2020
TRANG NHAT TUNG Art Directi on / Cre ative Design
To Whom This May Concern, Design is a part of our everyday lives. It is all around us, in our homes, our cities, and even shapes our thoughts. I believe in exploring new creative ideas, having a professional work ethic, and working within the deadline in every work I do. The drive to do something different and to acquire new skills is what moves me to different paths in my work. The little journey that an artist takes is full of learning experiences that improves the design and me personally. When I am about to start a project, I always start with the helping the client articulate their needs. What are the objectives ? What does the work need to accomplish ? What does the work have to say ? Among other fundamental questions. I truly believe having a thought-out base of process and client relationship improves projects tremendously. With more than 9 years working in the advertising industry, I am adept in concept design, project management, and final design implementations. Moreover, while my on the job experience has afforded me a well rounded skill set, including first rate multi-tasking and communication abilities, I excel at: designing layouts, key visual, producing images, social media, and corporate communications. Contributing creative ideas during corporate brainstorming sessions. Prioritizing workloads and coordinating multiple ongoing projects. In addition to my experience and personal qualities, I have a solid educational foundation and a passion for design. I am extremely enthusiastic about my work and would welcome the opportunity to contribute to you and your clients ongoing business success. Thank you for your time and interest in my portfolio.
Trang Nhat Tung
Table of Content
3
1. Ad Campaigns
4
2. Branding (Identity, logo, packaging, brochure...)
22
3. Digital Social Media
33
4. Personal Work
40
Ad Campaigns
1. AD CAMPAIGNS
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Ad Campaigns
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Client: BINH MINH GAS TET Promotion 2016
Idea:
Tet Holiday of 2016, Binh Minh Gas ran a holiday promotion: buy gas to win big gold in January. The main visual is Lord of Wealth, a familiar character of Vietnamese households, representing luck and wealth.
Ad Campaigns
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Client: TIARA OIL Launches New Products 2016
Idea:
The key visual got its inspiration from the “GOOD BEAN, STRONG BEAN” competition of the bean world. Queen tiara is the leader of the bean world and will select the best beans for her bean army. The visual expresses the message that Tiara soybean oil is extracted from the best quality beans to bring you the most delicious and nutritious meals.
Ad Campaigns
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Client: TIARA OIL TVC
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Ad Campaigns
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Ad Campaigns
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Client: YAMAHA MOTOR VIETNAM Exciter Camo 2016
To launch their newest Exciter Camo, Yamaha was looking for a brand new key visual for their product. We created this option with the inspiration from the camouflage pattern on the bike itself, and later connecting to the dusty, army landscape, showing a strong, dusty, and breakthrough image.
Ad Campaigns
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Client: YAMAHA MOTOR VIETNAM TFX 150
TFX 150 Key Visual is inspired by the street sport style in combination with the fierce spirit of naked bike models.
Ad Campaigns
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Client: Yakult Pink Ribbon Campaign 2017
Yakult Vietnam and its ambassador – Singer My Tam- to join the Pink Ribbon movement going against breast cancer in Vietnam, aiming to shift people’s common thinking about breast cancer and motivate them to fight this sickness
Ad Campaigns
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Client: YAMAHA MOTOR VIETNAM NVX Promotion 2018
Yamaha Motor Vietnam launched the promotion “Buy NVX, win designer gifts” The key visual shows the luxurious deisgn of NVX and the prizes of the promotion to catch the eyes of the consumers.
Ad Campaigns
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Client: YAMAHA MOTOR VIETNAM Yamaha GP Event 2018
Key visual shows night racetrack images with athletes competing in technical as well as speed, promising a dramatic and exciting tournament.
Ad Campaigns
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Client: BAT VIETNAM 555 SIGNATURE The Marque of Distinction
Our product stands out from the crowd and lets our consumers do the same. Easy on the eye and well designed. A badge of sophistication, elegance and ultimately, distinction. As such, at one with their appreciation of modern premium, wherever possible, we’ll plug in, hijack and lay down our unique marque of distinction. Wherever our badges appear, they stand for a signature of approval in super premium and super smooth. We utilize the shape and colour of our filter, rolling it out wherever possible this in fact, is the signature of our campaign. Using our filter to celebrate a typical consumer redefining premium.
