Four-Forty-Four

2023 Individual work

Art direction

FOUR FORTY FOUR consisted of directing four different pitches for four different brands in four different industries. This project was assigned as an Art Direction complete experience, where we were not only in charge of coming up with the concepts, big ideas and overall direction of the work, but we also had to be the owners of every element of content we used. Every image (including mockups) is taken by me or has been guided by my art direction. The only things that were preexisting in this project were the brand logos and the fonts I used.

Industry: Stationery & Writing Implement

Product: Lamy (/ˈlɑːmi, ˈlæmi/) is a German pen manufacturing company. Lamy was a pioneer in the use of molded synthetic plastics to make their products. The LAMY is a timelessly modern pen for the young - and the young at heart - and is in a class of its own.

The big idea: For a professional its not just a pen. #Not Just A Pen

This concept was inspired by my father (a business professional ) who often had the habit of keeping his pen in his T-shirt pocket. He would always get annoyed because he couldn't find his pen. Thus, the pen in the pocket concept was created.

The big idea: Write.Sketch.Draw. #Not Just A Pen

I am always drawing something in my diary, I usually prefer drawing over writing. The period on the paper represents the end of the drawing and symbolizes the end of the day. This advertisement has been placed in a school library, to show students the versatility of the pen.

Industry: Cleaning Product

Product: Scrub Daddy is a cleaning product company. It is best known as a sponge which is in the shape of a smiley face. The product is made of a polymer that changes texture – firm in cold water and soft in warm water.

Three big ideas :

  • Dirty dishes: Scrub Daddy always stands by any clean work

  • Struggled face VS Smiley face

  • We need scrub daddy to make more miles for dishes

Restaurant & Garage

The one ad places in restaurants, tells people that it is time to clean dishes when they arrive home. The second ad places in a garage, to remind customers to clean dishes by Scrub Daddy.

Industry: Food & Beverage

Product: Ziploc is a brand of reusable, re-sealable sliding channel storage bags and containers originally developed and test marketed by The Dow Chemical Company in 1968. The plastic bags and containers come in different sizes for use with different products.

Two big ideas

  • The use of half fresh bananas and half nearly rotten bananas indicates the powerful insurance of the Ziploc bag.

  • Pouring four small bottles of milk into the Ziploc bag shows the large capacity of the bag, and it shows that the bag is well sealed.

  • Bus Stop & Social Media

    The one ad places at the bus stop, shows people you can grab snacks in your Ziploc bags, then you can eat for free during your wait on the bus. The second ad places on Instagram, shows people Ziploc bags' have useful functions.

The Cafe / Career Fair

The one ad has been placed in a Cafe window, to target employees with ambition for success. To inspire them to become professionals with a pen. The second ad has been placed in a Career fair, to encourage people to find better jobs.

Industry: Paper

Product: Cottonelle is an American brand of toilet paper. Cottonelle® Toilet Paper is biodegradable, made with water and renewable fibers, and sourced from responsibly managed forests. Cottonelle's mascot was originally a woman. At the time, the commercials usually consisted of how soft the roll was by showing a cotton ball and comparing it to the product itself.

Three big ideas :

  • Created by placing toilet paper on two pieces of black cardboard and then arranging a kind of ski resort visual effect. The design of toilet paper as a ski trail reflects the softness and smoothness of toilet paper.

  • Created by folding the toilet paper into roses and using ink drops on the paper surface to allow the roses to absorb the ink.

    It shows the absorbency of the paper and which is equally as soft as the petals of the flower.

Restroom & Target (Supermarket)

The one ad places in front of the restroom reminds people Cottonelle is the best choice. The second ad places at Target. Let customers know Cottonelle is the best choice.

Credits

Yuting (Tibo) Zhu

Professor Brian Harrison

Savannah College of Art and Design

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