由陈子晗导演，撰写，拍摄，与配音，品牌传播工作室Point One Lab制作与出品的影片<starts null>，作为法式甜品品牌lab null的首部宣传片将于月底在上海正式发布。

基于对品牌关键词“null”的充分演绎，导演通过这部影片向观众清晰地阐述了lab null团队对于甜品制作的态度：

null本身是个相对模糊的概念，你很难在中文里找到一个相对应的词汇，这就好像是它的本意一样：等待着去被定义。我们没有刻意地去解释，而是选择将它依次放入到lab null的三个品牌元素中去尝试建立我们自己的理解：是实验（Experiment）时的不带偏见（Unbiased），是体验（Experience）中的意想不到（Unexpected），也是未来（Future）里的无限可能（Undefined）。

作为三位合伙人之一，陈子晗主要负责lab null的品牌相关事务。得益于这个身份，他能以透彻的视角清晰地去讲述这个从第一天起就见共同见证并参与的故事：

这是一次让我格外珍惜的创作机会。正是在我构思lab null品牌的那段时间，安东尼·波登（Anthony Bourdain）的自传与乔治·洛卡泰利（Giorgio Locatelli）的旅行纪录片彻底颠覆了我之前所有对厨房的认识。这个世界上鲜有其它地方能够像厨房一样，让人可以像是通过香气，味道与口感去体验食物似的通过丰富的感官去挖掘人生的故事。

<starts null>的拍摄过程与许多宣传片不同，大部分镜头采取了日常抓拍的方式。影片中这些看似平常的画面实际耗时近两个月才全部完成。不少的镜头诞生于灯光等布景缺失的复杂厨房环境中。

理论上，故事（内容）和美术效果（形式）是相辅相成的。但是实际上，两者又总是相互冲突的。我永远会优先选择前者。同样的，lab null在甜品创作过程中也会做出一致的选择。

这次宣传片的发布标志着lab null品牌宣传的起点。在完成了季度产品研发，零售与茶歇业务平台拓展的目标后，lab null今年的下一个工作重心将是深化品牌定位，通过更加多样化的形式将品牌故事带到更多人的面前：

超越高档食材，精湛厨艺的是lab null与众不同的出发点。我相信我们的顾客与我们有着一样的追求：借助美食带来的愉悦，去探索背后那些更深层次的意义。因为食物，我们才得以生存；因为故事，我们才得以生活。

lab null诞生于2022年的上海，主打包括冷藏蛋糕，巧克力，下午茶在内的创新纯手工甜品料理。旗下高级定制茶歇品牌catering null曾多次服务于沛纳海（Penarai），巴博斯（Brabus），华为（Huawei）等各行业头部品牌。团队中产品合伙人及甜品师毕业于巴黎，剑桥与上海蓝带学院，并曾在Noma，Joël Robuchon，Frantzén等诸多全球顶级米其林餐厅中磨练。另外两位合伙人则来自世界知名设计事务所与科技公司。

欲了解更多关于lab null产品或茶歇服务的信息，请发送电子邮件至：

business@labnull.com

欲了解更多关于Point One Lab品牌传播业务的信息，请发送电子邮件至：

contact@pointonelab.com

<starts null>: Point One Lab's Debut Promotional Film to Launch Soon

Directed, written, filmed, and narrated by Chen Zihan, the film <starts null>, produced by brand communications studio Point One Lab, will be officially released in Shanghai at the end of the month as the first promotional film for French pastry brand lab null.

Through a thorough interpretation of the brand's key word "null," the director articulates lab null team's approach to pastry creation:

"null" is inherently an ambiguous concept, difficult to find a direct equivalent in Chinese, much like its original intention: waiting to be defined. Rather than explicitly explaining it, we chose to integrate it into lab null's three brand elements to establish our own understanding: it represents being Unbiased in Experiment, Unexpected in Experience, and Undefined in Future.

As one of the three partners, Chen Zihan primarily oversees lab null's brand-related matters. This position allows him to narrate this story, which he has witnessed and participated in from day one, with profound insight:

This was an exceptionally precious creative opportunity. During my conceptualization of the lab null brand, Anthony Bourdain's autobiography and Giorgio Locatelli's travel documentaries completely transformed my previous understanding of kitchens. Few places in this world can rival a kitchen's ability to explore life's stories through rich sensory experiences, much like how we experience food through aroma, taste, and texture.

Unlike many promotional films, <starts null>'s filming process primarily employed candid shots. These seemingly ordinary scenes took nearly two months to complete. Many shots were born in complex kitchen environments lacking proper lighting and set design.

In theory, story (content) and artistic effect (form) complement each other. However, in practice, they often conflict. I will always prioritize the former. Similarly, lab null makes consistent choices in their pastry creation process.

The release of this promotional film marks the beginning of lab null's brand communication. After achieving quarterly goals in product development, retail, and catering platform expansion, lab null's next focus this year will be deepening brand positioning and bringing their brand story to a wider audience through more diverse forms:

Beyond premium ingredients and exquisite culinary skills lies lab null's unique starting point. I believe our customers share our pursuit: exploring deeper meanings through the pleasure of fine food. We survive because of food; we live because of stories.

Born in Shanghai in 2022, lab null specializes in innovative handcrafted pastries, including refrigerated cakes, chocolates, and afternoon tea offerings. Their high-end customized catering brand, catering null, has served leading brands across industries including Panerai, Brabus, and Huawei. The team's product partner and pastry chef graduated from Le Cordon Bleu Paris, Cambridge, and Shanghai, with experience in world-renowned Michelin-starred restaurants including Noma, Joël Robuchon, and Frantzén. The other two partners come from world-renowned design firms and technology companies.

For more information about lab null products or catering services, please email:

business@labnull.com

For more information about Point One Lab brand communication services, please email:

contact@pointonelab.com