Ad Campaigns
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Client: BAT VIETNAM Craven A Chill
THE BRIEF: Chill is the natural fit for the Progressive Man Audience: For men who are advancing. They have direction in their lives and want to embrace a bright future, yet value their leisure time and indulge themselves in their leisure activities. Product: The fresh new way to experience Craven. Click to enjoy. Expression: Cool new pack; first capsule in a Demi format. Modern and progressive. Tone: Inspiring and celebratory IDEA: WeChill are the moments when you and your brothers are making the most of your leisure time. This can be an activity, drinking together or simply hanging out. But what’s important about WeChill is that you’re free from your responsibilities and obligations – free to be with your brothers enjoying your time together. WeChill are the moments when you can relax, indulge and enjoy.
Ad Campaigns
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Client: BAT VIETNAM Craven A Chill Activation
IDEA: To drive mass awareness and trial of its Chill product, we create Phieu Zones - clearly defined areas that deliver alternative, more relaxed environments and sensorial experiences designed to elevate our brothers typical get togethers. Phieu Zones pop up across the city, plugging in and adding value wherever our target primarily hang out - coffee shops and beer gardens. We engage around CA’s key activation pillars, music, food & drink, travel and creativity. WHAT’S IN IT? Design is inspired by the shape of capsule and karaoke box. We add audio spotlight for whoever steps in PZ will hear the sounds of birds chirping, waterfall and a relaxing scent to create a chill feeling to smokers.
Ad Campaigns
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Client: BAT VIETNAM White Horse DS 20 Quality Campaign
THE BRIEF: To design & deliver an effective campaign which will help to: Enhance DS20 visibility Propose relevant consumer & trade programs to improve Trial, Repertoire, Regular. To ensure to inject popular, quality, premium, progressive, following the umbrella platform of “To inspire you to live Bản Lĩnh” IDEA: QUALITY AT THE CORE Reassuring the consistent quality in White Horse DS As the most favourite brand in the Central for over 30 years, we believe in maintaining our prestige through precise standards and stable quality in every product. To us, everything that has the same core should have the same quality. It is also the value that is at one with our “Bản Lĩnh” men. With White Horse DS, our core value stays the same. No matter how it looks, it’s only one consistent quality. “I am a true man of Central. Authenticity and trust are my drivers. As I progress in life, I am happy to evolve and develop, but even as I do that, I will always remain true to my values.”
Ad Campaigns
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Client: BAT VIETNAM 555 LEPP Activation – Ride tour
In order to activate our Legends Series through Destiny, 555s proxy platform, we created Legacy. For this, since most of our target love motorbiking, we held a rally. Hundreds of bikers journeyed from Hanoi to Ninh Binh, engaging on and offline as they went.
Ad Campaigns
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Client: BAT VIETNAM 555 – Smoking Room Decoration
THE BRIEF: BATV would like to decorate the smosking room with 555 House branding. The design approach is to showcase 555 portfolio (Gold, Signature, LEPP, DS90) on top position of the shelf and below cabinet is to display 555 SKUs. IDEA: WHAT YOU CHOOSE DEFINES YOU You know who you are. Stepping out to the world with every pack of 555, you’ll express yourself fully. Here, we invite you to step into the house of 555, in which every room reveals its own brand characteristic.
Ad Campaigns
Visual Open to our ancient Tu Linh statues embossed on a flat wall. We see the Dragon glow and shake, starting to transform.
Visual Close-up of the Dragon statue transforming into an animated golden Dragon. Lighting effects highlight the transformation.
Visual The Dragon now transforms completely. It comes to life and flies towards the camera. Animated, it carries an aura. Dragon flies off screen. Transitions to a white cloud - start of real-life scenes.
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Visual The cloud expands towards the edges of the frame, and the Dragon appears again.
Client: BAT VIETNAM LEPP Product Video
Visual Camera follows the dragon. We see it fly over Ban Gioc waterfall on nostalgic visual treatment.
Visual Fast zoom into a busy street and we’re in amongst a group of men walking away from the camera.
Visual To Trang An, Ninh Binh. It wraps around the tower, making graceful moves and soars.
Visual He walks with confidence. The Dragon flies towards and around him. We follow the Dragon and transition to our product sequence.
Visual The Dragon continues to fly past Quoc Tu Giam Temple.
Visual The Dragon wraps around the pack. A light blue halo glows to highlight the pack. The Dragon dives into the pack.
