With air travel suspended during the pandemic, Adrian Cheng, founder of Hong Kong’s K11 MUSEA and K11 Craft + Guild Foundation, commissioned Nike Communications to generate impactful awareness for both entities among American media and consumers. In response, our agency designed the K11 Original Masters content series in partnership with Carine Roitfeld, the iconic fashion editor and founder of CR Fashion Book, who is also a client of the agency.

To launch the first-of-its-kind IGTV series, which marries the tradition of artisanship and the glamour of fashion, Cheng and Roitfeld were joined by Christelle Kocher, Artistic Director of Maison Lemarié, CHANEL Métier d’art, who took audiences on a behind-the-scenes look into the inner workings of the renowned House.