Mother Shanghai creates latest chapter of RIMOWA’s ‘Never Still’ campaign

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RIMOWA partners with Mother Shanghai to debut Jay Chou in the fourth iteration of RIMOWA’s ‘Never Still’ campaign. A film-led campaign, where multi-talented musician Jay Chou finds inspiration and transforms the rhythms he discovers into an improvised performance that moves the world around him.


The film’s star power extends beyond its visuals. In addition to showcasing Jay’s musical prowess, this RIMOWA film features custom scoring by Hans Zimmer, known for his work on films including Dune and Interstellar.

RIMOWA describes Jay Chou’s narrative as offering “a fresh outlook on the transformative power of travel, emphasising the joy of spontaneity and the boundless inspiration that can be discovered on each journey.” He joins a prestigious list of brand ambassadors including Blackpink‘s Rosé, Formula 1 champion Lewis Hamilton and French football star Kylian Mbappé.

The film and accompanying campaign build the next chapter of ‘Never Still’ with an iconic story that captures the spirit of RIMOWA. In a contemplative moment, Mother recount Jay Chou’s journey, showing how everyday details can serve as a starting point for his artistic process.

Mother Shanghai creates latest chapter of RIMOWA’s ‘Never Still’ campaign

Moon, Creative Director at Mother Shanghai, added: “While navigating the vibrant streets of London, Jay allows himself to be transformed by his observations of what is going on around him, culminating in an expressive mini-duet with a performer in London’s St. Pancras Station.”

This strategic partnership with Jay Chou marks a new milestone for RIMOWA, with the global campaign set to launch across multiple platforms, including cinema, digital, outdoor and print.

Client: Rimowa
Agency: Mother Shanghai
Creative: Mother Shanghai
Strategy: Mother Shanghai
Production Company: Smuggler London
Director: Jaron Albertin
Executive Producer: Lucy Kelly
Producer: Jess Bell
Production Manager: Sam Jackson
Director of Photography: Matias Penachino
1st Assistant Director: Clara Paris
Production Designer: Chelsea Oliver
Casting: Kharmel Cochrane
Production Assistant: Georgie Dale
Editor: Milena Petrovic @ Trim Editors
Colourist: James Bamford @ Rascal Post
Music Composer: Hans Zimmer
Sound Mixing: Rascal Post
Production Company: Webber/ WA
Stills Photographer: Chris Rhodes
Behind-the-Scene Photographer: Sirui
Executive Producer: Emily Miles @ Webber / Walandi @ WA
Producer: Mish Parti @ WA
Production Manager: Ella Knight
1st Assistant Director: Niomi Collins
Production Assistant: Jordan Lambert
Retouching House/ Retoucher: Dtouch UK

Mother Shanghai creates latest chapter of RIMOWA’s ‘Never Still’ campaign Mother Shanghai creates latest chapter of RIMOWA’s ‘Never Still’ campaign