Role:
Creative Direction/ Art Direction/ Design
Insta360
Peter McKinnon, known as one of the GOATS in Youtube cinematography and storytelling, brings a wealth of expertise in cameras, positioning him as a prominent figure in the realm of cinematic visuals. His influence extends far and wide, inspiring many aspiring creators to delve deeper into the art of visual storytelling.
So it makes perfect sense that we have teamed up with Pete to create the Peter McKinnon x Insta360 X4 exclusive packaging design and bundle.
Peter McKinnon is known for his distinct style and approach to branding and visual storytelling. By leveraging these key elements, we aim to create packaging designs that truly embody Pete's essence. His passion for minimalistic, sleek, and meticulously crafted designs sets his work apart.
Role:
Creative Direction / Ideation
Insta360
The Shaun White Snowboarding game was, and still is, a hit video game launched by Ubisoft in 2008. 16 years of riding virtual slopes. The cool graphics, awesome music, and realistic snowboarding experience allowed players to compete with Shaun White.
Since everyone's feeling nostalgic these days, we decided to revive a classic video game that has made a rad impact on people.
SEND IT, OLD SKOOL!
We recreated the classic video game featuring the real Shaun White. By using the X4 to capture the third person game player angle, we aim to deliver a fun and unique branding experience for our users.
Role:
Creative Direction / Ideation
Insta360
Meet the first action camera with a dedicated imaging chip for noise reduction and image processing, plus a 5nm AI chip for further processing and powerful performance. It’s a revolutionary setup with incredible results.
Teaser Video:
The objective was to produce a teaser video that would generate excitement and establish a buzz-worthy teaser within the action camera world.
Launch Event:
With a focus on action, we organized the Ace Pro 2 Launch event in an outdoor setting, spanning from the lake to the mountain peak. Insta360's Adam Stringer, along with special guests @Es_dons, @haydenbsmith, @loam_ranger_mtb, and @Janelleavanruiten, provided an exclusive behind-the-scenes glimpse of all the new features and upgrades.
Launch Video:
n the launch video, we strategically showcased the Ace Pro 2, highlighting its distinctive features to captivate our audience and create a lasting impression.
Role:
Creative Direction/ Storyboard
Insta360
How do we create new hype for the next generation camera Insta360 X4 through a teaser and official launch video?
Content creators don’t just take technology at face value.
They aren’t just future camera buyers; they are where the future is created.
They don’t want brands selling them innovation; they want to be innovation, so lets elevate the awesome creators from around the world who are pioneering and remixing what camera technology can do for them.
Let them BE EPIC.
Epic high resolution, epic higher frames per second, epic camera, and an epic upgrade to the world of 360.
In this X4 campaign we want to hero the people who make the most of the latest flagship camera in the X series. The generation of people who are always creating and sharing, thanks to the superiority of the X seres. Because when life is truly epic, you want to share it.
X4 was built to let people record their most epic moments in life. With the visual power house of Cache Bunny, we take her editing skills to create a magical teaser video that takes us through the epic adventures of the X4.
Role:
Creative Direction/ Storyboard
Insta360
To launch the next GO series we wanted to show how powerful, creative, and fun this camera truly is.
4K has never been this small.
Our tiny but might action camera has been given a big upgrade in the world of 4k and a bunch of other fun upgrades that takes our little camera to the next level.
Role:
Creative Direction/ UX Design
Insta360
The homepage of a brand's website serves as a crucial touchpoint for users and plays a significant role in shaping their perception of the brand.
Insta360 is driven by a passion for empowering individuals to capture and share their unique perspectives.
Banner:
We wanted to create an impactful moment when users landed on the homepage by having a high-quality video playing, perfect to showcase the products features, benefits, to create excitement , and WOW factor.
Product Section:
Product Categorized carousel menu. Differentiate the products and make it easier for the user journey and first time visitors.
Accessories Entry Point:
Include an accessories section on the homepage to provide customers with a comprehensive shopping experience and cater to their diverse needs.
Branding + Additional Section:
Video and/ or static picture carousel that showcases various types of content. The flexibility of the carousel allows for easy customization and adaptation to different situations.
Enterprise Entry Point:
Businesses and organizations to access relevant information and resources.
