China World Trade Center is launching a new campaign for the 2017-2018 festive season centered around storytelling and fairy tales to celebrate the new year and build community. The "Tales of Wonder" concept will include immersive installations telling stories through kinetic design, video mapping, and interactive experiences to transport visitors to a magical world. A multidisciplinary team of designers, artists, and filmmakers will bring the concept to life through visuals, installations, and a short animated film.

1. CWTC
Festive Season
2017-2018

2. CREATED BY

3. China World Trade Center turns a new page as 2017 comes to an end and welcomes a
new year - marking a new phase in their development and expansion.
With our concept, we celebrate and conceive this brand new chapter.
We aim to build a solid concept from looking into the storylines of fairytales that highlights the
festive season, family values, national heritage and togetherness.
Let us transport your customers to
China World Trade Center’s tailor-made wonder land.
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Introduction
Come Celebrate With Us…

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Unique Approach
Objective & Core Insights

5. U n i q u e A p p r o a c h
contain the most impact from
a branding perspective
drive sales providing a high-end image
of brands
with kinetic and interactive
installations
position CWTC as the leading
destination for creating
seasonal gifts and leisure
We prioritised those concepts that would:

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Once, long ago…
Storytelling is a traditional custom that brings people together.
Here's what we envision:
A cold, snowy night with the entire family around the fireplace, listening to beautiful tales
of times gone by.
The evolution of this concept flows through the festive season and maintains an
effortless transformation in its design and structure.
Essentially, we hope for China World Trade Center to adopt this story and make it their
own - a timeless tale that will become a classic trademark.
Concept

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Concept video

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Tales of Wonder intends to immerse and astonish all visitors of China World Trade Center
with the finest of kinetic design. The concept aims to transport and mesmerise with its
timeless elements - Every installation and every tale opens up a brand new world.
Bringing Stories to Life
Tales of Wonder

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4 stage progression
Campaign strategy
Our campaign has been created in 4 phases to delve deeper into the conceptualisation that links perfectly with the
progression of the festive season.
We want to set a warm, prosperous and harmonious tone for this festive season by paging through Tales of Wonder
and creating a world of magical astonishment under one roof.
Lighting Ceremony and
campaign launch with
premiere of short film
Online Campaign
kicks off nationwide
Christmas
Period Concept
Chinese New
Year Concept

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Floor plan CWM
food area
fashion area
entertainment area
We created an interactive storyline that links to 3
cornerstones (food, fashion and entertainment) of
this campaign and that of China World Trade
Center’s operation. These elements blend into our
approach of how we tell our stories and present
our installations.

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The KVa hand crafted visual

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Introduction
The concept of creating our specific decoration
and installations was compiled with the notion
of featuring the delicate wintery and festive
elements of Christmas, surrounding CWTC.
These elements bring the campaign to life and
allow us to embrace the holidays with nothing
but joy.
KV concept

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Christmas Campaign visual- Colour option 1

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Christmas Campaign visual- Colour option 2

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Introduction
This coming Chinese New Year, our concept
seamlessly transforms into a new world that
welcomes a new year with prosperous
beginnings.
China World Trade Center will stand at the
helm of ringing in the Year of the Dog with style,
festivity and delight.
KV concept

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Christmas Campaign visual - Colour option 1

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Chinese New Year Campaign visualChristmas Campaign visual

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CWTC Short animation movie
A Boy & His Dog

23. Domi & Berry
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Introduction
Our story is about a little boy named Domi,
who hopes to bring the story of Christmas to
life.
Coincidentally, his sketches become reality as
his love and care for a homeless dog drives
him to create a warm world for his new friend.

