Strategy

Create a premium retail IP that balances brand-building and conversion, using a distinctive “runway” aesthetic to establish recognition and support long-term scalability.

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Execution

Transform a subway tunnel into an immersive “Runway”, combining architectural graphics, light installations and modular visual assets to create a high-impact experience that extended seamlessly across physical and digital touchpoints.

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Key Contributions

Built a new retail IP from scratch

Established the visual language and modular framework behind 「大牌来了」, enabling scalable participation from multiple brands and supporting long-term content development.

Designed an immersive media experience

Turned a high-traffic subway tunnel into a premium runway-inspired environment, creating a memorable offline brand experience and a creative format adaptable across future media touchpoints.

Created a highly modular asset ecosystem

Built the largest asset ecosystem in the project’s history, enabling efficient deployment across variousmedia touchpoints. The approach significantly improved resource utilization and helped reduce Tencent splash-screen CPC by more than 80% versus typical campaign benchmarks.