Designs out in the real world, from magazine ads to billboards and everything in between.
Role:
Creative Direction/ Art Direction/ Design
EcoFlow
Built on the idea of Live Without Limits, EcoFlow DELTA Pro was the most successful kickstarter campaign, raising over 12 million USD.
We created an emotional connection with EcoFlow and the consumers through an immersive journey that sparked their interest and curiosity about the product that can power their home and truly be off-grid.
How to bring that to life?
We wanted to inspire our users to see the endless possibilities! That home can be taken on the road anywhere you go with EcoFlow DELTA Pro.
Role:
Creative Direction/ Video Ideation/ UX Design
EcoFlow
In the run-up to Earth Day 2022, we wanted to position EcoFlow as a positive source of renewable energy. Reframe power as positive.
EcoFlow flips this on its head. Now, people can be part of the change towards sustainable power. With renewable battery and solar technology at home, on the road, or in their RV, power is something to be optimistic about.
The element for the full campaign was inspired by the blue circle light displayed on the screen of the product. That element was going to be utilized throughout the whole campaign. The theme of the campaign was “Make the Change.”
We created a video (linked below), KV, landing page, and ads that fit into the campaign message that we developed.
Role:
Creative Direction/ Strategy/ Ideation/ UX Design
EcoFlow
One aspect of the EcoFlow brand is to tie itself with disaster awareness. Natural disasters can happen anytime without warning, affecting power supplies. EcoFlow wanted to help users prepare for the unexpected, protect their family, and let them live with peace of mind during power outages.
The tone was to invoke the sense of empowering, approachable, and trustworthy. This means delivering content that inspires, helps, and delivers a sense of security for users in a disaster.
That was how EcoFlow “Peace of Mind” campaign was developed to help prepare users for the unexpected and give them the right tools for the right disaster. This was done through video, landing page, and ad design.
Role:
Creative Direction/ Video Director/ Ideation
EcoFlow
When EcoFlow launched its smallest portable power station to the market, the brand wanted a creative video that would capture new consumers. So we put or pencil to paper and started to brainstorm.
For the EcoFlow RIVER Mini series we want to create a catchy and trendy video that targeted a new and younger audience. We wanted to showcase its portability and easy to use function.
So I thought, what if we had people run to a plug? And that was how the idea of “Free Yourself From the Wall” was created.
Everyone loves to work in a cafe (or anywhere outside the home) but the hassle of finding a plug is the true struggle. We wanted to elevate on that pain point and drive the message home by having a group of people running and fighting for that last plug, while our EcoFlow RIVER mini user sat back and watched it unfold.
Role:
Bradning/ Creative/ Creative Copy/ Design/ Deck Design
Gravity (Unity Music and Arts Festival)
It was 2016, and a small group of people in Shanghai began to think about the future of entertainment and music. The meeting was long, it was heated, but on thought was present ..... it was time to bring music down to earth.
Music is what united the group in the first place. That sense drew them closer together. Finally the key ideas were formed and the portal to the galaxy was opened. The planets were aligned and GRAVITY was formed. They were ready to show the world the power of music, Unity Music and Arts Festival.
The next step to make Unity Music and Arts Festival to life, I created a pitch deck to investors that raised over $8 million USD. Then the true work began. Long nights and intense work we came up with the whole look and feel of the festival, inspired by the stars above us.
The festival took place on September 2nd & 3rd, 2017. We brought international stars Ne-Yo and Tinashe along side stars Khalil Fong and A-Lin. It also featured Dutch artist Florentijn Hofman, hailed as Father of the Rubber Duck, unveiled his latest outdoor art installation. Food from around the world was there to fill the guest taste buds and abundance of cool indie shops to get the latest trends on.
Role:
Creative Direction/ Strategy/ Ideation
Corona
Corona is a lifestyle beer brand. More sun, more sunsets, more time outside. The brand wanted to create an experience for the people of Shanghai to feel the spirit of the beach.
The challenge that we needed to consider was Shanghai is an urban city, people are busy busy busy, and sunsets can be tricky with the weather. So we came up with a solution.
What if we controlled time? By using cutting edge technology to release those moments anywhere, anytime, by creating the perfect sunset moment. We built an indoor beach experience with the blend of technology to create the Corona Sunset “Spirit of the Beach” where guest experienced the Corona lifestyle.
