乐场中，通过拟人化的器官来表现消费者购物时的心理变化。
W has delivered a comic short film trilogy demonstrating the benefits of Tmall’s customer care service. The H5 campaign, titled “Tmall Care Drama Club”, transports us inside a mannequin hidden deep within a freaky fairground, imagining an online shopper’s fluctuating emotions from the perspective of his personified organs.
在心脏篇中，我们看到了一个略带神经质的心脏，在反复的期待与被现实碾压中了解到天猫的送货上面与免费家装的服务体验。而在第二部大脑篇中，左右脑两兄弟指挥着身体一路狂奔，为天猫顾客奉上快速取件及退货的服务。
In a frenzied first four minutes, we see a neurotic heart character played by an actor in a rubbery red costume, excited about delivering and assembling a new sofa he has bought for his crush, only to learn that Tmall Care Online Shopping service can take care of everything. The second shorter film takes us up to the brain, where the left and right side race to pick up a package before discovering that Tmall can save them the trouble.
W创始人李三水说：“无忧围绕的是情绪本身，这些忧虑的情绪，都是因为不好的网购服务带来的。当你等不到快递来退货时，你会着急，让你左右脑也跟着急；当你收到有问题的宝贝时，你会敏感生气，导致你不再相信…于是，我们让器官组了个团，诉说那些网购的忧伤故事。”
W’s founder Li Sanshui explains, “We get anxious when the delivery isn’t fast enough. We get mad when we find the product isn’t good enough and there’s no return policy. We tried to emulate those sensations by personifying the organs that control them in a humorous way.”
这个由器官组成的略带诡异色彩的话剧团正是由此而来。将广告与艺术相结合的观点自去年W与艺术家马良在《爸爸的时光机》合作后就一直在李三水的脑海中酝酿。
The “Tmall Care Drama Club” films take the form of a whimsical stage play, an idea that Li has been toying with since last summer after W’s collaboration with artist Maleon for his puppet show, “Papa’s Time Machine”.
W与马良合作《爸爸的时光机》| W x Maleon: “Papa’s Time Machine”
H5中的短片由上海米立制作完成拍摄，他们请来了台湾前摇滚团体成员、如今的MV导演廖人帅来执导本片。廖人帅2016年执导的张靓颖《Dust My Shoudler Off》MV拍摄手法结合多部世界名画，引起外媒争相报导。
The films were produced by MiliFilms and directed by Taiwanese former rock singer-turned-music video director Leo. Leo shot to prominence in 2016 with his video for pop star Jane Zhang’s song, “ Dust My Shoulders Off”, notable for its slick integration of art masterpieces.
廖人帅执导《Dust My Shoulder Off》| “Dust My Shoulder Off”, Directed by Leo
廖人帅还为台湾著名综艺节目《康熙来了》制作过片头，这部片头从2009年为《康熙来了》剧组所使用，直至去年停播。作为从小就观看《康熙来了》的粉丝，李三水说：“他（廖人帅）与野狗气质相投，在前期创意和拍摄阶段，一直都心想把作品做到最好。”
Li says he is a fan of another of Leo’s films, the opening video for Taiwan’s most famous talk show “Kangsi Coming”. “Besides that,” adds Li, “Leo’s personal style really matched up with our concept for Tmall Care Drama Club.”
这部作品标示着W作为中国广告界最具创意力的广告公司之一，在对于广告新形式的探索上更进一步。
The campaign marks yet another daring effort from W, a multiple awarded-agency which is recognized by the Chinese advertising community as one of the most creative independent agencies in China.
W创始人李三水与导演廖人帅 | W’s Founder Li Sanshui and Director Leo
整个创意与拍摄团队在制作过程中欢乐不断。李三水说：“拍摄现场笑声连连，导演、后制团队、客户和我们，本身已经玩成一团。”
While the humor here might not be to everyone’s taste, there is a palpable sense of a team playing and having fun. “We had a wonderful time shooting the film,” says Li, “The crew was laughing all the way.”
《天猫无忧话剧团》的H5于三月初正式推出，作品中含括了已经制作完成的大脑篇和心脏篇。而第三部眼睛篇仍在制作中，也将很快与观众见面。根据李三水所说，更多与人体有关的同类作品也在紧张策划与制作中。
The campaign was released on March 1st, starting with the heart and the brain. The next installment, focused on the eyes, is still in production, with more films based on different organs set to follow.
制作名单：
- 总策划：三水
- 品牌方：天猫无忧购
- 导演：廖人帅
- 剧本：三水／廖人帅／丸子
- 美术指导：Boyang
- 制作公司：米立制作
- 监制：瓜哥／Hannah
- 制片：雄哥／艾拉
- 后制：Pansy／阿伟
- 特效制作：Tommy
- 音乐出品：W 野狗音乐舱
Credits:
- Brand: Tmall Care
- Planning: Li Sanshui
- Director: Leo
- Script: Li Sanshui, Leo, Wanzi
- Art Director: Boyang
- Production Company: MiliFilms
- Executive Producer: 瓜哥／Hannah
- Producer: 雄哥／艾拉
- Post Production: Pansy／阿伟
- Music: W
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