邵黎俊 Roni Shao

https://www.ronishao.com/

Shanghai-based director Roni Shao never had a formal education in commercial filmmaking. Still, he worked on projects for Nike, was in charge of celebrity relations at Adidas, and produced documentary films for VICE. Now, under his own label, he's in perfect line with the urban youth of China, and on his path to becoming a reference among Chinese directors.

居住上海的導演邵黎俊（Roni Shao）并非科班出身。從未正式學過商業電影攝制的他卻為耐克做過項目，負責過阿迪達斯的名人關系，為VICE制作過紀錄片。如今，他自立門戶，成立了自己的品牌，精準捕捉中國都市年輕人的品味，在成為中國代表性導演的道路上，飛速向前。

Shao was born in 1984 in Shanghai. Son to atypically laid-back parents, he could enjoy a type of freedom that most kids of his generation couldn't. It was his choice not to go to university. Instead, he invested his time in an early career as a DJ, and for several years he played in underground clubs. "DJing led me to a particular direction in culture, and I started hanging around with a lot of kids that were into street culture," he says.

1984年，邵黎俊出生于中國上海。得益于 “佛系教育” 的父母，他比同時代的同齡人享受到了更多的自由。他自行決定不讀大學，并把大量的時間投入到了他早期的DJ職業生涯中，有好幾年在很多地下夜店都能欣賞到他的表演?！癉J的工作為我展示了文化中特殊的一個方向，我開始和很多喜愛街頭文化的年輕人玩，”他說。

As luck would have it, Shao entered the advertising world through Wieden+Kennedy, an agency known for its work for Nike. They didn't have a strict educational requirement but rather concentrated on finding exceptionally creative people. Because of his social network and his eye for coolness, Shao acted as an art buyer, sourcing fresh artistic talent for the agency's projects.

非常走運的是，領邵黎俊進入廣告行業的是韋柯廣告，一家因與耐克合作而知名的廣告公司。韋柯廣告不求科班出身，只求獨一無二的創意人才。邵黎俊憑借自己的社交網絡和一雙發覺潮流的慧眼，作為制片實習生加入韋柯，為項目尋找新鮮的藝術人才。

Shao likes to think of Wieden+Kennedy as his university. “Wieden and Nike are always selling dreams to young people, and I learned how to do that myself. They taught me to maintain my originality and to stay true to the core of my creativity." That's also where he learned how to deal with clients and that saying no to them often gets them better results.

邵黎俊認為韋柯廣告就是他的大學。“韋柯和耐克常常向年輕人兜售夢想。他們教會我要堅持自己的原創性，對自己的創意保持一片真心?！彼麄円步虝怂绾闻c客戶周旋，不懼向客戶說不往往能給客戶更滿意的結果。

Shao's work at Wieden+Kennedy didn't go unnoticed. Adidas soon knocked on his door, offering a similar position. "Getting paid to hang out with cool young people and hand them free shoes? Of course, I was in," he laughs. But the real job turned out to be radically different as he was put in charge of building relationships with top-celebrities across greater China. "It was not a fit. I still consider myself as a street soul, and I rather hang out with other cool kids than having to deal with celebrities and their agents," he says. But, because Adidas has an overly systematic and result-driven culture, he could better understand how big corporations perform.

邵黎俊在韋柯的工作并非鮮有人知，阿迪達斯也注意到了他，向他提供了類似的新機會?！皫脚c年輕，酷炫的人一起玩，還能給大家免費發鞋？我當然得答應啊，”他笑著說。但當他正式入職后才發現新職位與之前完全不同，他在阿迪達斯負責大中華地區一線名人的公關，建立聯系。“這完全是貨不對板。我還是認為我是街頭人，我更愿和‘壞孩子’一起玩，而不是與名流和他們的經濟人交際?！彼f。但阿迪達斯的系統性，注重結果的文化，使得邵黎俊能更好地去理解大企業的運作方式。

Roni’s All Time Favorite Commercial

His next stop was at VICE China, dead and gone since last year. They had a peculiar do-it-yourself culture and minimal budgets. "I came from million-dollar budgets for Nike sports to only tens of thousands Renminbi to shoot a 30-minute documentary. But the process pushes you, so I like it. That's how I learned things like creating a team, managing money, editing, and even operating a camera," Shao says.

