Oz3000

This season embraces a core of romanticism, blending it with elements of the unreal, the conflicting, and the chaotic, to craft an uncharted journey. Through intense emotions, dramatic expressions, and abstract imagery, it invites the audience to unleash their imagination. Inspired by the classic The Wizard of Oz, Oz3000 symbolizes a futuristic journey of self-discovery.

Photo: Huang Ye
Photo assistant: Wuli
Hair: Zhou Zhou
Makeup: Zhou Zhou
Production: Erica Zhang, Zisui Angela Liu, Julia Kang

For this campaign, we used a large LED screen as both a backdrop and an installation piece. It wasn’t just for visual impact — it gave us more room to play with different styles, lighting, and animations during the shoot. The screen helped create a more immersive environment, adding movement and layers to the visuals. It also tied directly into the campaign’s core message about the future and technology, helping everything feel more cohesive and forward-looking.

Everything around us — from city streets and elevators to plants, railings, and power lines — can be part of our set. We’re not tied to any one format. If it tells the story better, we use it. It’s all about bringing the narrative to life.