很榮幸， 花費 紐約視覺 藝術學院 一萬 伍佰肆拾伍 美金。 this portfolio has proudly cost
school of visual art
HAORAN LIAO ADVERTISING
JUNIOR PORTFOLIO
$10,545
序
OPENING
很榮幸， 花費 紐約視覺 藝術學院 一萬 伍佰肆拾伍 美金。 this portfolio has proudly cost
school of visual art
$10,545
壹 SE.ONE
這是，
advertising INSTRUCTORS
CASE STUDY
| Sungkwon Ha | Jung Micheal Oh
| | | | | | | | |
Adidas Base_1 ................................................................................................. Adidas Move Collection ................................................................................... Bacardi Fantasy Festival League ......................................................................... #BanTheOrangeBottle ........................................................................................ KFC Finger Lick'in Good Ride ........................................................................... Sonnet Safe Map ................................................................................................ Sonnet Insuride ................................................................................................... Sonnet Optimistic Fuel ........................................................................................ Spotify Unshareables ...........................................................................................
廣告。
ADIDAS BASE_1
CLIENT Adidas
CAMPAIGN NAME Base_1
DESCRIPTION In 2017 Originality started emerging in China through the form of hip-hop thanks to a popular show called The Rap of China. However, China’s most powerful media regulator known as the SAPRRFT banned all hip-hop culture for being against Chinese values. Therefor, Adidas is going to give the voice of hiphop back to China through a new device called Base_1 . With Base One, aspiring rappers will have the opportunity to practice free styling over a beat, upload their best songs, and have a chance at being featured at listening parties in Adidas locations across Shanghai. Proving that, even when censorship threatens originality, we stand with the new generation of creators.
FORMAT
H.264
SIZE
1920 x 1080
URL
https://vimeo.com/255607502
v
BACKGROUND In 2017, The Rap of China officially brought hip-hop cultrue to Chinese stage for the first time and made waves across the country unlike anything else before.
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INSIGHT Yet in 2018, Chinese top media regulator, the SAPPRFT, b anned Hiphop culture from television because of its “ tasteless, vulgar and obscene� content.
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IDEA Adidas is going to partner with Xiaomi to create “Base_1� - a bluetooth device dedicated to Hiphop culture, and host listening parties around Shanghai. At the meantime, Adidas is going to collabate with trending rappers like PG-ONE and VAVA to create the Base_1 signiture sneakers.
1:04
1:46
1:00
ADIDAS Move Colletion SILVER
2018 Addy Award New York
CLIENT Adidas + IKEA
CAMPAIGN NAME Move Collection
DESCRIPTION Due to Japan’s long working hours and expensive rent, millennials are living in tiny apartments with no resources or time to work out. In order to enable these millennials to be healthier in an affordable way Adidas will collaborate with Ikea and create the Move Collection— a trendy bedroom set that also doubles as gym equipment. To make the workout process even easier, the Adidas app will also provide daily 10 min workouts catering to those who purchase the Move Collection.
FORMAT
H.264
SIZE
1920 x 1080
URL
https://vimeo.com/257832850
INSIGHT Japan is one of the least active countries in the world due to their long working hours and small apartments with little room to exercise.
0:11
IDEA Adidas and IKEA introduce Move Collection - a selection of gym equipment that helps maximize living space by doubling as furniture.
1:45
sketch of dumbbell in room set
BACARDI FANTASY FESTIVAL LEAGUE CLIENT Bacardi
CAMPAIGN NAME Fantasy Festival League
DESCRIPTION Bacardi's Fantasy Festival League engages festival lovers all year round by gamifying their existing habit of guessing festival line-ups.
FORMAT
H.264
SIZE
1920 x 1080
URL
https://vimeo.com/261750431
BACKGROUND
INSIGHT
Bacardi has been influencing culture at the largest music festivals around the world. But, no matter how successful the festival, all the buzz and impressions come to halt once it’s over. So, how do we engage Bacardi’s festival-going audience on a regular basis all year round?
Music festival always release their line-ups at the last minute, and fesitval fans love to guess who they might be.
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THE BACA
ARDI WAY
IDEA We create the first of its kind, Bacardi’s Fantasy Festival League that similar to fantasy football drafting, but for music festival line-ups.
