Against

Skateboarding has begun to garner a following in China despite a negative perception among people. Inspired by the Chinese character “Ni”, which literally means to go against the norm and choose your own path. We decided to create the first-ever Converse skate team in China and set them off on a cross-country journey to unite and inspire passionate young skaters.

Documentary Case Study

Music festival activation

Role: Concept / Art Direction / Design   •   Agency: W+K

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