de Gournay & Bing Xu
‘When Attitude Becomes Form’
Role: Writer/DOP/Art & Creative Director
Agency: Toobee Studio
For this co-branding campaign launch, De Gournay approached me to create a film and a set of photos.
de Gournay is renowned for its bespoke, artisanal approach to interior decor. de Gournay’s wallpapers often feature intricate, detailed designs inspired by traditional Chinese and Japanese art, as well as other historical and natural themes.
Bing Xu is recognized for merging traditional Chinese aesthetics with modern fashion sensibilities. Bing Xu’s designs often incorporate luxurious materials and unique, artistic elements, making them standout pieces in the world of fashion.
This partnership merges attitudes, elevates forms, and transcends mere fashion. Bing Xu infuses the essence of de Gournay’s heritage into classic Bing Xu shoes, birthing a collection that redefines East meets West.
The campaign concept revolves around synergy:
In a world where every step makes a statement, we proudly unveil a unique collaboration between de Gournay and Bing Xu through this film and photo series.
Creative Proposal:
Set amidst the English countryside, our lifestyle shoot aimed to capture Bing and friends lounging in the collaborated shoes, epitomizing summer vibes against a backdrop of de Gournay wallpaper. We celebrate individuals who express themselves authentically, transcending trends.
Treatment & Script:
We crafted a visual narrative at Harpsden Court, blending timeless beauty with luxury wallpapers and stylish footwear. Our goal was to inspire the audience to embrace casual elegance and refined taste. This vision was captured in a treatment deck, followed by a storyboard and shotlist. A mix of drone and steadycam indoor and outdoor shots seamlessly weaves the story together. Along with the music, the edit injects energy and spontaneity into the storyline.
This film will emphasize Gournay’s luxurious wallpaper designs intertwining with Bing Xu loafers and slippers, forming a cohesive ensemble that mirrors the wearer’s unique personality and style.
Cast & Set Design
We assembled a cast of young, successful professionals with the right look and attitude. Floral settings, catering, furniture, and tapestry played a crucial role in setting the tone. Logistics were carefully managed to ensure that footwear prototype production time aligned with mansion availability.
Look & Feel
Cinematography prioritized capturing effortless chic and refined luxury, while styling reflected the laid-back elegance of the countryside lifestyle, enhancing our aesthetic. Throughout the shoot, we wove a narrative celebrating life’s simple pleasures, exuding warmth, sophistication, and effortless charm, inviting viewers into our co-branding collaboration’s world.
Key results & press
The campaign film attracted 52,000 impressions on the brand's owned social media channels. The campaign content series was highlighted by WWD, the prestigious fashion-industry trade journal known as "the bible of fashion," and was lauded by Jing Daily, a trade media outlet specializing in luxury in China. This exposure increased the impressions to over 1 million within a week of the official launch.