Bacardi Fantasy Festival League Interface 0:31 (Fantasy Footall Drafting)
STEP 1
STEP 2
Sign up with your instagram account.
Tagging your favourite artist with Bacardi hashtag.
STEP 3
STEP 4
All the artists you tagged will be on your dashboard, where you can then organize them according to their tier on the lineup. Until the line-ups are officially announced, you can monitor the artists’ buzz and switch things around.
Invite your friends to play and share Bacardi content on social media to earn more chances.
STEP 5 If your final festival line-up matches the one officially released, you’ll get full access to Casa Bacardi offerings, VIP treatment, exclusive meet and greets with artists and of course, free drinks
# BAN THE ORANGE BOTTLE CLIENT FCB Health + Gatorade
CAMPAIGN NAME #BanTheOrangeBottle
DESCRIPTION The opioid epidemic knows no boundaries. It’s even pervaded sports in America across all levels. Like professional athletes, even young athletes in schools are being prescribed opioids with minimal information about the dangers of these addictive painkillers. In order to put an end to athletes unknowingly becoming addicted to opioids, Gatorade and American Society of Addiction Medicine will #BanTheOrangeBottle. All orange flavored bottles will be pulled off the shelves to bring awareness about what is being prescribed in another iconic orange bottle: the prescription bottle. By banning their own orange bottle, Gatorade only takes a stand to protect their athletes but they also show what it means to have an orange bottle that people can trust.
FORMAT
H.264
SIZE
1920 x 1080
URL
https://vimeo.com/251864767
BACKGROUND Overdoses from opioids such as fentanyl and heroin have killed more than 49,900 people in 2017. No one is safe. Even athletes become addicted after they are prescribed opioids to help with pain after the injuries.
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INSIGHT People trust their doctors fully, consuming whatever is prescribed to them in orange prescription bottles without question.
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IDEA We will ban Gatorade's orange bottle to create awareness about the opioid epidemic and to change people's attitudes towards these orange prescription bottles.
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KFC FINGER LICK'IN GOOD RIDE SILVER
2018 Addy Award New York
CLIENT KFC
CAMPAIGN NAME KFC Finger Lick'in Good Ride
DESCRIPTION People love their KFC fried chicken when it’s hot and crispy. However, by the time their chicken gets home from a take-out order, their chicken is usually cold and soggy. That’s why KFC collaborated with Google and Lyft to create A FingerLickin’ Good Ride. When customers access this function through the Lyft app, a self-driving taxi will pick them up, allowing to pick up their order and eat it on their way home while it’s still hot and crispy!
FORMAT
H.264
SIZE
1920 x 1080
URL
https://vimeo.com/246502686
BACKGROUND Last year, KFC lauched it's famous Zinger fried chicken sandwich into outer space. So what can we do this year to make KFC more meaningful to the 7.5 billion people down here on planet earch?
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INSIGHT KFC chicken is no longer hot and crispy by the time a take-out order makes it home.
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WE 'RE GOING TO C PEOPLE TO EN JUST THE WAY
CREATE A WAY FOR JOY THEIR KFC Y THEY LIKE IT.
IDEA By partnering with Google and Lyft, we will create a self-driving taxi service that takes people rountrip from their home to a KFC resturant.
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0:47
STEP 1
STEP 2
Order a cap on Lyft, choose “Finger Lickin’ Good” option
Place your oder of chicken on menu pannel
STEP 3 Simply wait for your car and enjoy your KFC chicken while it is hot and crispy during the ride!
1:02
Sonnet safe map
CLIENT Sonnet Insurance
CAMPAIGN NAME Safe Map
DESCRIPTION Millennials get into a lot of car accidents. That’s why Sonnet, a Canadian insurance company created Safe Maps, an app that helps millennials find the safest routes possible to their destinations. The suggested route avoids road hazards, and anything that may potentially cause an accident. By providing millennials with the easiest and safest routes possible, Sonnet is able to insure the longevity of their customers’ lives.
FORMAT
H.264
SIZE
1920 x 1080
URL
https://vimeo.com/250049725
BACKGROUND According to the Canadian Motor Vehicle Traffic Collision Statistics released in 2017, millennial drivers aged 25-34 had the highest rate of serious injuries and the second highest rate of fatalities compared to any other age group.
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INSIGHT A significant factor seems to be that Millennials are less experienced with driving through unfamiliar roads and hazardous conditions.
