The Best Work You May Never See: Fred & Farid Shanghai Issues Call To The Snowy Wild For Tmall

By

Robert Goldrich
Tuesday, Jan. 11, 2022

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The winter sports market in China is one of the fastest growing in the world--over $126 billion by the 2022 Beijing Winter Olympics--with a target of over $160 billion by 2025.  Ahead of the Winter Olympics, Tmall partnered with Fred & Farid Shanghai for the launch of the Tmall Winter Festival 2022 (the annual major shopping event dedicated to winter sports brands). The creative agency has developed a communication platform (including strategy, creative and in-house production) aimed to introduce winter sports to the Chinese market.  

In this spot, we see assorted urban folks being called to the great white snowy wild for outdoors adventures. Alvynn Diagne directed this “Goodbye City, See You On Snow!” film created and produced by Fred & Farid Shanghai.

Credits

Client Tmall, Alibaba Group Agency Fred & Farid Shanghai Fred & Farid, chief creative officers; Feng Huang, executive creative director; Adrien Goris, creative director; Cao Wen, Yucy Wang, copywriters; Billy Liao, art director; Zoy Wang, designer; Charles Renard, Caroline Wei. producers; Karen Ge, Aaron Wang, brand strategists. Production Company Fred & Farid Shanghai Alvynn Diagne, director & editor; Charles Rendard, exec producer; Jason Fu, producer. Music Ker Sound

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