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ROCKY LE Content Creator & Art Director

PORTFOLIO

Allsaints MUJI Oliver Peoples Film movie Fashionfilm


PASSION TRAVEL MUSIC MOVIE DRAWING CLIMBING BODY BUILDING MONEY

EDUCA LANGUAGES Chinese English

2014/09

C B

2015/12

C M

2018/05

A M


ATION

China Academy of Art University BA Graphic Design

College for Creative Studies MFA Transportation Design

Academy of Art University MFA Advertising

CONTACT

Phone No: (646) 715-5753 E-mail: rockyleaau@gmail.com Portfolio: rockyle.com

SOFTWARE SKILLS

Graphic Design Strategy Photography Video Editing Motion Graphic


Index


Rebel DNA from Day One

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Escape into Nature

23

Eyes On

45

Film movie

57

Fashion film

65


ROCKY LE

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PORTFOLIO

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PROJECT ONE

CLIENT

Allsaints

BIG IDEA

Rebel DNA from Day One

CHANNEL

TV Commercial Print Ad Social Media

Rebel DNA from Day One


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Keywords Brand Content Young People Rebellious Stylish Special Effects Cinemagraphs

PORTFOLIO

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Creative Brief

Rebel DNA from Day One

BACKGROUND ALLSAINTS is a British-born, worldwide fashion brand with edgy. ALLSAINTS has expanded into a worldwide brand including womenswear, accessories, and boots, but its brand awareness is relatively low in US market. THE ASK: Increase US brand awareness Create an integrated campaign for ALLSAINTS to increase US brand awareness in major metropolitan areas. Target audience: Non-Conformists American young people who are rebellious, style non-conformists. Sometimes they feel lost, always looking to define themselves. INSIGHT They want to be different.They prefer wearing clothes which express their individuality. STRATEGY ALLSAINTS attitude.

represents independent, strong, innovative style and

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TV Commercial

Keywords Brand Content Young People Rebellious Stylish Special Effects Cinemagraphs

Manifesto: I want to get out of town. Out of the country. Out of this world. I need to walk on the other side of the street. To a different beat. I change my destination. My motivation. My expectations and dreams. I write my own story. And rewrite it again, and again. The way I look at the world has to match the way I feel. I wasn’t completely happy with what I saw in the mirror, until I found ALLSAINTS.

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PROJECT ONE

Rebel DNA from Day One

TV Commercial: Rebel DNA from day one. Duration: 1:18 Music: Drink I’m Sippin On, Yaeji Link: https://vimeo.com/268348622

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PORTFOLIO

Social Media (Instagram)

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PROJECT ONE

Cinemagraphs Link: https://vimeo.com/268348589

Rebel DNA from Day One


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PORTFOLIO

Social Media (Youtube)

Special Effects Link: https://vimeo.com/268348985

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PROJECT ONE

Print Ads

Rebel DNA from Day One


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PORTFOLIO

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PROJECT ONE

Rebel DNA from Day One


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PORTFOLIO

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PROJECT ONE

Rebel DNA from Day One


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PORTFOLIO

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PROJECT ONE

Rebel DNA from Day One


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PORTFOLIO

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PROJECT ONE

Rebel DNA from Day One


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PORTFOLIO

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PROJECT TWO

CLIENT

MUJI

BIG IDEA

Escape into Nature

CHANNEL

TV Commercial Transit Ad Experiential

Escape into Nature


ROCKY LE

Keywords Brand Content Reposition Campaign Interactive Campaign Experiential 6sec Commercial Urban residents Human sense Nature

PORTFOLIO

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Creative Brief

BACKGROUND MUJI is a Japanese retail company which sells a wide variety of household and consumer goods. MUJI is distinguished by its design minimalism, emphasis on recycling, avoidance of waste in production and packaging, and no-logo or “nobrand� policy. THE ASK: Increase US brand awareness Reposition MUJI to emphasize harmony with nature. Target audience: Urban Nature Lovers Urban residents who indentify as environmentalists.They believe that less is more and love natural organic products. But work and family committments cut into their time to be close to nature. INSIGHT Urban citizens want to relax and be close to nature. STRATEGY Be close to nature no matter when or where.

Escape into Nature

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PORTFOLIO

Keywords Brand Content Reposition Campaign Interactive Campaign Experiential 6sec Commercial Urban residents Human sense Nature

TV Commercial:

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The TV commercial based on the five senses of people instead of the catego of MUJI products. With the TV commercial, we can show just how fast MUJI transport target audiences to natural surroundings. Tagline: Escape into Nature Duration: :60 Link: https://vimeo.com/267536111 Duration: :06 Link: https://vimeo.com/268496020

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PROJECT TWO

Escape into Nature

ory I can

Listen(CD Player)

Taste(Kettle)

Smell(Aroma Diffuser)

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Touch(Flip Flop)

See(Lamp)

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PORTFOLIO

Transit & Print Ads Escape into Nature

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PROJECT TWO

Escape into Nature


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PORTFOLIO

Link: https://vimeo.com/268527622

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PROJECT TWO

Escape into Nature


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PORTFOLIO

People can interact with the MUJI’s digital billboards to experience products. Our ambient ads allow commuters in train stations to escape the chaotic, claustrophobic, cacophonic platforms, and have them see, smell, and hear the pleasures of nature through the assistance of MUJI products.