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IDEA Sonnet and Waze will create Safe Map, which will automatically calculate potholes, road hazards, and roads with the least reported collisions and suggest the safest route possible.
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Sonnet INSURIDE
CLIENT Sonnet Insurance
CAMPAIGN NAME InsuRide
DESCRIPTION Millennials don’t even think about home and auto insurance because they don’t own homes and cars. However, they do own a lot of stuff like record players, lamps, and speakers. That’s why Sonnet, a Canadian insurance company, is offering a Disasterproof collection of stuff. Every single item is 100% guaranteed to be disaster-proof because if it breaks, it will be replaced. By providing a safety net for millennials with everyday products, Sonnet is able to remind millennials what it means to be insured.
FORMAT
H.264
SIZE
1920 x 1080
URL
https://vimeo.com/257831189
INSIGHT Most millennials are uninsured. This means that when it's time for a road trip or a squad outing, the one that's insured is always the designated driver. Designated drivers never get to have fun like everyone else.
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IDEA Sonnet presents the first auto insurance plan for a group of BFFs. If friends are sharing a car, it's only right that they are also sharing its insurance coverage.
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Sonnet Optimistic fuel
CLIENT Sonnet Insurance
CAMPAIGN NAME Optimistic Fuel
DESCRIPTION Knowing that they voice a lot of their frustrations online, Optimistic Fuel gives millennials a chance to use their negative social posts to pay for something they actually need for their cars: Fuel. The negative posts are replaced with Sonnet optimism to further spread the positivity online. With Optimistic Fuel, Sonnet shows millennials that even when things suck, something good could come out of it. If optimism can be fueled by negativity, what’s the best that can happen?
FORMAT
H.264
SIZE
1920 x 1080
URL
https://vimeo.com/259434863
INSIGHT Being a Millennial is tough. It’s not always just avocado toasts and cute selfies. In fact, studies show that millennials are more miserable, unhappy and unfulfilled than any other generation. Just look at social media and you’ll know it’s true.
0:35 (Negative posts on social media)
0:38 (Negative posts on social media)
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IDEA Knowing that they voice a lot of their frustrations online, Optimistic Fuel gives millennials a chance to use their negative social posts to pay for something they actually need for their cars: Fuel. By partnering with gas stations all over Canada, people can now pay for gas with their negative posts, turning all their W-T-Fs into F-T-Ws with a few simple taps.
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Unshareables
CLIENT FCB Health + Spotify
CAMPAIGN NAME Unshareables
DESCRIPTION People are sharing these pills without knowing the dangers that come with them. Almost 60 percent of those who misused prescription opioids got their medication from friends or family. Can you blame them? So much of today’s most popular songs normalize and even glorify opioid use. The more these songs are shared, the greater the perception of opioids being all fun and no harm. This increases the likelihood of people sharing the opioids they get prescribed. This has to change. That’s why, we’re going to team up with Spotify to make all of these opioid-celebrating songs Unshareable.
FORMAT
H.264
SIZE
1920 x 1080
URL
https://vimeo.com/258332054
Unshareable Unshareable In collaboration with
In collaboration with
BACKGROUND The opioid epidemic is real, and it had killed 1,500,000 people last year, including some of the most wellknown artists.
1:14 (Prince died from fentanyl overdose)
1:16 (A$AP Yams died from opioid overdose)
1:12 (Lil peep died at 21)
INSIGHT So much of today’s most popular songs normalize and even glorify opioid use. Almost 60 percent of those who misused prescription opioids got their medication from friends or family.
0:09 (Ssharing opioid drugs with friends)
0:14 (Mask Off playing)
IDEA Cooperating with Spotify, FCB Health would make all these opioid celebrated songs unshareable. When you try to share these songs, relative news about opioid adiction would pops out.
1:39 (Social posts from celebrities standing up against opioid adiction)
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è²³ SE.TWO
平 面
GRAPHIC DESIGN INSTRUCTORS
| Ivan Chermayeff | Thomas Geismar | Sagi Haviv | Mackey Saturday | Nigel Sielegar
PROJECT | | | | |
Equal Justice Works Identity ................................................................................ Shakespeare Book Cover ..................................................................................... Purity EDM Tour 2018 Branding ..................................................................... Historical Fiction ............................................................................................... Three Wallets ......................................................................................................
