A collaboration with Phatrice for a campaign called 'Can You Hear Us'. A famous Hong Kong based DJ called DJ Miss Yellow was the 'face' of the campaign and the product was limited edition headphones from LSTN.
This was a fun project to work on as I had full autonomy on the branding of the campaign. The main concept of the shoot was 'urban jungle'. As LSTN and Phatrice are all about being eco-friendly, sustainability and good quality, I wanted to emulate the juxtaposition of man-made and nature by capturing organic and structural shapes interacting with each other. This was to show that both can coexist, like how we can make the choice of living a modern yet sustainable life.
After initial brainstorming and research into DJ Miss Yellow’s style and branding, I wanted to create photography that looked authentic and raw, stripping away the inessentials to leave only the raw elements. Taking inspiration from polaroid photos, I chose an aesthetic that has a slight fade out look yet has strong contrast and shadows.
'Can You Hear Us' aimed to raise awareness of the lack of access to hearing aids for the elderly in Hong Kong. With a special partnership with Po Leung Kuk, the money raised was used to provide high quality hearing aids for the elderly.
A launch party was held on 22 August, 2015, which included a lucky draw for 4 of the limited headphones and live mixing from DJ Miss Yellow herself.
Featured in Milk (Hong Kong local magazine), localiiz, China Daily Asia, and Ecozine among other publications.
For more information: http://www.phatrice.com/canyouhearus