他的下一站是VICE中國，但很快VICE也留不住他，去年他便離開了。VICE的企業文化是“自助”，預算也是能省則省?！拔覐淖瞿涂税偃f美元預算的項目，到拍預算只有幾萬人民幣的30分紀錄片。但這種體驗也能推你一把，所以我挺喜歡的。我因此學會了如何組隊，管理財務，剪輯，甚至如何操縱攝影相機，”邵黎俊說。

He still thinks of VICE as one of the best decisions he made in his life. He found the team, although very young, was very cultured and with deep connections in cultural hubs all over China. It was there that he learned the real value of youth content. "They are the voice of youth in China. Their motto was that they don't do commercials, but they create content and get brands to pay for it," he says.

他仍然認為去VICE是此生最好的決定之一。他找到了團隊，雖然很年輕，但文化氛圍很好，也和中國多地的文化中心連接緊密。正是在那里，他領會了青年內容的真正價值。“他們是中國青年的聲音。他們的座右銘是不做商業，但創作品牌愿意付費的內容，”他說。

By learning the essence of creativity at Wieden+Kennedy, the rationale of big corporations at Adidas, and developing a hands-on approach attitude at VICE, Shao laid the groundwork to become a director himself. He also had on his side a rare understanding of what it means to be cool in the Chinese youth culture.

通過在韋柯學習創造力的精髓，在阿迪達斯學習大公司的經營理性，在VICE學習親力親為的態度，邵黎俊為自己的導演生涯打下了基礎。同時在把握中國年輕人對新潮的品味方面，他還有著敏銳的嗅覺和獨到的見解。

Converse《Forever Chuck》

His first independent commercial film was Forever Chuck, as part of a global campaign for Converse. All of his favorite elements came together: music, youth culture, and a raw look. To a minimal-electronic beat, he portrays a crowd of young and hype people wearing Chuck Taylor All-Stars against a derelict and industrial Shanghai background. The film was a milestone to him; after it was released, brands began to look for him and his precise youthful attitude.

他的第一部獨立廣告片是為匡威全球廣告宣傳活動攝制的《Chuck永遠》（Forever Chuck）。該片集合了他最愛的元素：音樂，青年文化和原生風格。伴隨著電子樂節奏的輕輕跳動，在他的鏡頭下，一群青年潮人腳踩Chuck Taylor匡威全明星板鞋，在上海廢棄的，工業的一面游走。對邵黎俊來說，這是一部里程碑式的廣告片，廣告播出后，各種品牌的邀約如潮水般涌來，他和他精準的青年潮流態度，風光一時無兩。

《 3 days in Chengdu》

In 3 Days in Chengdu, a short documentary made for Beats, he explores the story of Chinese-born US-raised rapper Bohan Phoenix trying to reconnect with his roots in China. With quick and precise storytelling, it's a subject relevant to young people. It's also significant because it denotes Chinese street culture as a "totally different world," even though it was strongly influenced by American culture.

《回到成都》（3 days in Chengdu）是為Beats打造的一部短記錄片，這部短小而精悍的影片記錄了生在中國，長在美國的說唱人Bohan Phoenix的回國尋根歷程，在年輕人之間很有共鳴。該片也非常有意義，將中國街頭文化標記為雖深受美國文化影響，但卻“完全不同的世界”。

Away from the commercial realm, he made FRONTIERS, a short art film made for Nowness’ global series China Wave. In a style that's harsh on the unaccustomed viewer, Shao dives deeper into China’s transgressive culture, he presents young artists that are pushing the boundaries in music, fashion, and performance. With a fearless and dissonant aesthetics, the film accurately represents this unique form of expression, a by-product of China's underground.

除了拍攝商業廣告，他也制作了《疆界》（FRONTIERS）, 一部為NOWNESS全球系列《中國浪潮》（China Wave）打造的電影短片。對于對類似風格不熟悉的觀眾來說，該片風格硬核，過于刺激；邵黎俊深入中國非典型地下文化，向大家介紹在音樂，時尚和表演藝術領域里嘗試突破邊界的年輕藝術家們。通過這種無謂的，不協和的美，短片精確展示了滋生于中國地下文化的這一獨特的表達形式。

Shao also applies his style to things that are not directly related to it, like car or consumer goods commercials. He has made street culture his business, and he did it without merely repeating western molds, but with an original and tuned up expression. He believes that if he keeps a high level of curiosity and his creative expression true to himself, he’ll remain relevant in the industry for years to come. We'll make sure to watch him.

邵黎俊在自己不熟悉的領域，例如汽車或消費品廣告方面，也能靈活應用自己的風格。不一味地重復西方現有的藝術模式，他的作品特立獨行，有自己的腔調，邵黎俊將街頭文化做成了自己的獨門生意。他堅信，只要保持高度的好奇心，堅守自己創作的本心，他將在行業里一直活躍下去。讓我們看著他在這條道路上，越走越寬。