CHALLENGE

This project was a 2016 entry to the Cannes Future Lion Competition. Our brief was "Connect consumers with a global brand in a way that was not possible three years ago."
                    

This project was selected for the 2016 Cannes Future Lion Shortlist 

This was a 2016 entry for Cannes Future Lions. I worked with Ariana Akamal, Michael Fernando and Samyu Murali.

CHALLENGE

Lan Kwai Fong (LKF) is a popular neighborhood in Hong Kong. Over the past twenty years, the area had developed a reputation for a crazy nightlife, offering an array of restaurants and bars frequently full of tourists.  The Lan Kwai Fong Group wanted to recreate the perception of this area and establish dining and lifestyle as key elements in addition to nightlife.  
                    

IDEATE

The Hong Kong citizen is very proud of their culture, and wants an experience that reflects their patriotism.  The tourist wants a fun environment that embodies Hong Kong culture and the business consumer wants class, sophistication and an engaging environment. Considering our target audience's interests based on nightlife, dining and lifestyle we found two key similarities: passion and culture. 

Our audience wants to feel part of something, and immerse in Hong Kong culture. To strengthen the connection to Hong Kong's culture, we analyzed the history of LKF and found that Lan Kwai Fong means "orchid square." Prior to LKF's evolution to a tourist destination, the area used to be a street market for orchid flowers. 

DESIGN

CREATE

The brand awareness campaign focused on subtely communicating the different elements of LKF, lifestyle nightlife and dining. "Passion Blooms" embodies the energy of Hong Kong, across many different consumers. Our audience are heavy social media users and content generators, so this became a major strategy of this campaign.

This campaign was a group project at SCAD Hong Kong in Fall 2015.  I worked with designer Cynthia Lu

CHALLENGE

Lechal is the world's first interactive GPS footwear designed to assist the visually challenged. Using haptic technology, the shoes vibrate to communicate directions. Our challenge was to introduce Lechal to the wearable market as a desirable device for consumer use. 
                    

RESEARCH

The Lechal smart shoe is the first interactive footwear to enter the market of wearable technology. As a result Lechal's potential competition, target audience, and unique positioning strategy is undetermined. Our research focused on a product analysis to identify Lechal’s USP, a market analysis to determine direct competitors and market opportunities, and a consumer analysis to understand insights and define a target audience. 

ANALYSIS

Through our research we identified key insights to build into our brand experience. Using these insights and direction from our research we created three detailed personas to better understand the lifestyles, interactions and behaviors of our consumers.

IDEATE

Lechal’s navigation feature creates an entirely different experience for the consumer. This experience aligns with our audience’s value of adventure, productivity and efficiency. We believe this unique design can change the way we navigate and empower new adventures everyday. 

CREATE

Our target audience is not brand loyal, nor are they motivated by direct advertising. In order to effectively position Lechal as an innovative, trustworthy, and desirable brand, it is imperative that we captivate our audience through experience. In order to effectively do so, we structured our campaign into two major phases.

PHASE 1: INTRIGUE

The pre launch campaign will generate buzz and excitement through consumer curiosity.  Advertising will use a series of cryptic messages to create a sense of mystery for our audience. All interactions with the brand will be connected to specific touchpoints related to navigation. 

PHASE 2: ENGAGE

The launch campaign designs a sense of adventure into the brand experience. The touchpoints and consumer interactions will remain centered around navigation, but the messaging will change to engage with our consumers. All messaging will invite consumers to a secret location; a giant maze for users to test the Lechal Smart Shoe and experience navigation like never before.

This campaign was a group project at SCAD in Fall 2014.  I worked with designer Juan David Giraldo

CHALLENGE

Create a digitally centered airline brand that will completely reimagine the airline industry. 
                    

RESEARCH

ANALYSIS

CREATE

This campaign was a group project at SCAD in Winter 2015. I worked with designer Cynthia Lu

OVERVIEW

The challenge was to create a full marketing campaign to enhance Berkshire Hathaway’s position as an innovative leader in the Atlanta real estate market. Our solution: Details. We created a cohesive advertising campaign focusing on the details of the real estate experience to emotionally connect with our audience.  We considered how details can influence a consumer, down to all five senses.

 2017 MAX Award (Marketing for Excellence Award)

RESEARCH

We built the campaign around consumer insights, focusing on the luxury audience in the Atlanta market. We crafted four unique detailed personas to represent our audience, and designed the campaign experience around them. 

DESIGN

This campaign was a collaborated learning program at SCAD in Winter 2016. I worked with designers Jerry Peitzman, Cody Hebert, Vania Lin, Carlos Albaladejo,  Mysan Ashgar, Amy Jobe, and photographers Wes Graham and Enrique Samson

PROBLEM

There are about 13,600 community animal shelters nationwide that are independent; there is no national organization monitoring these shelters. Shelters, rescue centers and even current platform attempts to collaborate these platforms have been unsuccessful.  
                    

RESEARCH

IDEATE

CREATE