BRAND CAMPAIGN, LOOKBOOK, ILLUSTRATION, SOCIAL MEDIA
PURE APPAREL
Pure Apparel is a dynamic yoga-inspired active wear brand that supports and celebrate freedom of movement and uncompromising self-expression.
This campaign expressed the core value of the brand DNA and also focused on colour of the month for Fall/Winter Collection: pacific green, chilli red, azure and black. I contributed in the idea creation, concepts, art direction and layout design.
LOOKBOOK
WHEN YOGA MEETS ART
Partner with HKwalls, two local creative forces coming together to cultivate a funky, edgy, soulful, synergy of community spirit. Yoga is Art.
To showcase images of the seasonal yoga apparel collection, I worked on the lookbook layout with InDesign.
DIGITAL ILLUSTRATION
SHOPPING BAG
Unconscious branding is adopted which I have created some fun aerial yogi illustrations and integrated them with the bag handles to encourage customers to reuse the recycling bags.
SOCIAL MEDIA
CHANGE YOUR CLOTHES, NOT YOURSELF.
I created this stop motion video to promote the apparel collection with the concept of “Change your clothes. Not yourself.” Although the environment and clothing might change rapidly, the yogi will always maintain the beautiful poise.
I directed the photo-shooting which took over 400 photos and executed all subsequent production for this project.
WHOLESALE CATALOGUE
INSPIRED BY COMMUNITY
Worked with marketing director and developed the brand direction “Inspired by community” - Through years of cultivating the group’s own community, Pure Apparel has listened to the thousands of voices of its students and teachers in developing products that answer their calls.
I led the Fall/Winter 2018 campaign and wholesale catalogue, including idea creation, art and graphic direction, model casting, image selection and layout design.
PHOTOGRAPHY
FOR SOCIAL MEDIA PURPOSE
with EOS 80D/iPhone 7
I have a clear and polished creative direction and an exceptional eye for beauty. My fresh and simple composition, and use of natural light has evolved from a deep love of shooting film.
I believe“equipment doesn't matter.” The skill, creative vision and the photographic eye helps to choose the framing for every shot and is a key component of taking great pictures.
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