Deep into the quiet bamboo forest, there is no escape from the mystic sphere. A group of youngsters was drawn by certain mystical force, shuffling through reality and fantasy, baffling their way into the labyrinth of consciousness, self and other lapsing one another, each decision in life leading to a different ending. The first Shiatzy Chen campaign video “MYSTIC MYSTERY IN BAMBOO LABYRINTH” presented in non-linear narrative structure and an abstract expression of bamboo forest, manifests the necessity and probability led by the impact of butterfly effect. An unconventional interpretation of campaign videos and a fresh take to present the brand. Nhu Xuan Hua believes the journey of self-searching is a romantic exploration, within the labyrinth of consciousness lies the game of awareness; when the red signal flashes, the characters travel from somewhere deep into conscious to yet another unknown land. The consciousness drifts between spaces; will it end at the beginning of the journey or at the outset of the next odyssey?
Shiatzy Chen Spring Summer campaign video is directed by Parisian visual artist Nhu Xuan Hua. Her image speaks a sense of alluring and surreal isolation. Her art-majored and sculpture-loving background shapes her sensitivity of the message on the screen and the relationship between object and lines. Guided by Nhu Xuan Hua, each wandering of the upcoming models Yuanchun Zheng, Xiaoqian Xu, Dasha Konte, and VIKA EVSEEVA is a revelation of consciousness.
Nhu Xuan Hua explains that she interprets her perception of the brand in a poetic and subtle expression. Slow motion cinematography and cinematic film score, deliberately leaving out any sense of time to present the elegant apparel collection and the subtle literati character.
DIRECTOR / PHOTOGRAPHER: Nhu Xuan Hua
DIRECTOR OF PHOTOGRAPHY: Marc Pritchard
VIDEO EDITOR: Francesco Roma
SET DESIGNER: Paulina Piipponen
MUSIC / SOUND DESIGN: Tzekin
FIRST ASSISTANT CAMERA: Malte Florian Markus
DIRECTOR’S ASSTANT: Josh Chang
GAFFER: Leon Yuan
PHOTO RETOUCHER: Anne-Sophie Auclerc
GRADING COMPANY: Electric Theatre
HAIR ARTIST: Jun Tsai
MAKE-UP ARTIST: Hungyi Lu, Justinsionlu
MODELS.: Vika Evseeva, Dasha Konte, Xiaoqian Xu & Anthony Chen
PRODUCTION: SHIATZY CHEN Visual Team