On 2023 Chinese New Year
昂跑2023农历新年
It’s an honer to have had the opportunity to collaborate with On Running on the artwork for the 2023 Chinese New Year celebration.
Our concept for the artwork was "Back to the Source", a nod to the rich artistic and cultural heritage of China and the spirit of the brand.
By drawing inspiration from traditional Chinese paintings, we aimed to create a piece that captures the essence of what makes Chinese art so captivating, while also infusing modern elements to make it feel fresh and relevant. The rabbit form, a classic element in ancient Chinese art, was combined with the flowing, organic shapes of Chinese landscape art to create a piece that is both timeless and contemporary.
And in keeping with our theme of "Back to the Source," we used the mountain form as the central visual element, paying homage to the awe-inspiring Swiss landscapes that serve as the birthplace of the On brand.
Credits
Artwork/Animation
by
Gao Yang
Gifts/Store presentation/Installation
by
On China
很荣幸能与昂跑合作呈现2023中国农历新年的新年艺术视觉。
这次主视觉的概念是“新年归野”，意在致敬中国的传统文化以及品牌的运动精神。我以中国古代传统绘画中的兔子为基础，结合中国山水画中流畅有机的山的形态，再通过更动感配色和动画的形式来综合呈现，既富有中国传统韵味的同时，也不失现代新锐的视觉感受。
此外把山的形态作为视觉主题，也是呼应了作为昂跑品牌诞生之地瑞士所闻名的山脉大川的风景。