Role:
Creative Direction/ UX Design
EcoFlow
As the EcoFlow brand recognition was growing, we felt it was time to updated the EcoFlow app page to a modern, clean and on brand experience. The goal of the page was to showcase the app functions to the user and a touch point for download.
Role:
Creative Direction/ UX Design
EcoFlow
As the EcoFlow brand started to grow, we wanted to build a variety of landing/collection pages to help with sales and SEO growth. It was important moment for the brand, because we wanted to elevate the brand website design into a modern, clean and functional page that fit the US and European market.
Yeah you read that right! I’m a deckhead!
Decks are a vital sources in any company and I want to elevate how decks can be designed and information presented. Here are a few of my favorites that come to mind.
Role:
Creative Direction/ Ideation/ Art Direction
LEGO
Christmas, the most wonderful time of the year, LEGO wanted to build a brand activation pop-up under the concept of “Build Christmas with LEGO Imagination!”
And what better way to kick off the festive season with a LEGO designed Santa Workshop. It was time to create something truly magical. With on brick at a time we brought to life Santa’s Workshop for families to enjoy and experience the LEGO brand.
The design had to incorporate photo-op section, a LEGO build section, and a meet and great with Santa into magical single sizable space.
Role:
Creative Direction/ Ideation/ Art direction
Adidas Neo
Adidas approached us to create a kick off NEW SS16 Q1 collection media event. We had to think of what kind of NEO experience we can provide to let media interact with the new product and understand the brand message “Now is good.”
We looked at the brand and what it stood for. NEO is now, now is good, not yesterday, not tomorrow but 100% living in the moment.
Inspired by Shanghai city, we came up with the concept of “My City, My Playground.” Rooted in the city. Inspired by the street style. The city is the place our consumers live. The place they explore their new experiences. The place they have fun with their friends.
By blending the city, the new collection, and sports, we created the NEO city urban playground.
Role:
Creative
EcoFlow
To kick off EcoFlow’s Christmas sales, we wanted to create a fun and festive video that will bring the spirit of the holiday but also stay true to the brand.
So we decided to build a life size gingerbread house powered by EcoFlow products.
Role:
Creative Direction/ Ideation/ Deck Design/ Art Direction
Goose Island
When Goose Island arrived to Shanghai, they wanted to make a statement and also educate the consumers about a new experience. So, they had this bold idea to mix whisky with beer and that was what triggered the concept “A Bourbon Affair.”
Create a secret party that would rock the consumers taste buds. A place where the consumer can experience the best of both worlds when beer and whisky come together for the ultimate affair. Speak easy and find the bourbon trail.
Guest arrive at a secret backdoor entrance that leads to the Goose Island Bourbon party. To showcase the quality and uniqueness of the product, guest entered an urban themed movie theater to learn about the history of Goose Island. From there they met the brewmasters who presented the tasting experience, enhanced with live music, bringing the right vibes to the atmosphere.
Role:
Sponsorship Deck Design/ Localization
Advertising Week NYC
As one of the biggest advertising, media, and innovation events in the world, we built up Advertising Week’s brand awareness and media exposure from the ground up.
In helping Advertising Week expand their influence and partnership with Chinese tech giants, we helped develop and design a deck that would speak to the local audience and tailor-made the sponsorship programs to fit the market.
We successful brought Alibaba, Tencent and Cheetah Mobile to the stages.
Role:
Creative Lead/ Branding/ Interior
CoHub
CoHub was one of the first grass root self funded co-working spaces that opened its doors in 2012 in Shanghai. We converted a historic lane house, in the heart of the city, with 95% recycled items, salvaged from local junk yards. It created a chill space for freelancers and startups, in arts, creative and marketing to have place to work, hangout, and host events.
With word of mouth, CoHub was featured in Shanghai Daily, City Weekend, Smart Shanghai, Shanghai 247, and ICS (International Channel Shanghai).
I really love Cereal Magazine’s aesthetics and design. I have a been a big fan of the magazine photography, layout, and overall vibe.
I wanted to make my own version of Cereal Magazine as a concept work.
All photos and copy credited to Cereal Magazine.
