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- Creative Work -

- Strategy Work -

2024

- Design Work -

2018 - 2022

- About -

A

The Ask

Introduce Xiaomi as a major player in the US EV market with their newest EV car – the SU7.

Problem

Xiaomi is still considered an unknown brand within the US market. There’s a lack of information within the general audience. Chinese brands are also often associated with knock-offs or low-quality products, which leads to the belief that nothing good can come from a Chinese brand. Additionally, the EV market is expanding every day with both big and small car companies releasing the latest innovative EV cars. How will Xiaomi stand out?

Target Audience

THE TECH INNOVATORS
18-34 years old, single, urban-dwelling
They are constantly seeking to improve their lifestyle and want to be the first to try new tech, even if that means getting on a waitlist. They enjoy the cool factor of being a tech innovator amongst their social circle and tend to advocate for their favorite brands.THE TECHIE FAMILY
35-49 years old, married with children, suburban-dwelling
They already own at least one gasoline car and are looking to purchase a new EV car. They are constantly seeking to streamline and declutter their life. Safety and budget are their top concerns and they value their partner’s opinion and input when making large purchases.

Insight

"Connectivity brings me peace of mind. It makes me feel in control of my life."

Strategy

Xiaomi — a synced world that empowers you to do more.

Your Life in Sync.

We live in a fast world, where we’re asked to do more every day to keep pace with a world that never slows down. We can’t change the speed of life — but we can find a way to keep up with it.That’s where the Xiaomi SU7 comes in. This isn’t just a car; it brings your life into sync, giving you control over what matters most. It’s a gateway to a world where everything is connected. A ride that moves you beyond destinations — into a realm where Your Life is in Sync and Your World is at Your Fingertips.This is Xiaomi — Your Life in Sync. Your World at Your Fingertips.

Banner Ad

Placing ads in the personal tech and technology sections of major news outlets like The New York Times. The banner ad will direct readers to a landing page that highlights the features of SU7, with a key focus on how it helps to create a fully immersive using experience that syncs seamlessly with smart home devices.

Influencer Partnerships

Xiaomi Showroom

A Xiaomi showroom in Silicon Valley (San Francisco) where customers can come in for a test drive of the SU7 & the smart home. Customers can experience what it’s like to have your life in sync.After driving through the test drive route, customers will be taken to a Xiaomi house where they can experience the Xiaomi smart home system and how it ties in with the SU7.

AirBnB

Virtual Showroom

Game Show

A game show where contestants compete for prize money.
Contestants will work in pairs to solve puzzles and the quickest pair wins.One contestant works from inside the SU7 car, while the other will work from the inside of a house, without any communication between them except for the Xiaomi electronics such as the security camera in the house.

Game Show

The Ask

Raise awareness of breast cancer, especially in men.

Problem

Breast cancer is often associated with women so most people aren't aware that men can also get breast cancer. The chances in men are significantly smaller (less than 1%) compared to women but it's more fatal because men only go to check-ups once it's too late. Men may also feel ashamed to go for breast exams due to societal stigma.

Target Audience

Women with male family members. They worry for their family members who may not be as health-conscious and they want to keep their family safe. They are the ones who remind their family to go for regular checkups, take vitamins, eat healthy, and exercise.

Insight

No one wants to lose a family member due to a curable disease like breast cancer. Women often are the ones keeping an eye on the family's health and keeping everyone safe.

Strategy

Target the women in the family so they can have their male family members diagnosed early on by creating a welcoming environment where anyone can learn what breast cancer feels like.

Squish to Save

Do you know what a cancer lump feels like? How different is it between males and females? Knowing how to conduct a self-exam is crucial to saving you and your family members' lives. Through squishies, feel the difference between a breast cancer lump and a normal breast.

Online

OOH Posters

Pop-Up Store

Introduction

WHOOP x AdLab Boston University
Ask: Create a set of still images, GIFs, and a video promoting the advantages of WHOOP to weekend warriors.
Target Audience: Weekend Warriors
Problem: WHOOP is well known by its athletic audiences but would like to reach the day-to-day people who want to improve their health.
Insight: The impact of daily activities on the body often goes unnoticed until visualized.
Solution: Showcase how WHOOP can help track your everyday activities and not just when you're working out.

Key Message

WHOOP is your personal “wearable” health and
fitness coach regardless of your starting point.

Still Images

GIFs

Video

Introduction

Ask: Persuade Americans to recycle more.
Target Audience: American Citizens.
Problem: The US doesn't care about recycling because they dump their trash into other countries.
Insight: Out of sight, Out of mind.
Solution: Visualize the problem and make it unignorable so we can bring attention to the importance of recycling.

