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FRED & FARID Shanghai

@fredfaridsh

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The Shanghai team of @fredfaridglobal. Producing meaningful ideas, grounding brands into culture.

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New work for @ysl
Agency: Fred & Farid Shanghai

纸短情长 - Love Letters, Love Matters
Presenting the QIXI (Chinese Valentine’s Day) Campaign Film

Inspired by the precious archives of love letters from modern Chinese cultural icons, we bring those affections, once sealed by time, back into the present,
interpreting through Saint Laurent’s singular aesthetic language, how love is expressed, and how it is kept. It all begins with the love letter, a vessel of emotion that transcends its era.

Seven Letters, Three Interpretations
The project gathers seven cherished love letters from Bruce Lee, Li Yinhe, Xu Peifen, and others. Song Jia, Liu Wen, and Chen Zheyuan, three celebrities from China, each brings three letters to life, giving voice to the love flowing through their words.

Through these words that cross generations, a bygone emotional world gently opens, an Eastern restraint and subtlety that echoes the quiet longings of the present.

A quiet apartment at dawn;
A hotel room softened by afternoon light;
A night drive where thoughts wander.

Between the lines,
love crosses time and space
to become an eternal bond.
Love Letters, Love Matters taken in Shanghai. China by @fredfaridsh

3

0

25 days ago

New work for @ysl
Agency: Fred & Farid Shanghai

纸短情长 - Love Letters, Love Matters
Presenting the QIXI (Chinese Valentine’s Day) Campaign Film

Inspired by the precious archives of love letters from modern Chinese cultural icons, we bring those affections, once sealed by time, back into the present,
interpreting through Saint Laurent’s singular aesthetic language, how love is expressed, and how it is kept. It all begins with the love letter, a vessel of emotion that transcends its era.

Seven Letters, Three Interpretations
The project gathers seven cherished love letters from Bruce Lee, Li Yinhe, Xu Peifen, and others. Song Jia, Liu Wen, and Chen Zheyuan, three celebrities from China, each brings three letters to life, giving voice to the love flowing through their words.

Through these words that cross generations, a bygone emotional world gently opens, an Eastern restraint and subtlety that echoes the quiet longings of the present.

A quiet apartment at dawn;
A hotel room softened by afternoon light;
A night drive where thoughts wander.

Between the lines,
love crosses time and space
to become an eternal bond.
Love Letters, Love Matters by @fredfaridsh

3

0

25 days ago

New work for @ysl
Agency: Fred & Farid Shanghai

纸短情长 - Love Letters, Love Matters
Presenting the QIXI (Chinese Valentine’s Day) Campaign Film

Inspired by the precious archives of love letters from modern Chinese cultural icons, we bring those affections, once sealed by time, back into the present,
interpreting through Saint Laurent’s singular aesthetic language, how love is expressed, and how it is kept. It all begins with the love letter, a vessel of emotion that transcends its era.

Seven Letters, Three Interpretations
The project gathers seven cherished love letters from Bruce Lee, Li Yinhe, Xu Peifen, and others. Song Jia, Liu Wen, and Chen Zheyuan, three celebrities from China, each brings three letters to life, giving voice to the love flowing through their words.

Through these words that cross generations, a bygone emotional world gently opens, an Eastern restraint and subtlety that echoes the quiet longings of the present.

A quiet apartment at dawn;
A hotel room softened by afternoon light;
A night drive where thoughts wander.

Between the lines,
love crosses time and space
to become an eternal bond.
Love Letters, Love Matters taken in Shanghai. China by @fredfaridsh

3

0

25 days ago

New work for @ysl
Agency: Fred & Farid Shanghai

纸短情长 - Love Letters, Love Matters
Presenting the QIXI (Chinese Valentine’s Day) Campaign Film

Inspired by the precious archives of love letters from modern Chinese cultural icons, we bring those affections, once sealed by time, back into the present,
interpreting through Saint Laurent’s singular aesthetic language, how love is expressed, and how it is kept. It all begins with the love letter, a vessel of emotion that transcends its era.

Seven Letters, Three Interpretations
The project gathers seven cherished love letters from Bruce Lee, Li Yinhe, Xu Peifen, and others. Song Jia, Liu Wen, and Chen Zheyuan, three celebrities from China, each brings three letters to life, giving voice to the love flowing through their words.

Through these words that cross generations, a bygone emotional world gently opens, an Eastern restraint and subtlety that echoes the quiet longings of the present.

A quiet apartment at dawn;
A hotel room softened by afternoon light;
A night drive where thoughts wander.

