PORTFOLIO 2015
HELLO! I am Alex, an Art Director I am enthusiastic, passionate and visualise ideas for living.
Clients I’ve worked with
Website
Paper Cup & Coaster
Poster
SINGAPORE WORKFORCE DEVELOPMENT AGENCY Campaign Strategy Art Direction The concept is comprised of a variety of collaterals developed for different platforms to reach out to audiences from across the demographic spectrum. The campaign was built around heart-warming colours, comprehensive graphics and an original mascot “Cuppa Joe�, as an initiative from WDA to promote lifelong learning. A well received campaign that promotes fun and accessible lifelong learning, WDA has since adopted the concept for events and television programmes across the island.
Character design
Online Video
Pop-up Cafe
SAMSUNG
Product Branding Conceptualisation Art Direction To reinforce Samsung’s position as the Number 1 brand in electronic appliances, the concept develops into a series of key visuals that highlight the distinctive USPs of the white good. Visuals were directed in a stylish, lifestyle-centric manner to create strong visual impact and induce a demand stemming from esteem-needs
Product Video
Outdoor
Bus
Outdoor
CITIGEMS
Product Branding Conceptualisation Art Direction Eye-arresting visuals and copy forms the backbone of the concept, specifically catering to the younger consumers of the Citigems brand. Across print and OOH mediums, Citigems’ brand characteristics; chic, contemporary, luxury, are made the focus to generate a stronger understanding and demand for the brand.
Brochure
TOSHIBA
Product Branding Conceptualisation Art Direction Creative layout of the newest range of Toshiba Ultrabooks™ does not merely emphasize the sleek good looks of the product, but also alludes to the exceptional performance and quality that sets it apart from the competition.
Brochure
Poster
Taxi
LG
Product Branding Conceptualisation Art Direction Affirming LG’s Art Cool Air Conditioners as the Number 1 choice for Singapore families, the concept utilises polar bears and emperor penguins as representative “cool experts” in a home setting to showcase the air conditioning system’s strong cooling ability effectively.
Outdoor
RAZER
Product Branding Photography & Art Direction Digital Imaging Razer has established itself as the preeminent lifestyle brand for gamers that connects with all gamers; regardless of age, gaming genre and console, by staying true to its mission of continually delivering the best. Razer’s successful expansion efforts into the consumer audio market was backed by creative art and photography direction, allowing Razer’s cult-like brand following in gaming to be translated into its niche in the audio industry
Poster
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Photography & art direction
Outdoor
ZONE
Campaign Strategy Art Direction Website
Art direction showcases Zone as a one-stop business telecommunications provider, backed by a full suite of service solutions. The friendly typeface positions ZONE as a trusted partner that truly understands business’ needs, giving users more for their communication needs. An integrated suite of creative collaterals spanning across ATL, BTL, OOH and digital communication channels are created to capture greater attention from target audiences, raising brand presence in the telecommunications market.
Activation and Event
Poster
Outdoor
JOINT POLYTECHNICS
Campaign Strategy Art Direction App Development Joint Polytechnics announced its open house during its Engineering week, attracting aspiring youths with a vibrant and fun stand-alone QR and AR code visual. The combination of the graphic architecture and campaign strategy not only enabled would-be students to visit an interactive landing site but also allowed interaction with the e-bot mascot via their mobile devices. Apple & Android Apps
iQNECT
Storyboarding Art Direction Tasked to introduce the revolutionary iQNECT application platform to both consumers and conglomerates, this creative video was built upon graphical assets, infographics, animations and audio mastering to best highlight the key benefits users can expect to experience from it, boosting application adoption rate. Brands that have adopted the application since include Coke, Unilever and Apollo Global Management amongst many others
NCI GOLF
Campaign Strategy Art Direction Branding NCI Gold invites its members and golf enthusiasts to participate in monthly thematic competitions. A series of regular print ads are designed in line with prevailing themes to captivate audience interests and garner participation.
MA
Poster
S S A 1 0 5 _ H e r Wo r l d . p d f
Introducing the NEX Revolution in Digital Photography.
With Sony’s innovative NEX-5, you can now enjoy the creative freedom of interchangeable lenses, in a stylishly ultra-compact package. Equipped with a 14.2-megapixel Exmor™ APS HD CMOS sensor, it delivers uncompromised SLR-class image quality. Combining the heritage of Sony’s DSLR system with Full HD movie recording, the NEX-5 has arrived. Black
Silver (Coming soon)
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SONY
Campaign Strategy Art Direction Branding Sony’s range of cameras with interchangeable lenses make shooting professional photographs simple and fun. A series of collaterals on ATL, BTL and OOH channels fuel the campaign, communicating Sony’s consistent brand message of providing quality products for professional and leisure photographers. The art approach allowed for the product to take centre stage, placing emphasis on the portability and customisability of the product.
BEST SELLER!
Brochure
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Outdoor
SHOOT! CONNECT!
SHARE!
Picasa is a trademark of Google Inc.
n u f e h t e r a Sh in 3 easy steps! Cyber-shot
J10
Snap away. Mark your favourites. And post them online by simply connecting a USB extension directly to your PC. Sharing life stories is this easy with a Cyber-shot J10.
A3_Poster.indd 1
16.1Mega Pixels
4X
Optical Zoom
2.7�
LCD CD Screen
Sweep Panorama
Intelligent Auto
www.sony-asia.com/cybershot ony-asia.com/cybershot
03/03/2011 11:10 PM
POP
ALFA ROMEO
Website Development The redesigned platform seeks to capture the passion and flair of Italian car maker Alfa Romeo. A simple yet functional website infrastructure allows users easy access to information about the brand and automobiles. The choice of a darker colour scheme allowed better representation of the prestige and dedication to engineering the brand has become synonymous with.
WEBSITE DEVELOPMENT
www.langemacrea.com
Allswell
www.emergeapp.io
www.allswelltrading.com.sg
Š Chan Hak Wei astalex07@gmail.com