Packaging & Collateral
Concept
Art Direction
Steaks28 is a take-away/delivery Japanese Shabu-Shabu and Korean BBQ service based in Macau. They approached me looking for a new identity to give them a younger and fresher feel with the embodiment of Japanese style design. The results were designs for each category of their products and a shopping bag to house it in using hand-drawn images of each product they offered.
Activation Marketing & Social Media Campaign
Concept
Creative Director
Approached by Rubison Marketing Solutions Limited (Hong Kong) to create and lead a pitch for Shack Shake’s first Hong Kong location. Using the similarities between Hong Kong and New York, I ideated the concept of bringing a touch of New York to the Hong Kong Launch.
With the elements of street graffiti, and Shack Shack’s Madison Sq. park original location as the base concept, local street artist were selected to design the hoarding space, while capturing process to use as media content for the social platform. Using the atrium space inside IFC, a small replication of Madison Sq park was displayed with interactive Chess game pieces and Instagram friendly installations for the public.
On launch day, Shake Shack had their corporate team come out to lead the initial launch. Incentives were given out to the first 100 customers, and the whole launch process was captured and used as social media content.
During the holiday season, culture sensitive campaigns were rolled out for the region as teasers.
Studio Design
Widen + Kennedy
Layout + Design
Working under the Creative Director, I was given a brief with design elements to be laid out. Illustrations were done by a commercial illustrator, with the initial Staycation concept being lead by the Creative Director.
The campaign was featured on Adweek.
Video Series, Promotional Content, Social Media Content
Concept
Creative Director
WOM Guide is a subgroup of Time Out Hong Kong under Rubicon Communications Limited. Supplied only interns with no budget, I was tasked to create an bi-weekly community series, a weekly food series, and promotional content for clients associated to the WOM Guide/Time Out HK brand.
Releasing on a bi-weekly basis was a community series titled WOMhoods which focuses on the Food & Beverage in different neighborhoods of Hong Kong.
Food bites is a weekly released video content that showcases one dish from local restaurants .
All concepts, ideation, videography, video editing, color grading, on-set styling were done by me.
Creative Pitch
Creative Director
Approached by Food Panda Singapore, they wanted to refresh a campaign they had out in the market. Using the same tag-lines, I wanted to approach the rush-hour commuters with tantalizing photos of people eating food, in hopes the imagery will invoke their inner hunger and subconsciously persuade them to use Foodpanda to order food on their commute home.
Creative Pitch
Creative Director
Approached by FoodPanda Hong Kong, I was given the opportunity to pitch a new campaign for them. Working together with a local copywriter, we were able to come up with the concept of “Food Problems”. Being inspired by the many addiction/help posters around Hong Kong, we wanted to play off of the notion of Food Panda being the help hotline you would call if you had any Food Problems.
Branding
Web Design
Creative Director
Based in Myanmar (formally Burma), Hostel9 was undergoing a renovation and needed a brand refresh. I decided to base the logo design off the concept of simple geometry. The hope was to be able to deconstruct the logo and use it across different branding initiatives, yet still be recognizable as being part of the Hostel9 Logo.
Campaigns
Web Development (live site here)
Exhibition Design
Packaging & Product Design
Art Direction
I came on-board as the sole creative for the company and built a team that was in charge of all marketing and branding material as well as packaging and product design. I was based in the Hong Kong office but I would frequently co-ordinate with our other offices, warehouses, and distributers in Korea, China, Netherlands, UK, Australia, New Zealand, Turkey, and Canada. I’ve helped launch RDV in Canada, as well as several collections domestically and internationally.
Activation Marketing & Social Media
Concept
Creative Director
Working together with the Hong Kong Ballet Company, we wanted to integrate ballet into the real everyday world of Hong Kong. By place Shin into populated districts we were able to garner social buzz, through intrigued on-lookers capturing and sharing our progress of filming. Recognition of the show spread through-out Hong Kong leading the sold out shows the opening night.
Print Campaigns - BTL
Art Direction
Heineken USA regional and national team at Geometry Global. During my time there, I had the opportunity to work on numerous activation marketing and print campaigns on regional and national level across the Heineken portfolio including Dos Equis, Amstel Light, Tecate, Beers of Mexico, & Newcastle Brown Ale.
