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For the global announcement of Wang Yibo as HELLY HANSEN’s Brand Ambassador, I led the ideation phase, shaping the core narrative around “Further, Alive.” By connecting HELLY HANSEN’s century-old sailing heritage with Wang Yibo’s boundary-pushing persona, we reframed exploration as both a physical journey and a mindset — extending beyond terrain into personal vision and growth.


Tagline: 视野之外 向远而生 Further Alive
Role: Creative Year: 2025 Participation: Ideation
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