7 FOR ALL MANKIND
Making a global denim icon relevant to a new generation in China.
Brand Growth · Cultural Strategy · Creative Direction
Shanghai · 2025
01
THE CHALLENGE
The brand was speaking globally.
The audience was listening locally.
7 For All Mankind had established a mature, high-income customer base in Europe and the US. In China, however, sales were limited and skewed toward older consumers. The existing communication reflected the global brand strategy, but not what younger Chinese consumers considered culturally relevant or aspirational.
GLOBAL DNA
Premium · Timeless · Denim · High income
CHINA
Gen Z + Young Millennials
Community · Art · Fashion · Nightlife · Discovery
02
THE CULTURAL OPPORTUNITY
As Shanghai's traditional nightlife scene became quieter, younger consumers were increasingly drawn to underground spaces and new forms of social discovery.
They seek experiences that reflect their identity, values and desire for connection.
FROM
Selling to a demographic
TO
Entering a culture
03
THE STRATEGIC MOVE
Instead of making the brand look younger, we made it behave younger.
A digital-to-physical ecosystem designed to reduce the learning curve, build trust and make the material easier to evaluate.
BRAND DNA
LOCAL CULTURAL CODES
EXPERIENCE
-
Timeless denim
-
Quality
-
Premium
-
Individuality
-
Nightlife
-
Art
-
Fashion
-
Community
-
Discovery
-
An underground Shanghai nightlife experience
06
WHY THIS VENUE
TREND-DRIVEN
UNDERGROUND
CULTURAL PROXIMITY
A destination already relevant to the target audience.
A more intimate alternative to a conventional mega-club.
Located within a cluster of nightlife venues, creating organic foot traffic and curiosity.
300+ VISITORS OVER 2 DAYS
06
UNFINISHED FREEDOM
You don't have to know who you are yet.
A concept built around the idea that identity is still being formed.
Like denim, it wears, transforms, breaks, adapts and becomes personal over time.
DENIM
IDENTITY
FREEDOM
07
THE EXPERIENCE
ARRIVE
DISCOVER
PARTICIPATE
EXPERIENCE
SHARE
-
Denim wristband
-
Customized welcome drink
-
Denim wall
-
Instant photography
-
Interactive installations
-
Paint-your-denim wall
-
Social challenge
Giveaways
-
DJs
-
Nightlife
-
Product display
-
Influencers / KOLs
-
Social content
-
Hashtag activation
-
PR coverage
08
THE PRODUCT
The product was not the center of the night.
It was part of the world.
The objective was to make the brand desirable before asking the audience to buy it.
7 For All Mankind was simply saying:
This is a world you could belong to.
Within that world, denim became a vehicle for self-expression, individuality, and identity.
This connected directly to the Unfinished Freedom concept: the idea that identity is not fixed, but something you continuously shape, wear, transform, and make your own.
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09
MY ROLE
Creative business lead
-
Strategy
-
Cultural research
-
Concept development
-
Creative direction
-
Client leadership
-
Venue strategy & negotiation
-
Experience design
-
Team direction
I led the project from market diagnosis and cultural strategy through concept development, venue selection, client negotiation, creative direction and execution.
1 CREATIVE
MARKETING
GRAPHIC DESIGN
PR
PRODUCTION
PHOTO & VIDEO
10
IMPACT
300+
VISITOR OVER 2 DAYS
70K+
8+
SOCIAL MEDIA
EXPOSURE
THROUGH KOLS & KOCS
MEDIA
PLACEMENTS
15
KOLS & KOCS
PER DAY