Between the lines,
love crosses time and space
to become an eternal bond.
Love Letters, Love Matters taken in Shanghai. China by @fredfaridsh

3

0

a month ago

New work for @ysl
Agency: Fred & Farid Shanghai

纸短情长 - Love Letters, Love Matters
Presenting the QIXI (Chinese Valentine’s Day) Campaign Film

Inspired by the precious archives of love letters from modern Chinese cultural icons, we bring those affections, once sealed by time, back into the present,
interpreting through Saint Laurent’s singular aesthetic language, how love is expressed, and how it is kept. It all begins with the love letter, a vessel of emotion that transcends its era.

Seven Letters, Three Interpretations
The project gathers seven cherished love letters from Bruce Lee, Li Yinhe, Xu Peifen, and others. Song Jia, Liu Wen, and Chen Zheyuan, three celebrities from China, each brings three letters to life, giving voice to the love flowing through their words.

Through these words that cross generations, a bygone emotional world gently opens, an Eastern restraint and subtlety that echoes the quiet longings of the present.

A quiet apartment at dawn;
A hotel room softened by afternoon light;
A night drive where thoughts wander.

Between the lines,
love crosses time and space
to become an eternal bond.
Love Letters, Love Matters taken in Shanghai. China by @fredfaridsh

3

0

a month ago

New work for @ysl
Agency: Fred & Farid Shanghai

纸短情长 - Love Letters, Love Matters
Presenting the QIXI (Chinese Valentine’s Day) Campaign Film

Inspired by the precious archives of love letters from modern Chinese cultural icons, we bring those affections, once sealed by time, back into the present,
interpreting through Saint Laurent’s singular aesthetic language, how love is expressed, and how it is kept. It all begins with the love letter, a vessel of emotion that transcends its era.

Seven Letters, Three Interpretations
The project gathers seven cherished love letters from Bruce Lee, Li Yinhe, Xu Peifen, and others. Song Jia, Liu Wen, and Chen Zheyuan, three celebrities from China, each brings three letters to life, giving voice to the love flowing through their words.

Through these words that cross generations, a bygone emotional world gently opens, an Eastern restraint and subtlety that echoes the quiet longings of the present.

A quiet apartment at dawn;
A hotel room softened by afternoon light;
A night drive where thoughts wander.

Between the lines,
love crosses time and space
to become an eternal bond.
Love Letters, Love Matters taken in Shanghai. China by @fredfaridsh

3

1

a month ago

New work for @ysl
Agency: Fred & Farid Shanghai

纸短情长 - Love Letters, Love Matters
Presenting the QIXI (Chinese Valentine’s Day) Campaign Film

Inspired by the precious archives of love letters from modern Chinese cultural icons, we bring those affections, once sealed by time, back into the present,
interpreting through Saint Laurent’s singular aesthetic language, how love is expressed, and how it is kept. It all begins with the love letter, a vessel of emotion that transcends its era.

Seven Letters, Three Interpretations
The project gathers seven cherished love letters from Bruce Lee, Li Yinhe, Xu Peifen, and others. Song Jia, Liu Wen, and Chen Zheyuan, three celebrities from China, each brings three letters to life, giving voice to the love flowing through their words.

Through these words that cross generations, a bygone emotional world gently opens, an Eastern restraint and subtlety that echoes the quiet longings of the present.

A quiet apartment at dawn;
A hotel room softened by afternoon light;
A night drive where thoughts wander.

Between the lines,
love crosses time and space
to become an eternal bond.
Love Letters, Love Matters taken in Shanghai. China by @fredfaridsh

3

0

a month ago

New work for @ysl
Agency: Fred & Farid Shanghai

纸短情长 - Love Letters, Love Matters
Presenting the QIXI (Chinese Valentine’s Day) Campaign Film

Inspired by the precious archives of love letters from modern Chinese cultural icons, we bring those affections, once sealed by time, back into the present,
interpreting through Saint Laurent’s singular aesthetic language, how love is expressed, and how it is kept. It all begins with the love letter, a vessel of emotion that transcends its era.

Seven Letters, Three Interpretations
The project gathers seven cherished love letters from Bruce Lee, Li Yinhe, Xu Peifen, and others. Song Jia, Liu Wen, and Chen Zheyuan, three celebrities from China, each brings three letters to life, giving voice to the love flowing through their words.

Through these words that cross generations, a bygone emotional world gently opens, an Eastern restraint and subtlety that echoes the quiet longings of the present.

