Concept Creation & Project Direction for SWFC'S digital campaign


This communication campaign celebrates Shanghai's landmark SWFC building through public engagement in digital campaign, call to special action , a monumental building visual showcase and AR experiential installation. 


Occasionally, one's skin can be changed to blend in and seem invisible against the surrounding environment. For this special occasion, SWFC signals its physical and virtual appearance as it has never been done before. 

Blending architecture, digital and new media design and interactive installation Unmimetic Days offers a double layered experience: on the one hand, with the naked eye, a stylized light installation showing a new appearance of SWFC, an Anniversary celebration dynamic skin. On the other, an interactive creative enhancement of the real world environment that opens a view into a fantastic landscape.