To introduce this series of multi-color rain boots, we used different characters to present different color-ways in editorial style. Talents we featured in this campaign included celebrities and influencers. This campaign is visually driven by the colorful products and the table arisen talents' attitudes.

ROLE_CREATIVE DIRECTOR

CLIENT_UGG

AGENCY_ANOMALY

To introduce this series of multi-color rain boots, we used different characters to present different color-ways in editorial style. Talents we featured in this campaign included celebrities and influencers. This campaign is visually driven by the colorful products and the table arisen talents' attitudes.

ROLE_CREATIVE DIRECTOR

CLIENT_UGG

AGENCY_ANOMALY

To introduce this series of multi-color rain boots, we used different characters to present different color-ways in editorial style. Talents we featured in this campaign included celebrities and influencers. This campaign is visually driven by the colorful products and the table arisen talents' attitudes.

ROLE_CREATIVE DIRECTOR

CLIENT_UGG

AGENCY_ANOMALY

To introduce this series of multi-color rain boots, we used different characters to present different color-ways in editorial style. Talents we featured in this campaign included celebrities and influencers. This campaign is visually driven by the colorful products and the table arisen talents' attitudes.

Role: Creative Director

Agency: Anomaly

Director: Zhao dan

Music: LinFeng

UGG [ FEEL YOU. ] is a global strategic platform for featuring multiple stories and attitudes among the influencers around the world.

We localized this platform into China market, and aim it to trend setters in fashion industry.

Since 2019, we created a series content of [ FEEL YOU.] delivered the stories from super star to local influencers.

*Event photos repost from internet.

The Challenge

For the 35th anniversary of its Air Force 1 sneaker, Nike had big plans to celebrate under the banner of FORCE. But while the AF1 was an unquestionable icon of street culture in the US, its legacy was not as familiar in China. We had to find a way to help celebrate the legendary sneaker, that local audiences could relate to.

The Insight

The AF1’s storied history as a basketball shoe that evolved into a sneaker for street hustlers, movers, and shakers, was certainly unique to the US. But the underlying themes of struggle, creativity and hard work, remained universal and relevant as ever. It became clear that if we contextualized these ideas through the lens of a local generation – one that had started to come into its own – they would be more ready to embrace the AF1.

The Work

Taking the form of one of the simplest and purest expressions of ‘the huslting, DIY spirit’ – the fanzine – FORCE was an oversized zine we produced that delved into the AF1’s timeless presence as a street icon, through the distinct lens of China’s still bourgeoning youth culture. The zine took a grass roots approach by interviewing some the country’s most vibrant figures from street culture to explore the realms of music, art, and fashion in modern China. Published in limited hard copy quantities, as well as digitally, the zine was a rare instance of hyperlocal street figures being given such a prominent spotlight by a brand as big as Nike, and it resonated with the community. The print editions have since become sought-after collector’s items, while the AF1 took off for a new generation.

ROLE: CREATIVE DIRECTOR / CULTURE CURATOR

AGENCY: ANOMALY

The Challenge

For the 35th anniversary of its Air Force 1 sneaker, Nike had big plans to celebrate under the banner of FORCE. But while the AF1 was an unquestionable icon of street culture in the US, its legacy was not as familiar in China. We had to find a way to help celebrate the legendary sneaker, that local audiences could relate to.

The Insight

The AF1’s storied history as a basketball shoe that evolved into a sneaker for street hustlers, movers, and shakers, was certainly unique to the US. But the underlying themes of struggle, creativity and hard work, remained universal and relevant as ever. It became clear that if we contextualized these ideas through the lens of a local generation – one that had started to come into its own – they would be more ready to embrace the AF1.

The Work

Taking the form of one of the simplest and purest expressions of ‘the huslting, DIY spirit’ – the fanzine – FORCE was an oversized zine we produced that delved into the AF1’s timeless presence as a street icon, through the distinct lens of China’s still bourgeoning youth culture. The zine took a grass roots approach by interviewing some the country’s most vibrant figures from street culture to explore the realms of music, art, and fashion in modern China. Published in limited hard copy quantities, as well as digitally, the zine was a rare instance of hyperlocal street figures being given such a prominent spotlight by a brand as big as Nike, and it resonated with the community. The print editions have since become sought-after collector’s items, while the AF1 took off for a new generation.

ROLE: CREATIVE DIRECTOR / CULTURE CURATOR

AGENCY: ANOMALY

ROLE: Creative Director

CLIENT: UGG

CELEBRATING THE INSPIRATIONS AND INGENUITY BEHIND ICONS 

the innovations found in a nike shoebox came from inspirations far outside it

WE REVEAL the surprising origins and inspirations behind iconic sneakers through an IMMERSIVE, MULTI-SENSORY DISCOVERY PROCESS

Role: Creative Director, Art Director, Space Design Concept
Agency: Anomaly

ROLE:

CREATIVE DIRECTOR / SPACE DESIGN IDEATION

「Explorers Camp」

CONCEPT:

Exploration is more than an activity.

It is an attitude.

It is a mindset.

And for the very best of us, exploration is a life.

They are more in tune with the mountains. More connected with the wild.

They have ventured further, and returned with knowledge, experience and more. These are both gifts from nature, and hard-earned rewards that required steel minds and stout hearts.

We have gathered these pioneers so you can meet them face to face.

Hear their words of proven wisdom. Draw from their presence and turn it into an energy of your own. Learn what they have learnt.

In a setting that’s as honest as the mountains, sharing lessons in a language only true explorers understand.

The North Face Explorers Camp. Learn from the best in the world. And feel enlightened. Transformed. Levelled up. So you can keep on exploring.