The Lost Art of Recycling

Trash infiltrates every aspect of our lives, from the seafood we consume to the air we breathe. These tiny particles find their way into our bodies and the food we feed our children. With each passing day, the scale of this issue becomes more alarmingly enormous, impacting not only our health but also that of our oceans and ecosystems. By recreating trash into giant, unignorable symbols of environmental degradation, we can bring attention to the importance of recycling.

Activations

Instagram Ads

3D Billboards

Content Series on YouTube

Introduction

Ask: Revive Clubhouse.
Target Audience: Curious Circle
Problem: Clubhouse has fallen out of popularity after people started becoming used to the pandemic.
Insight: Audio allows people to explore deeper connections with each other.
Solution: Increase brand awareness by using provocative copy & well-known figures as visuals.

Don't watch, Listen.

Sometimes, just watching what is happening isn’t enough. You feel the desire to explore even more, dig deep, and get to the bottom of things by hearing others’ stories and sharing your own.So don’t watch, listen — on Clubhouse.

Billboards & YouTube Ads

Sleeping Mask

Introduction

Ask: Brand activation that connects culture & relevance, conveys the message that Kraft Mac & Cheese brings you comfort.
Target Audience: Older Gen Zs & Younger Millennials.
Problem: Kraft Mac & Cheese is seen as children's food and it is not a top-of-mind product for older consumers when they think of mac & cheese.
Insight: Adults wish they could relive their childhood days and have a laugh as they recall those fond memories.
Solution: Bring out the inner child in you. Recall your child self through each spoon of Kraft mac & cheese.

The taste that brings you back

Kraft mac & cheese has always been there for you when you had that sleepover with your friends and when you came back home from practice after school, it’s always been there and it’s still here for you as you move on to a new chapter in life.Through every cheesy mouthful spoon, we bring you back to your fondest childhood memory of enjoying Kraft mac & cheese with your family and friends. Recall the comfort of home with Kraft mac & cheese.

Activation

3D Lenticular Posters

TV Commercial

Introduction

Ask: Create two concepts with a different look & feel, that bridge a digital experience to a physical experience.
Target Audience: Gen Z & Millenials who love movies and seek a better viewing experience beyond the laptop screen. They prioritize privacy and exclusivity and prefer viewing comfortably.
Problem: It is hard to stand out in a highly competitive market.
Insight: People want a better, more private watching experience, but going to the cinema can be a hassle.
Solution: We are bringing a private Disney+ cinema experience through collaborations with AMC theatres across the country.

Big Idea: Disney+ Dreams
Headline: Your Ticket to Where Stories Live

We are introducing a new subscription tier for Disney+ called "Disney+ Dreams". This tier is higher compared to the premium tier that currently exists, which will include everything in the premium tier plus the private cinema experience. Monthly & yearly subscriptions are available for this tier, with some differences between the two as shown in the table below. With Disney+ Dreams, users will be able to book a private theatre to watch their favorite Disney+ shows in a homey space with sofa beds, plushies, and soft pillows. All food and drinks are taken care of and users may book the theatre for parties, watching alone, or with family and friends. There's also special merchandise and customized tickets for you to bring home.

Concept 1

Golden Dreams

Immerse in a private cinematic premium experience with Disney+ at AMC theatres. Create personalized and exciting memories alone or with your friends & family. Live out your golden dreams.Style: White & Gold, Decorative
Focus: People, creating memories

Activation

Website & App

Instagram Ads

Concept 2

Disney Neon Nights

Miss the good old cinema experience? Disney +, in collaboration with AMC theatres, brings you right back to the '80s with neon signs and a premium cinematic experience. Lay down on our plush sofas as you binge-watch your favorite series and enjoy the night.Style: Neon & Retro, Simple & Clean
Focus: Theatre itself

Activation

Website & App

Instagram Ads

Introduction

Ask: Redo a campaign that has failed badly while using the same key message.
Target Audience: Mobile Gamers, TikTok/Instagram Users, Project Makeover Players
Problem: Project Makeover had run ads that depicted disturbing and harmful negative body stereotyping situations from 2021 to 2023 and was ordered to take the ads down by the National Advertising Division (NAD) of BBB National Programs as of July 28, 2023. The ad also showcased false gameplay/stories not in the game. Potential new players have been chased away due to the game becoming known as "The game with trash ads".
Insight: Most people are willing to try out new games that catch their interest, especially ones that give them a positive first impression or are free to play.
Solution: The game’s strength lies in its addicting gameplay and unique storyline, so we should showcase that.

Audience Perception “Makeover”

Transform our audience’s perception of Project Makeover by showcasing the game’s authentic gameplay and interesting storylines. Show and have them experience the real gameplay so they can be introduced to the game in a positive way.