設 計。
identity DESIGN: Equal justice works
CLIENT Equal Justice Work
PROJECT NAME Equal Justic Work identity design
DESCRIPTION Equal Justice Works is a nonprofit organization committed to creating a just society through mobilizing the next generation of public interest lawyers. They believe that early public interest experience leads to a lifelong commitment to and passion for public service, whether as full-time advocates or pro bono practitioners. To achieve a more just society, legal representation needs to be available to all, not just those individuals who can afford it. My mission it to create a new identity that represent the organization spirit.
FORMAT
sketch+digital
BEFORE
AFTER
INSIGHT I’ve always admire layers and their way to bring equal justice to the community by mainly using powerful word and language. And I also admire how Equal Justice Works dedicates to bring young generation together to service justice equally to people who need help. Inspired by this, i designed a logo that only using the bold, elegant word-mark to state Equal Justice Works in a powerful way, and by bringing the equal marks on the edges on of the logo to ensure the longevity of equal justice being served.
Logo applications
Monogram applications
LOGO
MONOGRAM
BUSINESS SETUP
Notebook Business Card Letterhead
DAILY APPLICATIONS
Mug Pin
Website Social media page
SHAKESPeare BOOK COVER series
CLIENT Penguin
PROJECT NAME Shakespeare Book Cover Series
DESCRIPTION Create a conceptual cover series for the four tragedies of Shakespeare’s plays listed below: Hamlet, King Lear, Macbeth, and Othello. Begin by reading the plays or watching a film adaptation in order to understand the content and draw ideas/inspiration. Establish a design concept that works as a series, but also works independently for each cover. Follow the basic principles for making a good poster: consider distinctiveness, graphic presence and dominant/subordinate elements while designing. Designs can use graphics, type, illustration, photography or a mixture of these.
FORMAT
5.25''Width x 8''Height
HAMLET
Book Cover : HAMLET
FORMAT
Painting+Digital
KING LEAR
Book Cover : KING LEAR
FORMAT
Painting+Digital
MACBETH
Book Cover : MACBETH
FORMAT
Painting+Digital
OTHELLO
Book Cover : OTHELLO
FORMAT
Painting+Digital
BRANDING: PURITY EDM TOUR 2018
CLIENT Purity Events | 純粹派對
PROJECT NAME Purity EDM Tour 2018 Branding
DESCRIPTION Purity EDM Tour 2018TM is hold by Purity EventsTM , a rising music festival brand rooted in China that engage the new generation of Chinese millennials. In the upcoming summer 2018, Purity EDM Tour 2018TM will take places in 5 major cities in China including Beijing, Shanghai, Tianjin, Guangzhou, and Shenzhen, aiming to shape a new look to the new generation of creators.
FORMAT
Print + Digital
INSIGHT For music festival, it is only right to gather enough attention by using bold and memorable logo, which is why Ultra Music Festival had achieved great success for years. Targeting Chinese young millennials, Purity EDM TourTM will bring electric dance music to live by combining space blue and galaxy violet.
Digital Magazine Application
Logo applications
LOGO BASIC
LOGO EXTENTION
POSTER/BANNER APPLICATION
Poster
IUB job fair
BUGCC career fair
BUGCC career fair
HISTORICAL FICTION
CLIENT Woodstock 1969 - 3 days of peace and music
PROJECT NAME Historical Fiction
DESCRIPTION A written narrative will be developed that briefly introduces a central protagonist in a story. He or she comes alive through the prose as well as the evidence left behind from the series of ephemera. This book must be appropriately choreographed to the written narrative and consistent with the character’s story. The telling of this historical fiction raises questions about representation as well as truth and the designer’s power and responsibility with information. The student must assume three identities in this project: those of the hero, the curator, and the designer.
FORMAT
8''Weith x 10"Height Harcover Book
CONCEPT The book tells the story of Sarah Kerskey, my fiction figure for the project, in the era of 1960s, when Woodstock 1969 Three Day of Peace and Music took place. Artifacts in this book are created and aged by me based on Sarah's personal experience. This book showcases three stages of Sarah Kerskey's life: childhood, teenage, and adulthood.
Woodstock 1969 Contant Page
COLOR PALLETE Generating popular color from 1950s - 1970s and taking reference from Woodstock poster, this book mainly uses 5 colors.
