SOHO China — 项目

2014–2022，与同一片天际线共度八年。

Brand. Space. Image. For nearly a decade, I gave SOHO China one unmistakable visual voice.

近十年，我为 SOHO 中国的品牌、空间与影像搭起了一套统一的视觉语言。

Logo system. Signage. Launches. The way the buildings were photographed for press.
And for the chairman — a quiet role that ran for years: the one who showed up everywhere, and made sure it was on record. Every visit, every conversation, every portrait — turned into the raw material of a personal brand built in public.
Not everything made it onto a billboard. None of it was small.

Logo 系统、导视、发布会、为媒体准备的建筑摄影。
还有给董事长的一条静默的线——持续多年：到场，在场，记下。每一趟出行、每一次对话、每一帧肖像，都成了他在公开世界里搭建个人 IP 的素材。
不是所有东西都上了广告牌。但没有一件是小事。

建筑，从不低调。

SOHO’s architecture was never background. It was statement, silhouette, skyline. I photographed it as a brand written at city scale — bold, absolute, impossible to mistake for anything else.

SOHO 的建筑从来不是背景。它是宣言，是轮廓，也是天际线。我把它当作写在城市尺度上的品牌来拍——大胆、绝对，不可能被错认。

潘石屹——持续中的记录

Where the brand went, I was already there.

At the Chairman's side, I saw the brand from the inside — not just through the lens.

Reality moves fast. In the blur of cities, events, and fleeting moments, the job was never to document everything. It was to find the one frame that told the story. A decisive moment, pulled from thousands.

Every image on Pan Shiyi's Weibo passed through one viewfinder. Not a campaign. A continuous record of a brand in motion.

Beijing, Shanghai, Tianshui, Boston, New York...

品牌所到之处，我已先在那里。

在董事长身边，我看品牌的方式，不只透过镜头。

现实瞬息万变。在城市、活动、无数稍纵即逝的瞬间中，工作从来不是记录一切——而是从万千画面里，抓住那个能讲故事的瞬间。

潘石屹微博上的每张图，都经过同一个取景器。它不是一组 campaign，而是一个品牌持续移动、从未间断的影像记录。

北京、上海、天水、波士顿、纽约……

影像档案

数千个画面，一个品牌。

Every image carries my signature. Thousands of frames; thousands of deliberate decisions about composition, light, and timing. Not a collection. A career, written one decisive moment at a time.

这里的每张照片都有我的签名。数千帧画面，数千次关于构图、光线与时机的决定。这不是一个合集，而是一段由决定性瞬间写成的职业生涯。