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mood board of the conception
Conception
development

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BerryThe homeless dog

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DomiThe imaginative boy

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Decorationsa Journey into Fairy Tales

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Introduction
A life-size book spreads open and displays a
stunning work of paper art that illuminates from
the back.
The multi-layered picture book comes to life as
the shadows dance in the night and creates a
moment of pure awe.
Advanced kinetic design creates the concept in
a modern perspective.
Pages of Illumination
“A Forest
Fairy Tale”

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Provides complete immersion with unique
sound effects and music.
Voice-overs in English and Mandarin Chinese.
Sound effects composed by a French Sound
Engineer.
QR Code story telling

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32. “A Journey
of Tales”
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Introduction
Be transported into this magical fairy tale. A
unique immersive experience that becomes
the very first of its kind in China.
The experience becomes a meaningful and
elegant journey of different festive season
fables presented in transit with advanced video
mapping.
The Book Forest

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add people silhouette

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Introduction
A beautiful tale about graceful flying whales
who soar among the clouds, delivering hope
and courage.
This interactive experience enables us to fly
with the whales and become part of a unique
setting.
The Carousel
“The Whale Tale”

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Concept video

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A vintage design headset is provided to
implement full immersion with unique sound
effects and music.
Voice overs are done in both English and
Mandarin Chinese.
Vintage Aviator Head Phones

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Introduction
Like a windmill, this rotating winter tale will
become a layered installation of perspective
and depth.
Envelop yourself in this captivating scenery
that is set in a snowy forest during Christmas
along with a friendly, four-footed canine friend.
Windmill Snow Scene
“The Festive
Fairy Tale”

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Lighting ceremonyrecommended selection

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For this ceremony, we will create a larger-than-life
installation with mapping video to celebrate the
depth of the fairytales that we hope to present.
Introduction
Lighting Ceremony

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Concept video

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Fairy talesrecommended selection

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When a huge black dog appears outside
the Hope family home, each member of the
household sees it and hides. Only Small,
the youngest Hope, has the courage to
face the black dog, who might not be as
frightening as everyone else thinks.
Introduction
Fairy Tale recommendation - Christmas
Deep in the woods on the coldest day of
winter a little boy drops his mitten. And that
lost mitten stretches and stretches to
provide shelter for many woodland
creatures. A Ukrainian folk tale.
Introduction

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Snow is coming, coming soon, so Rabbit
needs to find food fast. Just in time, a turnip
turns up, and a second one, too.
Who in the woods wouldn't want to tuck
away an extra turnip for the long winter?
Not Rabbit. He chooses a different path--
and starts a wave of generosity that
spreads among all his forest friends.
Introduction
Fairy Tale recommendation - Christmas
Wake up with Peter to a snow-covered day
where adventure awaits. No book has
captured the magic and sense of possibility
of the first snowfall better than The Snowy
Day. Universal in its appeal, the story has
become a favorite of millions, as it reveals
a child's wonder at a new world, and the
hope of capturing and keeping that wonder
forever.
Introduction

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This poignant, vibrantly illustrated tale,
which won the prestigious Feng Zikai
Chinese Children’s Picture Book Award in
2009, is sure to resonate with every child
who misses relatives when they are away
— and shows how a family’s love is strong
enough to endure over time and distance.
Introduction
Fairy Tale recommendation - Chinese New Year
As Xiao Ming and his mother walk through
the winter forest, the fresh snow-white and
smooth as paper-inspires an educational
game. While his mother scratches Chinese
characters with a stick, Xiao Ming guesses
what the symbols represent. Through
careful teaching, the mother links
characters and words so that they make
sense to a child.
Introduction

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A young boy looks forward to the Lunar
New Year, often called the Chinese New
Year, a time of hope. Janet S. Wong's
spare, lyrical couplets voice a child's
determination to face the new year with
courage and optimism.
Introduction
Fairy Tale recommendation - CNY periode
Long-Long accompanies his grandfather
into the city to sell cabbages in order to buy
food and decorations for the New Year.
Selling cabbages is harder than Long-Long
expects, and he encounters many
adventures before he finds a way to help
his grandfather, and earn New Year's treats
for his mother and little cousin.
Introduction

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Multidisciplinary team
Meet our Team