A quiet apartment at dawn;
A hotel room softened by afternoon light;
A night drive where thoughts wander.

Between the lines,
love crosses time and space
to become an eternal bond.
Love Letters, Love Matters taken in Shanghai. China by @fredfaridsh

3

1

a month ago

New work for @ysl
Agency: Fred & Farid Shanghai

纸短情长 - Love Letters, Love Matters
Presenting the QIXI (Chinese Valentine’s Day) Campaign Film

Inspired by the precious archives of love letters from modern Chinese cultural icons, we bring those affections, once sealed by time, back into the present,
interpreting through Saint Laurent’s singular aesthetic language, how love is expressed, and how it is kept. It all begins with the love letter, a vessel of emotion that transcends its era.

Seven Letters, Three Interpretations
The project gathers seven cherished love letters from Bruce Lee, Li Yinhe, Xu Peifen, and others. Song Jia, Liu Wen, and Chen Zheyuan, three celebrities from China, each brings three letters to life, giving voice to the love flowing through their words.

Through these words that cross generations, a bygone emotional world gently opens, an Eastern restraint and subtlety that echoes the quiet longings of the present.

A quiet apartment at dawn;
A hotel room softened by afternoon light;
A night drive where thoughts wander.

Between the lines,
love crosses time and space
to become an eternal bond.
Love Letters, Love Matters taken in Shanghai. China by @fredfaridsh

3

0

a month ago

[New Work] Ride the Spring Breeze / 摇曳生风 for Longchamp — Lunar New Year 2026

For the Year of the Horse, @longchamp and @fredfaridsh chose to move away from traditional equestrian symbolism and return to the most intimate childhood memory linking Chinese youth to the horse — the rocking horse. A simple, instinctive image rooted in shared joy.

The integrated campaign unfolded across films, OOH, retail experiences, window displays, and digital platforms, in collaboration with photographer and director @lesliezhang1992 and model @cici_xiang

It also featured an AI-generated film developed by our GenAI studio @aimaginationglobal Shanghai, designed for social platforms and unveiled during the New Year countdown at Taipei 101, where an exclusive rocking-horse firework illuminated the sky at the very first second of the year.

Happy New Year everyone!!

cc/ @fredfaridglobal @ffeng_huang @adriengoris @paullintaipei @zoe_at_large @moi_hsy @quinnjiang @carolineweioh @karmatwenty @j2rrron @fredraillard by @fredfaridsh

12

0

8 months ago

[New Work] Ride the Spring Breeze / 摇曳生风 for Longchamp — Lunar New Year 2026

For the Year of the Horse, @longchamp and @fredfaridsh chose to move away from traditional equestrian symbolism and return to the most intimate childhood memory linking Chinese youth to the horse — the rocking horse. A simple, instinctive image rooted in shared joy.

The integrated campaign unfolded across films, OOH, retail experiences, window displays, and digital platforms, in collaboration with photographer and director @lesliezhang1992 and model @cici_xiang

It also featured an AI-generated film developed by our GenAI studio @aimaginationglobal Shanghai, designed for social platforms and unveiled during the New Year countdown at Taipei 101, where an exclusive rocking-horse firework illuminated the sky at the very first second of the year.

Happy New Year everyone!!

cc/ @fredfaridglobal @ffeng_huang @adriengoris @paullintaipei @zoe_at_large @moi_hsy @quinnjiang @carolineweioh @karmatwenty @fredraillard by @fredfaridsh

42

0

8 months ago

[New Work] Ride the Spring Breeze / 摇曳生风 for Longchamp — Lunar New Year 2026

For the Year of the Horse, @longchamp and @fredfaridsh chose to move away from traditional equestrian symbolism and return to the most intimate childhood memory linking Chinese youth to the horse — the rocking horse. A simple, instinctive image rooted in shared joy.

The integrated campaign unfolded across films, OOH, retail experiences, window displays, and digital platforms, in collaboration with photographer and director @lesliezhang1992 and model @cici_xiang

It also featured an AI-generated film developed by our GenAI studio @aimaginationglobal Shanghai, designed for social platforms and unveiled during the New Year countdown at Taipei 101, where an exclusive rocking-horse firework illuminated the sky at the very first second of the year.

Happy New Year everyone!!

cc/ @fredfaridglobal @ffeng_huang @adriengoris @paullintaipei @zoe_at_large @moi_hsy @quinnjiang @carolineweioh @karmatwenty @j2rrron @fredraillard by @fredfaridsh

13

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8 months ago