MSR CAMPING PRODUCT AD CAMPAIGN

Preparing for a long outdoor journey is no joke! Whether you are about to climb the highest peaks or getting ready to be awed by the breath-taking Grand Canyon at dawn, you will need a lot of water. And when you’re not quite sure what you’ll find, you need the tools that you can rely on. So grab all the essentials you may need to enjoy the wildlife while going light on those buckets and buckets of water. Because if you are one true climber, hiker or other back-country enthusiast, you definitely only need one and the most comprehensive Water Treatment & Hydration solution, that is as enthusiastic as you are at keeping you hydrated anywhere on earth.

Instead of targeting active people at large, the campaign targets only those who are serious recreation lovers, outdoor addicts or wildlife photographers, who need a lightweight, heavy use, versatile treatment for all demanding water conditions. They take regular and extensive expedition journeys, and are eco-conscious. They do their packing accordingly to maximize safety, efficiency, and mobility and minimize inconvenience. Thus, the campaign offers 2-page spreads of breath-taking landscape references in magazines such as Outdoor Photographer, Urban Climber, Backpacker, National Geographic Adventure, Rapid, Outside, Climbing, or Camping Life for those who appreciate marvelous scenery.

 

CONTINENTAL AIRLINE AD CAMPAIGN

Sometimes when the "product" is actually a service, it takes more than just a good package to make the sales. That's when quality, reputation, and reliable promise all take role; and thus, a copy-oriented direction that plays on a light humorous, yet sincere voice can promise an effective solution. The challenge is to get the audience to catch on the double reads - first, the immediate meaning of the obvious texts, and then the between-the-line extended context of the second reading. However, the campaign isn't designed to target everyone, and some of the unintended audience may pass on on the ads. Yet, the campaign targets those who predictably are readers of Time, Newsweek, and/or other likewise magazine categories, those who value business and are potentially become loyal customers. To those, they likely will get the double reading and recall it in future reference. (Click on the ads for enlarged versions)

 

"Dont remember us (for any negative experience) - Then we are successful indeed (at doing our job)" [Body copy] No flight in particular should stand out in your flying sequence because you should expect our service to be the same every flight, every time. Enough said, we strive our best to keep your experience with us as great, positive, and consistent from your first time on. Keep up your hard work and let us take care of you while flying. Continental is proud to serve you. 

  

"You can be late (at the gate) - But we can't (on our date) [Body copy] Let’s face it! Being late on a date never looks good, not to mention being late on a job. So while we try to keep your flying experience with us as light, fun, and care-free as possible, we are serious about being professional and on time. So pick a “date”, or two, and we will do the setting up. Take all the time you need because we always want you to feel good on any date. See you at the gate!

"We don't sell airfare (yes, we know gas price is very concerning) - Unless we sell "reputation" (that's still something priceless) [Body copy] The truth is, tickets can be on sale, but nobody can put a price tag on reputation. Thus, no matter how much you’ve paid for your fare, your feedback matters the same to us. So unless we plan on kicking the bucket anytime soon, we listen to your every concern equally. Therefore, save away the bucks while we “trade in” our great service, since your feedbacks are the things we cannot buy.

SELF-PROMOTION

Handmade "Packaging and everything else" calendar to promote my package design portfolio.

RANDOM COLOGNE BOTTLE SKETCHES

Just some random sketches I did for a cologne design back then.

ANIMAL PLANET AD SERIES

In February, 2008, Animal Planet "relaunched" itself under a new image that "sheds its soft and furry side for programming and an image with more bite." As part of the relaunch, Animal Planet replaced their elephant and spinning globe logo for a starker text image that allows more flexibility in its usage.The goal is to move from being perceived by viewers as paternalistic, preachy, and observation-based to being seen as active, entertaining and edgy. That means targeting adults 25-49, rather than full families, with less voice-of-God narration and more visceral imagery and sounds. Therefore, this campaign expands to viewer ranges to a new unusual group of adults and can be launched in home furnishings/interior publications to target those who love to incorporate nature and wildlife elements in their home decors.

   

NRG HAND GARDENING TOOLS - AD SERIES

Natural Radius Gardening Tools (NRG) grew out of sore wrists and frustrating experiences that traditional gardening tools may cause. The new innovative of a curved handle sets your wrist and hand in a natural to maximize your power and comfort while minimizing the injuries. It's like having power tools without the power switch. It's the right way to "handle" the gardening!