Gymboree is America’s leading early childhood education brand. It entered China in 2003 and currently ranks among the top three.
In 2018, it wanted us to revamp its brand for Chinese parents. Under the direction of my creative director and strategist, I created Gymboree's new communication strategy, creative concept, slogan, brand film idea, brochure and website copy in 2 months.
We produced the film in 10 days from script to post-production challenging a marginal budget. The film was shot inside a Gymboree classroom and featured real students.
Below are an excerpt of my presentation deck and the director cut of the brand film. To view the brochure, please use the link.
"多元" means multidimensional.
The creative idea.
The creative idea's manifesto.
