WORK     NOVEL     FLANEUR     SCUM     INFO

For this project, we built the narrative around the idea of “setting off,” connecting the brand’s spirit with the emotional state of the protagonist, and transforming a hiking journey into an expression of inner momentum. Through the journey, Liu Shishi became more than a brand ambassador — she became an active participant, and met several local people who contributes themselves to the nature along the way. Through the documentary The Path of the Fir · Departure, the product evolved beyond functional gear, becoming a companion to every decision to move forward.


Tagline: 循杉之道
Role: Creative Year: 2026 Participation: Ideation
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