Psyop/Stink: Adidas “Zheng Zhi”


As a follow up to “Together,” Psyop and Stink created “Zheng Zhi” for Adidas. Like it’s predecessor, “Zheng Zhi” uses crowds of hand-drawn people to convey China’s solidarity and non-threatening nationalistic pride for the upcoming Beijing Olympics. Unlike “Together,” this spot mixes narrative and metaphor to create a more poetic effect that borders on epic.

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About the author

Justin Cone

Together with Carlos El Asmar, Justin co-founded Motionographer, F5 and The Motion Awards. He currently lives in Austin, Texas with is wife, son and fluffball of a dog. Before taking on Motionographer full-time, Justin worked in various capacities at Psyop, NBC-Universal, Apple, Adobe and SCAD.



purdy amazin-


what an odd commercial, about 75% of it is about how this dude ate shit during some big game. I’m guessing that’s a cultural thing and these are airing in china? i mean, you just wouldn’t see a US spot dwell on failure for so long – not that i think it’s a bad thing – it just struck me as different than what we normally see here in “EVERYTHING IS PURRRRFECT” usa. maybe it’s just me.

did i mention that the spot is freakin gorgeous? too bad these little QT’s don’t do the illustrative treatment justice…. bravo psyop


its cute how they think they’ll win.. :)

Marc B.

“little QT”? Are you serious? I think it’s full size.

I like this one. It’s better than the first one IMHO.

But i disagree with Justins blurb “solidarity and non-threatening nationalistic pride”. It is a mere facade for the games. China and human rights?

Simon Robson

they have the right to buy Adidas, what else could they possibly want? :)


I like this spot as well, but I found the other, where the crowd “supports” the players to have a better message.

Although being loosing and still having the balls not only say play again, but also claiming you will win, is a good message as well.

I see what is said in terms of China and human rights, but from what I remember(I was young) living in the former USSR, this ad does not contain as much nationalism/oppression as one might expect from a communist nation.

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