Page 16-17
Page 10-11 Page 14-15
TYPEFACE Giza / Gill San UltraBold / Minion Pro / Myanmar Sangam MN /
Page 30-31 Page 18-19
EXCERPT “ It was a crazy start, when the greeting became more than shaking hands or hugging or kissing but instead people, strangers, taking off their tops and sharing alcohol and cigarettes. It was the first time for Sarah, to feel the culture of hippies and how it magically became something much more elegant when mixing with music. It was wild, it was freedom, it was nothing that she had ever felt before. Saturday, there was a rain. With mud and beer, Sarah jumped right in the lake like others, laughing. Page 32-33
That’s the moment she met Micheal Smith, bassist and agent for Nitty Gritty at the moment. They looked at each other for seconds, smiled, and then, out of no reason, they kissed, felt in love. The Woodstock changes Sarah in the aspect of the meaning of life. Music was the missing piece, music made her life whole for the first time after her father. She enjoyed the living style as a hippie. Soon after the festival, she travel with Micheal and his band around the country. They’ve been to LA, Taxes, Miami for tour show and for fun.” (Page 25)
Page 24-25
Three wallets
TARGET American Millennials
PROJECT NAME Three Wallets
DESCRIPTION Millennials don't save money, yet they dream big, that one day in the future when they are at their 30s they would be rich and own super cars; and when they retire they would be free from debt and have enough money to travel through the world like every happy endings they've seen in the movies. But the reality state differently. So how do we create awareness for young millennials to acknowledge the reality and make changes?
FORMAT
Wallets + Recipts
BACKGROUND 67 % of young American (aged 25) have less than $1,000 in their saving account, and 46% have $0; 54% of mid-age American (aged 45) have less than $1,000 in their saving account, and 38% have $0; 48% of senior American (aged 65) have less than $1,000 in their saving account, and 32% have $0.
Receipt of young millennials aged 25 Wallets and receipts based on different age group
INSIGHT
IDEA
People keep reciepts in their wallets all the time.
Based on people's daily habit, I showcase three wallets belong to 65-year-old group, 45-year-old group and 25-year-old group for sell. Instead of showing price on price tag, I show three different ages and the statistics behind certain age. Each wallet also contain one reciept that show finacial information including loans, income and saving.
Wallet for age 45 group Wallet for age 65 group Wallet for age 25 group
参
SE.THREE
互
交
INTERACT ON DES GN INSTRUCTORS
| D-OP ...................................................................
設
PROJECTS
計。
| Barron Webster | Nicholas A Jonas
D-op
CLIENT D-OP
PROJECT NAME D-OP
DESCRIPTION Car service is popular. More and more people choose Uber, Lyft, and Via to travel. This project reqired me to come up with a new APP design for the next generation of car service.
FORMAT
IOS APP
CONCEPT Existing car service APPs like Uber and Lyft have already taken a large share of domestic market. In order to get potiential riders' attention, this project challenge my best to not only come up with an innovated funtion that people have never seen before but also an intriguing visual system.
PROBLEM Using existing car APPs, riders usually wait for 4-8mins for cars to come by checking GPS location, and sometimes they cannot find drivers even if it says the "driver is here" because of unpresice GPS or busy traffic.
SOLUTION Applying AR technology for rider and driver to find each other in busy crowd / traffic.
AR Icon Guide system for Logo and Icon design
AR
FONT CHOICE
GOTHAM BOOK GOTHAM LIGHT COLOR PALLETE
LOGO
personal setting page loading page
ICON DESIGN Both logo design and icon design of D-OP are based on the same gruide system that I see as three dimentional layers and route, to create the sense of future and augmented reality.
menu page sketches of icons
AR FUNCTION
+
Both logo design and icon design of D-OP are based on the same gruide system that I see as three dimentional layers and route, to create the sense of future and augmented reality.
AR +
MID HALFWAY DROP-OFF Mid+ allow you to add halfway location. If you want to pick up / drop off you friend, or pick up a Starbucks on your way to work, D-OP 100% support you. In order to better calculate certain fee and to take care of other customer, D-OP would ask you to confirm staying time at your mid+ location.
setting pickup and dropoff locations
AR mode interface choose how long would you stay at mid+ location
完 END.