Art Direction
Before entering the UX field, I was an Art Director. In my advertising career, I’ve planted a beer ad in people’s dreams; created a Christmas tree out of bushfire items for charity; made edible finger lickin’ good nail polish; and created a limited edition sneaker trading cards that made hypebeasts go wild.
I worked as an Art Director at BBDO, Doner Advertising, and The Walt Disney Company.
My Ad experience has shaped my skills in concept development, storytelling, and the ability to think outside the box.
Between 2017 and 2019, I created some award-winning ad campaigns and participated in many real-world company projects. The following are some selected advertising campaigns I've worked on.
#1 Fujifilm Instax: Instant Print Camera
Fujifilm Instax allows people to get their pictures printed instantly.
Outdoor Ad #1
Outdoor Ad #2
#2 Airbnb: Live your dream
Airbnb is dedicated to providing customers with an interesting and exciting accommodations. How? By finding them their dream home.
Print Ads
Digital | A new feature in Airbnb app
People can take a photo or upload an image of their desired rooms/houses. The system will automatically recognize the picture and generate a list of similar homes.
Event
Airbnb will recreate a room from a classic TV show for people to visit, experience, and reminisce on some of iconic TV moments.
#3 Domestic Violence Prevention: No(EscapeRoom)
Copywriter: Victoria Pla Art Director: Ningning Zeng
Insight: Many victims of domestic violence are unable to escape the control of the perpetrator because they face many barriers such as lack of financial supports.
Big idea: For some women, there is no escape.
Print Ad
Experiential Video
We used the concept of the game, Escape Room, to convey our big idea that domestic violence makes it hard for some women to leave the room.
Our escape room activity is just like any other, but the eye-opening twist shows a darker look into an unknown common issue. This one-day execution will be taped with hidden cameras to get the real-time reactions on film.
#4 Happy Socks
Happy Socks is dedicated to spreading happiness by turning a boring, everyday essential item into a unique and colorful design.
Print Ads
Outdoor | Happy Socks Slot Machine
#5 Putt-Putt Installation (2018 Fall Intern Project)
All creative interns worked together to create a putt-putt installation that would be showcased in events during the Detroit Month of Design to celebrate creativity and to honor Detroit's designation as a UNESCO City of Design.
Credit to CHRISTOPHER ZARB | DEIJA HAYNES | JAY CHO | MARIA SMITH | ALEXIS GRESH | TAYLOR GRIMES | SYDNEY STEWART | FISHER RASMUSSEN | MALI TRUMBULL | CARLIE WIREBAUGH | NINGNING ZENG With the guidance of STEVE COLEGROVE | MARK ADLER | SCOTT TAYLOR | TOM ANDERSON
#6 Opioid Overdose Prevention: Heed The Warning
Copywriter: Victoria Pla
Art Director: Ningning Zeng
This campaign, created for the One Show Young One's Social Brief, aims to raise awareness of the opioid overdose epidemic.
INTERACTIVE WEBSITE - Innovative Perfect Dosage Bottle
In this interactive website (Heedthewarning.org), people will find our innovative Perfect Dosage Bottle, where they can learn more about our innovative pill bottle that aims to control and schedule pill consumption.
Print Ads
Thanks for taking time to view my art direction projects! Please feel free to reach out if you are interested to see more projects or if you have any questions or comments. Thank you!
Hope you have a wonderful day!