Visual And arrives in modern day, flying over the Keangnam Hanoi Landmark Tower. Here, the color treatment suddenly changes from nostalgic to modern.
Visual And becomes the Dragon symbol. Camera focuses on the Dragon symbol.
BACKGROUND: For years, our competitors have had a monopoly of the Northern Vietnam Market. Our mission is to gain a foothold in the North by creating an incredible version of 555 that offers the premium features of an international brand and honours the unique culture of Northern Vietnam. THE FLOW: BRAND WORLD (60 seconds) Four creatures concept (a hint for series introduction) Dragon concept, Northern heritage/cultural aspect, Places, People PRODUCT (20 seconds) Packaging design shots: Front pack, Dragon symbol, Four creatures and brand story, Texture, Tipping design, Stick design, Both sides of the pack, Logo
Visual Cut to the tipping rising and rotating with a glowing effect on the word “Legends”.
Visual The stick flies out from the pack and reveals its full body.
Visual Then it lands next to both sides of the pack and our final message.
Ad Campaigns
Client: YAKULT Key visual & POSM
Client: VEDAN Key visual Event
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Client: TÂN HIỆP PHÁT Key visual Number 1
Branding
2. BRANDING (IDENTITY, LOGO, PACKAGING, CALENDAR, BROCHURE...)
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Branding Client: PHU CUONG GROUP & LOTTE La Premier Logo
IDEA: Logo La Premier is a combination of the letter L and the letter P – the representing letter of Lotte + Phu Cuong brand
The two letters are bonding together in a perfect square establishing a strong connection between the two brands. Symmetry and perfect geometrical ratio of the square shape help create a complete sense of safety and comfort. Vietnamese people believe that square is the shape of the land while circle is the shape of the sky under the influence of the folk tale “Sticky Rice Cake Legend”. The square land will bring prosperity and stability, providing a firm foot for all houses and livings. From Feng-Shui perspective, the coin is a symbol of wealth. With years of existence, coins are believed to captivate the essence of Sky, and the fact that they have normally been buried years under the ground has made them also the holder of the essence of Land. Being the currency, coins are transferred from hand to hand as much as people continue trading. Thus, they contain the essence of Human.
TYPEFACE Logo La Premier use font SFU Goudy Medium
a bcde fghijklmn opqr stuvwx yz 1234567890 ABCDEFGHIJKLM NOPQ RSTVWXYZ!
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Branding Client: DAIKO & MEKONG COMMUNICATION Logo
IDEA: The core of the logo is a symbolized human in blue, with the entire logo is created from the 3 humans bonding together to create a firm entity. These 3 humans are client – Daiko – Mekong, representing a strong and stable connection between the agencies and their clients.
+ Symbol meaning: The triangle at the center with its tip pointing to the right resembles the “Play” button. “”Play” button is a common icon for the beginning, the activation, signifying activities that activate the brand and accelerate brands on its journey to success. The entire logo is a symbolized “D” letter which is the first letter of the company name “Daiko Mekong” COLOUR C=100; M=40; Y=0; K=0 R=0; G=125; B=196 TYPEFACE Logo Daiko Mekong use font Franco Normal
a b c d e f g h ijk lm n opqrstuvwxyz 1 2 34567890 AB C D E F G H I J K LM NO P Q R S TV W X YZ!
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Branding
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Client: YAMAHA MOTOR VIETNAM NTGP Logo
Client: YAMAHA MOTOR VIETNAM Exciter Fest 2018
This is the logo for the annual National Technician Grand Priz hosted by Yamaha Motor Vietnam. The idea is inspired from the daily use repairing tools of Yamaha technician.
Exciter Festival is hosted by Yamaha Motor Vietnam to announce and celebrate its legendary bike – new Exciter 150 and promote Yamaha Racing. The idea is outlined based on the design of the new Exciter.
Client: PHU CUONG Logo
Client: BOOK JUICES Logo Using the blender as core icon, Book Juices puts a strong statement into its claim for its made-to-order pressed juice – Fresh from the Flesh.
Phu Cuong logo follows Feng-Shui concept and is an example of using surrounding spaces of the main icon to create a new subtle message. In this case, the H is embedded in the negative space and creates the word “HOME”. The positive space creates the word “COME”. With the negative and positive spaces together comes the message “COME HOME” – an appealing and emotional message calling all the busy bees out there to return to their home because it is the coziest, and the most comfortable and peaceful place that anyone could ever need.
