[ Student Work ]
Role : Art Director | Creative Director | Product Designer
In 2017 Originality started emerging in China through the form of hip-hop thanks to a popular show called The Rap of China. However, China’s most powerful media regulator known as the SAPRRFT banned all hip-hop culture for being against Chinese values. Therefor, Adidas is going to give the voice of hiphop back to China through a new device called Base1 . With Base_1, aspiring rappers will have the opportunity to practice free styling over a beat, upload their best songs, and have a chance at being featured at listening parties in Adidas locations across Shanghai. Proving that, even when censorship threatens originality, we stand with the new generation of creators.