Redoing the Online Ads

Interactive Digital Billboard

Pop-up Event

Introduction

Ask: Brand Refresh
Target Audience: Boba Lovers, Japan Lovers, Trend Followers
Problem: Café Maiko currently has two logos, a cluttered menu, and an outdated website. This can make them seem inconsistent and confusing to potential new customers.
Insight: People want to experience authentic taste without having to travel far.
Solution: Make Café Maiko more approachable with a simpler logo, menu, and website.

The matcha that lives up to your tastes.

You no longer need to travel all the way to Japan to have a taste of that authentic matcha, Café Maiko is here with premium matcha drinks and delicacies that live up to your taste. Never had a taste of matcha before? Well, you don't need to travel far because our matcha is imported from Uji, Japan and it's easily accessible with 21 branches across the US.

Logo Redesign

Menu Redesign

Website Redesign

- This is a brand created solely for this project, it does not exist in real life -

Branding

Introduction

Ask: Increase awareness of brand & lab-grown diamonds
Target Audience: Middle-Class Luxury Buyers, White Collars/College Students, and Ethical Believers
Problem: There is low awareness of lab-grown diamonds and a misconception that lab diamonds are fake when they have the same composition and shine. People also have the mindset that diamonds are only for special occasions.
Insight: People want assurance that it is not a shameful thing to buy and use ethical lab-diamond products.
Solution: Increase awareness of lab-grown diamonds and connect them to high-end markets.

You Deserve Perfection

At Andrea Lorenzo, we craft our diamonds, shine them, and give them life through luxurious high-end design, each detail crafted to perfection because YOU deserve perfection.

Posters

Social Media Ads

CGI Technology

Jewelry Exhibition

The Ask

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Execution

- Game Design -

About Stylize

“Stylize” is a game where players assume the role of a new member in a famous stylist team from the story mode and from there, the players would need to create outfit coordination according to each job’s theme. The styles introduced in the game are ancient, modern, and future fashion styles. Except for most of the backgrounds used, all of the assets in the game were created by me, including BGMs and illustrations.As the game’s main focus is to convey the charms and possibilities of fashion, players can
customize from a total of six categories; makeup, hairstyle, dress, tops, bottoms, and shoes. The game’s story is set to continue with each update, together with an increase in fashion items the players can select from. In each chapter, players are required to coordinate an outfit that fits each stage’s theme to clear it and move on to the next chapter. Every two chapters of the story, the fashion style changes, and players will receive an illustration if they clear the stage. Players may save and load their game at any time.Apart from the game’s story mode, players can find the illustrations they got from the story, the opening movie, the game’s promotional movie (PV), and the “Closet” mode from the title menu. The Closet mode is where players can dress up freely according to their preferences, and explore the endless possibilities the fashion world has to offer.The game is available in two languages, English and Japanese.

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Logo Design

Card & CD

Website

Background Music

Videos

Character Design

Gameplay

Game System

As soon as the player starts the game’s story mode, players can customize their name, which heightens the game’s immersive level. The story is told in a visual novel style, with mostly the player observing everyone. Players can save and load the game at any time they want so they can retry each stage easily.

Outfit Designs

Including the base outfits, there is a total of 22 sets of outfits.
Players may choose to mix and match any of the outfits to fit their preference or the stage’s theme.

- Magazine Design -

Introduction

Topic: Design a magazine that includes an original cover design, and an original magazine freebie (must be a physical item). Furthermore, decorate your magazine booth to fit your magazine’s theme.
Magazine Theme: Gothic Fashion Magazine
Details: The magazine would be a monthly magazine featuring different gothic fashion styles, such as gothic, lolita, cybergoth, vampire goth, etc. For each month, the magazine would introduce clothes coordination for three gothic fashion styles (each month would be different styles) and feature a tutorial on how to redecorate things around your home to make them more gothic-themed.I believe that there are many people like me who like gothic things but are not sure which kind of goth they are more attracted to, the magazine would also feature a small quiz people can take to find out what kind of goth they are.Furthermore, the magazine also includes a small dress design contest. Readers can design a
gothic outfit according to each month’s theme and the winner’s design would then be featured
in the following month’s edition. Finally, the magazine freebie for each month would be different, but all of them would be things the reader could use in their daily lives or things they could customize and create by themselves.

Magazine Freebie

Banner & Booth

- Logo Design -

Commerical Use

Personal Use

- Website Design -

- Illustrations -

Personal Work

Freelance Work

- Live2D Model -

Model Creation

Rigging

Marketing Materials

Key Cards

Pricing Posters

Infographic Poster

Packaging Layout

LINE Stickers

- Contact -

For further inquiries, feel free to contact me!

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