Link: https://vimeo.com/268500020

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PORTFOLIO

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PROJECT TWO

Escape into Nature


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PORTFOLIO

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PORTFOLIO

Experiential + In partnership with Airbnb, MUJI will decorate tents located in National Parks across United States, allowing travelers to experience nature in a whole new way.

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PROJECT TWO

Escape into Nature

Dear Traveler(s), Welcome. We hope you enjoy your stay in our tent that's full of life and wonder. Indulge yourself in the outdoors. Wake up each day from the sharp beams of sunlight cutting through the trees, and breathe in the morning dew. Open the flap and capture the cornucopia of flora and fauna. Hear the cracking of leaves as you gallivant through the landscape that's lived for thousands of years. Feel the brittle bark break in your hands, and the coarse sand seeping between the cracks of your feet as you taste the salt from the ocean breeze. Disconnect from the grid, and connect with the moment. Thank you for staying with MUJI. Now go Escape Into Nature. –––––––– Best, MUJI

Tips: Our tent is a non-somking environment. Please remember to lock the tent when you leave. Please protect the natural environment.

The email to Airbnb’s customers

@mujiusa @MUJIUSA @mujiusa @MUJIUSA


ROCKY LE

PORTFOLIO

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Escape Int Nature Enjoy your MUJI tent


to

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PROJECT TWO

Escape into Nature


ROCKY LE

PORTFOLIO

People can go to MUJI’s and Airbnb’s website to book MUJI tents and to experience MUJI’s products and escape into nature.

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1

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bë Å~é É=á å í ç =k~í ì ê É

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PROJECT TWO

Escape into Nature

Explore all MUJI tents

ENTIRE TENT

1 BED

Amazing tent in Yosemite Valley

ENTIRE TENT

1 BED

A lovely tent next to the lake

ENTIRE TENT

1 BED

A comfortable tent in Death ValleyW

ENTIRE TENT

1 BED

ake up with the smelling of the forest


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PORTFOLIO

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PROJECT THREE

CLIENT

Oliver Peoples

BIG IDEA

EYES ON

CHANNEL

TV Commercial Social Media

Eyes On


ROCKY LE

Keywords Brand Content Fashion Flim Cooperative Campaign Social Strivers 6sec Commercial Social Media

PORTFOLIO

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Creative Brief

BACKGROUND Oliver Peoples is a luxury eyewear brand established in West Hollywood, California in 1987. The brand is sold in boutiques, department stores and online. Oliver Peoples eyewear is designed in Los Angeles and manufactured in Italy and Japan. THE ASK: Increase US brand awareness Increase brand awareness in global metropolitan markets. Target audience: Social Strivers Life in a metropolis is competitive. Sometimes people have to go to parties to expand their connections and look for opportunities. They dress up and banter to charm others. INSIGHT Social strivers like to be focused on. STRATEGY Beautiful sunglasses on people’s eyes can be a reason for other people to notice and say,“I like your sunglass. “ as an opening.

Eyes On

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Keywords Brand Content Fashion Flim Cooperative Campaign Social Strivers 6sec Commercial Social Media

PORTFOLIO

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PROJECT THREE

TV Commercial Tagline

Eyes on

Duration

:60

Eyes On


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PORTFOLIO

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TV Commercial: Tagline: Eyes on Duration: :60 Link: https://vimeo.com/267342497

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PROJECT THREE

Eyes On

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PORTFOLIO

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Social Media (EYES ON) + In partnership with Snapchat, Oliver Peoples will upload their latest release sunglass filter on Snapchat. Using Snapchat to scan the shape of Oliver Peoples’ LOGO from anywhere. Unlock Oliver Peoples’ filter, to wear on the sunglasses.


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PROJECT THREE

Eyes On


ROCKY LE

PORTFOLIO

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12:00 Search

Oliver Peoples’ filter can make another popular topic on social media. Social strivers can attract more attention and quickly jump into the topic groups by Snapchat.

Friends

Discover


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PROJECT THREE

12:00

Eyes On

12:00 Search

Friends

Search

Discover

Friends

Discover


ROCKY LE

PORTFOLIO

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Film Movie Link: https://vimeo.com/269725760

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PROJECT FOUR

Film movie


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PORTFOLIO

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PROJECT FOUR

Film movie


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PORTFOLIO

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PROJECT FOUR

Film movie


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PORTFOLIO

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Fashion Film Link: https://vimeo.com/287363513

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PROJECT FIVE

Fashionfilm


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PORTFOLIO

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PROJECT FIVE

Fashionfilm


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PORTFOLIO

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PROJECT FIVE

Fashionfilm


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PORTFOLIO

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PROJECT FIVE

Fashionfilm


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PORTFOLIO

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PROJECT FIVE

Fashionfilm


Thank You


CONTACT

Content Creator & Art Director Rocky Le +1 (646) 715 5753 rockyleaau@gmail.com rockyle.com


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