The Nine Shanghai’s Jody Xiong directs latest short film “Right and Wrong” for the NOOOF Lab
“NOOOF Lab” emerges as a creative powerhouse, a realm where the worlds of space, fashion, and product design intertwine in a bold symphony of avant-garde expression. At the invitation of Gu Teng, NOOOF’s founder, Jody Xiong directed a brand short film that would weave a tapestry of singular identity, one capable of articulating his profound grasp of design aesthetics.
“Universal ‘greatness’ is born out of the unknown and counter-intuitive,” Gu asserts. “Dwelling on what is right or wrong only begets futile internal discord. Judgment, in its essence, is but a reflection of perspective—external, multifaceted, irreconcilable, and a riddle with no easy solution. For the subject, focusing, feeling, and acting, rather than judging, is meaningful. This is not a revival, but the beginning of a reconstructed new chapter of consciousness”… From Gu’s unique design concept and the original brand name, The Nine shanghai team distilled the idea: Born Great, Beyond Dichotomy.
This is a pioneering and thought-provoking concept. In order to achieve a high level of aesthetics and depth of thought, Xiong completed a post-modern experimental film with a cold, grotesque, surreal and futuristic art style, interpreting a philosophical and poetic dialogue. Xiong’s team have symbolized and personified “right” and “wrong” with abstract characters with “√” and “×” masks switching between different identities in different spaces, portraying a visually calm frenzy. The visual stimuli are layered on top of each other, the dialogue progresses in a sensible way between debate, reflection and exploration, and the sound treatment wipes ou the emotions, creating a strong contrast and intensifying the detachment from reality. This greatly strengthens the experimental nature of the film, and vividly fulfills the concept of “Born Great, Beyond Dichotomy.” Upon the touch, the floating plastic film has its beautiful encounter. Mirroring the dust-resistant materials commonly used in room décor, the plastic embodies NOOOF’s spatial design feature and symbolizes a world devoid of right or wrong.
Released with an English voiceover and Chinese subtitles, the film ignited public discussions across social media in China, propelling “NOOOF Lab” to new heights of brand awareness and recognition.
Credits
Director: Jody Xiong
Production Company: The Nine Shanghai
Creative Director: Gu Teng
Photography Director: Guo Yonghong
Art Director: Jody Xiong
Chief Lighting Engineer: Chen Yonglu
Art Props: A Gan, Guan Yongpeng, Yezi
CG: Palassion Lab
Copywriter: Candy Chen
Producer: Gu Teng
Producer: Qiu Jiaxiang, Kiki Wang
Editing: Wang Yu
Online: Chen Jiawei
TC: Zhang Yingjie
Music Composer: Paul Dinletir, Jina Hyojin An, Nicholas Steinbach
Music Mix: Syn Shanghai
Casting: Fang Fang (Guangzhou Phantom)
