1 - VANS The Fat Year
Brief
This project was created for Vans CNY 2019, which marked the Year of the Pig in the Chinese zodiac. After analysing the brief, it is clear that the client is looking for a unique and positive way to showcase the “pig” motif through a collaborative product design with the artist.
This concept needs to be supported by a cohesive framework, including a strong thematic idea, visual elements, commercial video content, and in-store design.
Approach
We didn’t want to use “pig” directly to represent the year. Instead, we chose “fat” — a common trait associated with pigs — as it offers broader emotional and cultural connotations. For example, phrases like “Fat City” or “chew the fat” suggest ease and abundance. In Chinese, when we say someone is bold, we might say “胆肥” (literally: ‘fat gall’), which conveys courage.
In this project, FAT came to symbolise freedom, ease, and nonchalance. We built the concept around these ideas, reflecting the current mindset of Chinese youth and aligning it with Vans’ spirit of independence and self-expression.
My Role
I was involved in all stages of the project’s creative and strategic development, beyond just visual execution.
As the art director, I established the overall visual identity, building the concept around the theme of “expansion” and the idea of “fat.”
I designed window displays and in-store installations for Vans across the Asia-Pacific region. Also, I participated in the production and direction of the commercial video and posters, including prop design and set styling.
I was involved in all stages of the project’s creative and strategic development, beyond just visual execution.
As the art director, I established the overall visual identity, building the concept around the theme of “expansion” and the idea of “fat.” I designed window displays and in-store installations for Vans across the Asia-Pacific region. Also, I participated in the production and direction of the commercial video and posters, including prop design and set styling.
2 - VANS X BILIBILI
Brief
Vans Custom is Vans’ user customisation platform, where users can upload their own images to be printed on Vans shoes.
The client aims to increase brand awareness among younger audiences, while also strengthening the brand’s approachability and overall brand perception with this demographic.
Approach
Based on research and an overall evaluation of influence and reach, we decided to collaborate with Bilibili, one of the most active video platforms among young audiences in China.
Visually, the collaboration incorporates Bilibili’s two well-known characters along with the platform’s iconic visual elements, combined with the artist’s distinctive graffiti style.
The campaign rollout includes posters, media videos, co-branded products, packaging design, as well as offline events and exhibition booths.
My Role
As the art director for this campaign, I
led the campaign planning
.
Adapted and redesigned the illustration materials to establish the overall visual identity of the project. Designed the shoe box packaging, installation display, and promotional video. Additionally, I served as the host of the promotional event and provided artistic guidance to participating artists.
As the art director for this campaign, I led the campaign planning .
Adapted and redesigned the illustration materials to establish the overall visual identity of the project. Designed the shoe box packaging, installation display, and promotional video. Additionally, I served as the host of the promotional event and provided artistic guidance to participating artists.