Introducing Voss Sparkling Rain

As the final project for my Art Direction II class, we were to concept the strategy & positioning for the roll out of a new age beverage of our choice. I decided to go with a brand extension of Voss Water, an ultra-premium water in the beverage market. For the campaign, I decided to employ online media, interactive media and ambient media tactics in addition to an online presence to promote the new brand extension, Voss Sparkling Rain.

Brand: VOSS® SPARKLING RAIN
Target: 25-35, Females. Young & successful, fashionable & sophisticated. Extravagant living. New Money.
Challenge: Launch a multimedia advertising campaign for VOSS® SPARKLING RAIN, a brand extension of VOSS® WATER to inject personality and excitement into the VOSS® brand.
Single Most Important Message: VOSS® SPARKLING RAIN is not only for drinking, but its beautiful bottle serves as a decorative element to any personal space.
Tone: Excited, conversational mood to reach target at multiple touch points in and out of home. The target should feel as if their best friend is persuading them to buy the product.
Tagline: "Taste it then Decorate with New Voss Sparkling Rain"

Packaging: The VOSS® SPARKLING RAIN packaging was inspired by the fragrance industry where products are sold based on beautiful design aesthetics just as much as the scent.































































The bottle in the banner ad changes color based on what color the user's mouse pointer is hovering over.

















Again, the bottle in the banner ad changes color based on what color the user's mouse pointer is hovering over.

















Viral video storyboard playing on the theme of decorating one's personal space with different flavors of Voss Sparkling Rain.

















































Here is a basic wireframe of Voss's current website. Since VOSS® SPARKLING RAIN is a brand extension of VOSS® WATER, I decided to use the current web layout for consistency.

















Landing page prompts user to select a backdrop for her viewing pleasure.

















For the initial launch, users will see this page after clicking a backdrop to enter the site.

Hell, Michigan Advertising Campaign

An assignment for my Art Direction II class, I created this multimedia advertising campaign for a small town called Hell, Michigan. The assignment was to choose a city, neighborhood or town, and create a campaign based on the UNEXPECTED. We were to find out something odd about the place, discovering random facts that may draw our target audience in. Furthermore, we were to increase brand awareness, targeting a younger market, ages 25-35 through various advertising mediums, and to entice them to check out the town for a weekend, or even potentially move to.
















Before getting into the campaign, I wanted to give a peak into some of my ideation process. During this process, I pretty much go wild with thoughts and ideas. I try to put everything down that I think of so that I have a record of it all.

A moodboard is meant to inspire designs. It's apparent where some of my inspiration came from just by taking a quick glance at my moodboard.

















The identity above features a devil's pitchfork creating negative space within a heart. The pitchfork spells out an "h" for hell and also spells out "m" for Michigan. Simply put, Love Hell, Michigan.

















This traditional billboard is saying that you'll have a "HELLUVA GOODTIME" when you visit Hell, Michigan.

















This traditional billboard is says that you'll have a "HELLUVA GETAWAY" when you visit Hell, Michigan.

















This street billboard is says that you'll have a "HELLUVA RUN" when you visit Hell, Michigan. Texting "gotohell" provides additional information regarding ad.

















This bus shelter is says that you'll have a "HELLUVA STORY" to tell when you visit Hell, Michigan. Texting "sureashell" provides additional information regarding ad.

















This bus wrap is says that you'll have a "HELLUVA RIDE" when you visit Hell, Michigan. Texting "roadtohell" provides additional information regarding ad.

















Those who texted in will receive a direct response text message detailing more specifics about the street billboard, bus shelter, and bus wrap.

















This ambient media tactic will be placed on the steps leading down into city subways. Targeting couples specifically -- when you're in love, you're in heaven. And so, "THE STAIRWAY TO HELL IS CLOSER THAN YOU THINK," implying that Hell, Michigan is close by.

















This interactive banner works when the user rolls his mouse pointer over the ad. The word connection will begin to connect together and then take the user to the Hell, Michigan homepage. I used the word connection because we go online to connect with other people. You'll have one "HELLUVA CONNECTION" with your lover when you go to Hell, Michigan.


















This is the Hell, Michigan homepage. It is my hope that through the various advertising mediums that the target audience will ultimately end up visiting the Hell, Michigan website to find out further information, and plant their trip.

Introducing The Apple MacPad Chameleon

This was the final project for my Interactive Media & Advertising course in Spring '09. The assignment was to test our cumulative knowledge of the unique ways in which interactive destinations can tell a brand story. As a part of the assignment, we were to devise 3 creative comps - 2 of the homepage, and one sublevel page. The product I chose was the Apple MacPad Chameleon, which is a made-up product that I thought up in my Strategy & Positioning course last Fall. The MacPad Chameleon is Apple's first netbook. The main USP of the MacPad Chameleon is that it allows for the user to change the color of their netbook to a variety of 9 different colors. The target audience is females ages 18-25 in college who are avid users of social media, and quite fashionable.

Ultimately, I wanted to design sleek and clean creative comps that didn't stray from Apple's current brand image. The first creative comp is the homepage of the Apple Store taking a more traditional approach. The second creative comp is brighter and overall has a different tone and feel. The third creative comp is a sublevel page from the first comp. The sublevel page is the Mac page of the store. I wanted to keep everything consistent with the homepage, creating a fluid and positive user experience for the target.

iMotivate iPhone App

This was the final project for my Advanced Special Topics for Ad Majors course in Spring '09. The final deliverables were, 1) Full color logo/branding presented professionally in Illustrator. 2)App Icon, which is the icon that appears on the iPhone screen for our app. 3)Screenshots showing our app in action. And 4)One page magazine ad created in InDesign.

I named my iPhone app, "iMotivate," because essentially the app serves as a motivational tool for whenever the user may need it. We all need a little motivation in our lives, and so the iMotivate features famous motivational quotes as well as user submitted. Motivational clips from popular movies such as Rocky VI are also utilized with the iMotivate. The logo design is meant to be the company that created the iPhone app and so I decided to brand myself. "nbk" are my initials backwards, and Vietnam is my home Country, and so I wanted to combine the two. I went through the logo design process from sketches, to pc generation and to color. For the app icon, I kept it simple, showing the silhouette of a man raising his arms in accomplishment. The screenshots are mockups of what the interface of the iMotivate will look like. Everything on the screenshots were created from scratch aside from the iPhone itself. The magazine ad speaks for itself in that you can achieve your goals with the help of the iMotivate app.