TBWA\Worldwide today announced the launch of the photography project, The Bike Lane, the culmination of a two-day shoot in Shanghai, focused on people of the city and their beloved bicycles.
The Bike Lane was conceived by TBWA Worldwide’s Chief Operating Officer, Emmanuel André and TBWA Greater China’s Chief Creative Officer, Edmund Choe. André, a published photographer outside of his day job, was looking for his next project. Choe, who joined TBWA in 2010, was looking for a way for the Shanghai office to get more involved in the global network, as well as raise awareness and funds for TBWA’s long-supported CSR initiative, Room13 International. TBWA\Greater China has supported Room13 locally for five years.
In September 2012, TBWA\Shanghai assembled a team of volunteers and built a pop-up photography studio on Jiaozhou Lu, one of Shanghai's most vibrant streets. The team spent two-days stopping bicycle riders in the street and recruiting them for the project. From hipsters on fixies and businessmen in a hurry, to retired couples and high-school students. The volunteer crew helped to source and set up equipment, find interesting subjects to shoot, captured moments on film, shot behind-the-scenes footage and even moved vegetable trikes, to bring The Bike Lane to life.
“Through this collection of portraits, maybe you’ll see something you haven’t seen before in China,” Said André. “The welcoming “Auntie,” the worried schoolgirl, the excited newlyweds. They all have one thing in common: Curiosity. Everyone we asked to participate was curious. No-one turned us down.”
“I'm excited and very proud to be a part of this collaboration. We hope through these images, you’ll discover something unique about the people of Shanghai. Like the immense enthusiasm for life and curiosity that is fueled by the desire to be free and to embrace the world in today’s new China,” said Choe.
The Bike Lane launches with a reception at TBWA\Chiat\Day New York on Thursday February 28, where all photos will be on sale and 100% of the project’s profits will go to Room13. The Bike Lane will exhibit in Shanghai later this year.
Photographer: Emmanuel André
Based on an idea by: Emmanuel André and Edmund Choe
Art Composition: Jessica Faller and Emmanuel André
TBWA Production in Shanghai: Rannie Lin, Music Chen, Bryan Xiao, Joanna Zhao
Being Production (Shanghai): Ray Sun
RefineImages (Shanghai): Jonathan Zhang, Gustav Liu, Devio Cao
Video editing and montage: Brandon LaGanke (TBWA Worldwide)
E-Graphics Print Production (NYC): Joni Adams, Natalie Fernandez, Pasquale Bortone, George Ashbrook
Art Direction: Ceara Teixeira (TBWA Worldwide)
New York Exhibition: Rhonda George, Aislinn Haggerty, Raphael Bouquillon