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Our team consists of a diverse range
of people that specialize in their craft.
Our multi-disciplinary environment
provides international vision and
celebrates award winning members
that carry the torch in this creative
space.
Introduction
An award winning Director whose
experiences has expanded across
local and international clientele
including Rolls-Royce, Mercedes-
Benz, Dr. Martens, Disney, amongst
many others.
7 years in the creative industry has
also allowed our creative director to
gather a wealth of knowledge in
many sectors such as Video
production and VR video allowing
him the ability to bring all creative
projects given in the next level.
Gary Zhou
Founder: Brand Head
Gary’s rich experience in marketing
and brand communication has lead
him to launch Brand Head where
he mainly focusses on consulting,
brand orientation and marketing
strategy.
Prior to opening the doors of his
current firm, he built up a strong
management and PR portfolio
under Text 100, Lenovo, Burson-
Marsteller China, as well as SOHO
China.
Jean-Charles Penot
Executive Creative Director
As an award-winning artist, Phu’s
work encompasses different media
including installations, lightning and
kinetic art.
Now based in Beijing since 2011,
he applies his knowledge in the
creative events industry where he
provided full marketing solutions to
many international brands including
Rolls-Royce, Mercedes-Benz,
GPHg and Dr. Martens.
Phu Nhin
Lead 3D DesignerThe TeamDesign and storytelling

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Jiang’s an artist and graphic
designer from Beijing who received
her BA from the China Central
Academy of Fine Arts in 2012. She
then completed her MFA at the
School of the Art Institute of
Chicago in 2015.
Her interest in new media and
technology, has led her to work in a
cross-disciplinary manner where
she utilizes aspects of graphic
design, photography and video
installations.
Tian Jian
Associate Art Director
With more than 6 years experience in
designing theme parks, Changsheng
has held important positions in
several professional enterprises
within different industries.
He excels at VR production, three-
dimensional design, management
and creative design with unique
insights and broad vision.
Changsheng graduated from the
Dalian National University and
majored in Art Design.
Zhu Changsheng
Senior 3D Designer
O r i g i n a l l y f r o m a V i s u a l
Merchandising background in
Fashion, Conrad has worked in South
Africa, Dubai and China.
Before moving to Beijing, he worked
with high-end retailer Harvey Nichols
where he designed and implemented
store visuals and layout.
His passion for writing has led him to
edit, style and write in the travel,
fashion and lifestyle sectors before
settling into a role as Conceptual
Copywriter.
Wynand Conrad
Conceptual Copywriter
The TeamDesign and storytelling

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O r i g i n a l l y f r o m a V i s u a l
Merchandising background in
Fashion, Conrad has worked in South
Africa, Dubai and China.
Before moving to Beijing, he worked
with high-end retailer Harvey Nichols
where he designed and implemented
store visuals and layout.
His passion for writing has led him to
edit, style and write in the travel,
fashion and lifestyle sectors before
settling into a role as Conceptual
Copywriter.
Wynand Conrad
Conceptual Copywriter
Originally, from Poland, Evelina has
over 7 years of experience in design
and art. She has collaborated in
several successful projects with
renowned companies and artists.
Ewelina has extensive knowledge and
experience in brand construction,
social media campaigns, web design
and photographic projects.
After graduating from the Academy of
Fine Arts (with specialization in
Grahpic Design) she managed to gain
working experience in Europe and
China.
Ewelina Budrzycka
Senior Graphic DesignerThe TeamDesign and storytelling

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Graduated from the International
Film School of Paris, The French
N a t i o n a l M u s i c S c h o o l
(conservatoire national) and the
French National Art School (ABAC),
Benjamin has directed and
produced over thirty movies
(documentaries, animation, shorts,
Tvc, Mv, Series, VR, … ).
His latest film is currently attending
forty internationals films festivals,
over twenty six countries around
the world.
Benjamin B.
Co-Director - Producer
An award winning Director whose
experiences has expanded across
local and international clientele
including Rolls-Royce, Mercedes-
Benz, Dr. Martens, Disney, amongst
many others.
7 years in the creative industry has
also allowed our creative director to
gather a wealth of knowledge in
many sectors such as Video
production and VR video allowing
him the ability to bring all creative
projects given in the next level.
Jean-Charles Penot
Director - Creative Director
Graduated from one of the highest
design school in the world, the
Marangoni Institut, Lin has been
involved in many productions in
China, as designer and producer.
Over the last 8 years, she has
produced Chinese series, tvc, short,
documentaries, Mv, VR, feature.
Lin C.
ProducerThe TeamProduction video

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The last animated short movie
produce by our team bring us a
selection on more than 35 Film festival
world wild.
Introduction
Film Festivals

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