NEVER STOP EXPLORING.

ROLE: 3D Artist / Character Design

Shanghai Art & Design Biennale @ POWER STATION OF ARTS

“Eating can therefore be seen as a system of communication”—"Joseph Beuys

In this installation, Ann Zeng aims to use different meals to represent different relationship between people. By the interaction with the dinning table, audiences can experience the relationship in the six themes of conversations during the virtual meals.

ROLE: DIGITAL ARTIST / FILM DIRECTOR

ART PROJECT

ROLE: POSTER DESIGN / 3D ARTIST

HOTGOD DESIGN: MORRIS LEE

ROLE: Creative Director / Designer

ROLE: EVENT ORGANIZER / CREATIVE DIRECTOR / ART DIRECTOR / DESIGNER / ILLUSTRATOR

ROLE: Creative Director / Art Director

AGENCY: Anomaly

CLIENT: Budweiser

CHALLENGE:

China is the world’s largest baby nutrition market, yet for the all the opportunity, the category is sorely lacking in innovation. From a product level, it’s turned into a race to add ever more ingredients. 

From a marketing perspective, its all about bombarding consumers with similar ingredient stories, and pictures of smarter babies. From a consumer perspective, they don’t embrace innovation. It scares them away because they cannot be reassured when it comes to the babies.

And the introduction of BabyNes disrupted the category on every dimension.

CONCEPT:

We coined the term “Tailor Made System”, to resonate with the insight of It Moms.

Under this over-arching idea, we introduced “Monthly-based Nutrition”. 

“Monthly-based” is a term that’s often used to describe the age of babies in China, 

and creates a tangible benefit for our precise staging formula.

Tthe concept of “month-based formula” also enriched our formula superiority, and gave a strong product benefit support to the idea of “Tailor Made System”.

IDEA:

To establish the brand image, we used a series of strong Key Visuals that conveyed the fashionableness and edgey-ness of the It Mom. And we launched brand videos with same tonality.

ROLE: CREATIVE DIRECTOR/ ART DIRECTOR

AGENCY: ANOMALY

CLIENT: BABYNES/ WYETH

We created an interactive mobile site that allowed babies who can’t yet speak to talk to their moms. Upload photos of your baby, and it will be animated and speak: spouting cute lines that alluded further about the joys associated with Illuma infant formula’s benefits.

ROLE: Creative Director / Art Director / Design

Agency: Anomaly

Client: Wyeth Illuma

THE CHALLENGE: 

illuma, Wyeth Nutrition’s premium infant milk formula, conveys its most important attribute – a formulation that’s closest to breastmilk – via an

comms platform called Salute to Breast Milk (STBM).

Now in its fourth year, the brief this time was to find a new angle for STBM to explore that would once again celebrate the benefits of breastmilk and draw clear parallels to illuma’s nutritional benefits.

THE INSIGHT: 

From research, we zeroed in on two of the top five concerns young mothers have about their babies: the child's sleep, and digestion. Not only were both aspects crucial to a baby’s development, but both were also greatly improved by the nutrition that came from breastmilk – nutrition that our product, illuma, was also well-formulated to provide. 

THE WORK:

To address the two concerns, we focused on the benefits of breastmilk and then let babies do the talking. 

Two adorable films were developed to emotionally engage with moms on the STBM platform; featuring incredibly expressive talents and celebrating the joys of a good night’s sleep and a healthy digestion, respectively. Smart media buys and deployment then saw illuma branded assets appearing beside our created content, allowing the viewer to draw the association between the two by themselves.

Beyond that, we also created an interactive mobile site that allowed moms to upload photos of their babies which would then animate and speak; spouting cute lines that alluded further about the joys associated with our product’s benefits. 

The joys of better sleep and poop have never been more endearing, and illuma has never been more loved by moms.

ROLE: CREATIVE DIRECTOR

AGENCY: ANOMALY

CLIENT: ILLUMA

ROLE: CREATIVE DIRECTOR

AGENCY: ANOMALY

CLIENT: CONVERSE

ROLE: LOGO & PACKAGING DESIGN

CLIENT: ABIN ORGANIC FARM FOOD

ROLE: CURATION / CREATIVE DIRECTOR / SPACE DESIGN

AGENCY: ANOMALY/ THE UNREASONABLE

CLIENT: YIHAUS

ROLE: CREATIVE DIRECTOR / CURATOR / DESIGNER

AGENCY: ANOMALY / THE UNREASONABLE

ROLE: CREATIVE DIRECTOR / DESIGNER

AGENCY: ANOMALY

ROLE:

EXHIBITION CURATION / GRAPHIC DESIGN

Anomaly Exposed is the debut art collection of multi-disciplinary creative and office pervert Eva Han. It brings together works from her ‘Anomalies’ series, developed at work during her copious amount of free time, using Microsoft Paint.

Canvas is the key design element for showing the digital art works.

Open Gallery is an open space to promote creatives and artists inside or outside of Anomaly.

ROLE: CURATOR / SPACE DESIGNER

AGENCY: ANOMALY / OPEN GALLERY

ROLE: WINDOW DISPLAY DESIGN

ROLE:

JEWELLERY DESIGN / SILVER KNITTING

ANNZEN G. is my personal side project for jewelry design. it aims to experiment how the metal material can be formed in different textures.

ROLE: Jewelry Designer / Handcraft

ANNZEN G. is my personal side project for jewelry design. it aims to experiment how the metal material can be formed in different textures.

ROLE: Jewelry Designer / Handcraft

ROLE: CALLIGRAPHER

MV by 18 UPPERCUT