Branding Client: TW25 Profile
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Branding Client: HAI YEN ONE CONNECTION Profile
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Branding Client: YAMAHA MOTOR VIETNAM Safe Riding Manual Booklet
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Branding
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Client: PANASONIC Print Ads
Branding
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Client: REBISCO Cracker Pakaging
A cartoon character with funny teeth eating up crackers to create a fun melody of crunchy crackers.
Branding
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Client: VCN Calendar 2014
Branding
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Client: YAMAHA MOTOR VIETNAM Gift for Yamaha Motor Show 2016 (Pinbag)
Digital Social Media
3. DIGITAL SOCIAL MEDIA
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Digital Social Media Client: SAMSUNG QLED 8K
Client: SAMSUNG FRIDGE
Channel: Facebook Format: Vertical
Channel: Facebook Format: Vertical
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Client: SAMSUNG QLED 8K
Client: SAMSUNG Galaxy S10 | S10+
Channel: Facebook Format: Static
Channel: Facebook Format: Static
Digital Social Media
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Client: SAMSUNG Galaxy A70
Digital Social Media
Unlock The Infinite U DEFYING YOUR LIMITS DOING MORE, BEING MORE UNLOCKING YOUR BEST SELF Art Direction: Color Scheme: Combination of the hues of blue with a little contract of warm/neon colors to have a tech-look, active-mood, masculine, young and trustful.
80% Blue/Black Look and feel
20% Secondary color
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Client: SAMSUNG Galaxy A50
My Max Youthful Life MAKING THE MOST OF YOUTHFUL EXPERIENCES EXPLORING EVERY ASPECT OF LIFE Art Direction: Talents: - Asian: They have a defined sense of personal style and definite passions - Young, energetic, strong-willed - Wide-shot: Capturing moments of action and triumph, big or small. Visual should capture the connection between the talents and their background/environment. Color Scheme: Color of nature, lively with 70% blue in the background. Do not overuse color. Too much color saturation can lead to a complex or confusing image.
Mood/tone
Digital Social Media
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Client: SAMSUNG Washing machine
Client: SAMSUNG Galaxy Buds
Client: SAMSUNG Air-Conditioner
Channel: Facebook Format: Album hack
Channel: Facebook Format: Album hack
Channel: Facebook Format: Static
Digital Social Media
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Client: SAMSUNG Galaxy S10 | S10+
Channel: Facebook Format: Static
Digital Social Media
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Personal Work
4. PERSONAL WORK
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Personal Work
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Client: COCA-COLA Sponsor Worldcup 2010
THE IDEA: This is a university advertising project created in 2010 The year of 2010 was the first World Cup hosted in South Africa. Coca-Cola was one of the title sponsors of this leading international sporting event. The core image is the iconized twisting straws into the Olympics symbol of the five color interlaced rings. Weaving one on another, the five rings with the five colors represent five continents joining this sporting event in which the athletes strongly embrace the value of fair playing and dedicate their victory to their motherlands. Besides, the rings are the symbol of liberty and international solidarity. This is a part of the global campaign promoting the connection between Coke and soccer.
Personal Work
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ECO DESIGN MAGAZINE
A project about a professional design magazine that is eco friendly and consists of graphic design, modeling, fashion, and interior design category.
Personal Work
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Client: CAMSA STOP HUMAN TRAFFICKING
THE IDEA: Human trafficking is a global crime resulted in serious consequences. This idea derived from a drawing of an uneducated young girl who drew her life as a victim in her diary. This project pointed out that not only women and children but anyone, including young boys and men, can be the next victim of human trafficking.
Personal Work
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Client: CAMSA STOP HUMAN TRAFFICKING
THE IDEA: This is a university non-profit (NGO) project created in 2011. THE FIRST POSTER is designed to spark the conversation on human trafficking. Human trafficking is a serious violation of human rights that still exists in the 21st century. We are all living in a modern, well-developed world, yet there are still people being traded and enslaved. Human is not goods. When will this crime stop? THE SECOND POSTER got the inspiration from the barcodes. Barcode is commonly printed on goods to help with the identification. Each of the stripes is a raising hand, calling for help. Those hands are from the victims of human trafficking. They are being oppressed and turned into a trading good for profits.
POSTER 1
POSTER 2