creative projectsstoryboard
Audi Social-Purpose Ad
Class Project, 2023
Project Background
Challenges: The Audi wedding commercial sparked negative discussions on Chinese social media. With the growing affluence of local Chinese consumers and their increasing influence in the global car market, Audi must rebuild its brand image and maintain a positive perception among its target audience.
Objectives:
To restore a favorable brand image within the target audience.
To effectively convey the brand’s core value of societal responsibility and positive development.
Concept Statement: In the Asian context, driving and providing for the family is often seen as a male role, while women are expected to handle domestic responsibilities.
Audi's video ad promotes gender equality and car models that appeal to both men and women, challenging gender stereotypes.
Harmless Harvest Short Video Ad
Class Project, 2023
Project Background
Challenges: The challenge for Harmless Harvest lies in maintaining its brand core, which is based on the deliciousness of its coconut water and its simple, healthy, and organic values that have already attracted a loyal customer base.
However, as the product line expands beyond its core offering, the brand aims to provide a new brand design that enhances brand recognition while staying true to its organic and ethical extraction of the most authentic coconut water, preserving the genuine flavor of the ingredients. This new branding should be visually appealing to customers who may not have previously been familiar with the brand.
Objectives:
Increase Brand Recognition
Emphasize the brand's core value of preserving the original deliciousness of the ingredients.
Key Message:
Harmless Harvest transcends being a mere coconut water;
it embodies the essence of authentic flavors.
Product designHarmless Harvest Rebrand Brand Guideline
Class Project, 2023
