Localised content

Mediterranean character, reimagined for China’s Gen Z

Camper needed its Mediterranean identity to land with China’s Gen Z. We turned a limited global library into a full China-ready set of images and video.

Client
Camper
Industry
Footwear
Market
China market
Camper footwear styled within a contemporary Chinese setting that reads to a Gen Z audience.

The brief

The challenge

Camper, the Spanish contemporary footwear brand, needed localised content for China’s Gen Z that kept its Mediterranean heritage while genuinely resonating locally. It was working from a limited library of global assets.

It needed product imagery, lifestyle visuals set in Chinese contexts, and engaging video. Location shoots in China with local crews, separate sessions per content type, heavy post: at the volume required, the maths did not work for consistent monthly output.

How we worked

Our approach

We reimagined the brand rather than translating it, generating until the visuals genuinely resonated.

  • Cultural reimagining

    Starting from Camper’s Mediterranean imagery, we generated visuals that place the shoes in Chinese contexts a Gen Z audience recognises.

  • Brand voice in local codes

    Lifestyle imagery and video express Camper’s personality through Chinese aesthetic codes, with dozens of variations per concept until it landed.

  • A full library, fast

    Product shots, lifestyle imagery and video came out at a scale that would take dozens of traditional production days, delivered in days.

The output

What we delivered

  • Product imagery localised to Chinese cultural contexts
  • Lifestyle visuals for Gen Z-relevant scenarios
  • Brand video carrying Mediterranean character through a Chinese lens
  • Animated product showcases optimised for mobile
  • Seasonal campaign assets adapting the global brand language
Camper product visual composed for a Chinese social feed.
Camper lifestyle visual placing the footwear in a Gen Z-relevant Chinese scene.
Camper campaign visual carrying Mediterranean character through Chinese aesthetic codes.

The outcome

What it added up to

China-ready Global library localised for Gen Z
Days Turnaround per concept, not weeks
Dozens Variations explored for each visual

What we ran

Services on this project

  • Cultural adaptation
  • Lifestyle imagery
  • Video & animation
  • Social content
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