Magic, Delivered
YEAR: 2025
CATEGORY: Spatial, Physical
TYPE: Commissioned (Ogilvy Beijing)
Client: SF Express
ROLE: Creative, Designer
Based on the official partnership theme "Magic, Delivered" between SF Express and Shanghai Disney Resort, SF Express act as the "Carrier of Magical Living." Inspired by the lifestyle concepts redefined by today's Chinese youth — "Track Life", which represents the structured urban routines like commuting, scheduled purchases, and holiday rituals, and "Wilderness Life", which reflects Gen Z’s pursuit of cross-city adventures, niche explorations, and boundary-breaking passions — we designed an immersive spatial experience. Through artistic installations, the journey transitions from a Track Supply Station to a Wilderness Portal, conveying the message: "On Track or in the Wild—Magic Delivered Without Limits." This campaign aims to highlight how SF Express helps users "safeguard warmth in structured routines while expanding possibilities in boundless exploration.”