iamdirk.com http://hello.iamdirk.com I am an advertising creative director, a designer and a digital marketing professional based in Beijing, China. Fri, 18 May 2012 09:01:19 +0000 en hourly 1 http://wordpress.org/?v=3.2.1 Volkswagen Scirocco – Kingdom of Night http://hello.iamdirk.com/?p=337 http://hello.iamdirk.com/?p=337#comments Sun, 13 Nov 2011 17:04:08 +0000 admin http://hello.iamdirk.com/?p=337 China is nation defined by ancient stories. And today stories still play a big part in daily life, as people read constantly, at work, at home and on the road in subways and trains.

‘Xiao Shuo’ stories (short stories) on mobile phones are especially popular. Scirocco Kingdom of Night took this trend to a whole new level by giving it a multimedia dimension. For the first time in China, we created an interactive graphic novel for smart phones using HTML 5, optimized for mobile devices running on Android and iOS, as well as for PC and Mac browsers.

Working with DC/Marvel Comics team Andy Diggle and Jock we took the classic superhero story and gave it a modern twist. The hero, a guy who loves his Scirocco, his girlfriend and his nightlife, finds himself up against super-evil forces as an ordinary night out goes off the rails.

We crafted our mixed-media story using a collage of photography and illustration, carefully pieced together into 45 panels. Even the Chinese characters were designed by a professional comic letter setter.

The story was released as a printed Graphic Novella, on desktop, tablet and mobile, and achieved over 3.2 million page views and thousands of test drive requests

Case Study

Trailer

The printed booklet

Back and Cover


Inside Double Spread


Page 3 / 4


Page 5 / 6


Page 6 / 7


Page 7 / 8


Page 9 / 10


Page 11 / 12


Page 13 / 14


Page 15 / 16


Page 17 / 18


Print Ad Double Page Spread

]]> http://hello.iamdirk.com/?feed=rss2&p=337 0 eType Personality Cards http://hello.iamdirk.com/?p=356 http://hello.iamdirk.com/?p=356#comments Tue, 13 Sep 2011 17:13:00 +0000 admin http://hello.iamdirk.com/?p=356 eType – the personality card game APP for the iPad to get to know yourself and your friends.

eType is based on the scientific Enneagram personality test – but instead of answering a boring questionnaire, you simply pick 4 visual cards that best describe you and get an instant analysis. Play for yourself or with friends and colleagues and find out how you relate to each other.

The enneagram is a typology of human personality that has been used by millions around the globe. The eType cards is a patented card game that has been tested with thousands of individuals and will help you to better understand yourself and the ones around you.

Key Visual


Loading Screen


Home Screen


The cards on the table


Chose 4 cards that evoke strong feelings in you


You can also get rid of the cards you chose and replace with others


Your personal results journal


The open journal shows the results


The results library


Compare two types


Instructions

]]> http://hello.iamdirk.com/?feed=rss2&p=356 0 Volkswagen Touareg – A Journey Beyond http://hello.iamdirk.com/?p=228 http://hello.iamdirk.com/?p=228#comments Mon, 13 Dec 2010 08:10:01 +0000 admin http://hello.iamdirk.com/?p=228 Challenge
The New Touareg was the most important launch amongst the 2010 Volkswagen China imported car models. We planned to make its remarkable off road abilities, and levels of luxury into a bold statement about imported Volkswagens, and the Volkswagen brand in China. However, at the same time it was essential to preserve and build on Volkswagen’s heritage of making cars ‘for the people.’

Solution
Our idea was to show the New Touareg in stories and locations which would resonate with Chinese people on a deep and emotional level.

Our launch demonstrated how not just challenging landscapes, but also challenging cultural differences can be overcome and even celebrated in today’s China. And we chose the rugged landscapes, and ethnically diverse people, of China’s far western semi-autonomous region, Xinjiang to be New Touareg’s co-stars.

The heart of our campaign was an emotional 21 minute film, and an exciting and spectacular TV ad which would work together. The story of the TV ad is also the climax of the film, but the ad and film can both be viewed independently.

Both were shot by the native Xinjiang Director, Lu Chuan, and the film was released in three parts online in the month before launch to create buzz and excitement.

100 Sec TV Commercial

27 Minutes Short Film

Print Campaign

Launch Print Ad


Launch Print Ad


Launch Print Ad

]]> http://hello.iamdirk.com/?feed=rss2&p=228 0 TRIBAL DDB – Asia-Pacific Showcase http://hello.iamdirk.com/?p=306 http://hello.iamdirk.com/?p=306#comments Fri, 13 Mar 2009 16:18:52 +0000 admin http://hello.iamdirk.com/?p=306 The 17 offices in Tribal DDB Asia Pacific produce many a great campaign throughout the year. To celebrate the best of the best, we launched a creative portfolio at www.tribalddbasia.com

The design approach of the site came from three angles: It needed to be visually simple and put the actual work into the foreground. At the same time the site had to be striking and impactful to get a small “whooo” moment from viewers. The third angle was branding and we decided to play around with Tribal’s logo shape, which looks different in every market.

Out came a simple but slick portfolio site, done in Flash Papervision 3D. It plays with the Logo we all love and showcases the work we are all proud of.






]]> http://hello.iamdirk.com/?feed=rss2&p=306 0 MOTOROLA – Slash it with Beckham http://hello.iamdirk.com/?p=247 http://hello.iamdirk.com/?p=247#comments Tue, 13 May 2008 15:21:34 +0000 admin http://hello.iamdirk.com/?p=247 The MOTORAZR is so thin and so strong, it can cut through anything, from paper to steel. You got to feel this for yourself. If you hold an open RAZR in your hand, you feel a special kind of power. It’s elegant, stylish and commanding. It makes you feel like, well like slashing things with it.

This website launched the MOTORAZR in Japan with David Beckham.









]]> http://hello.iamdirk.com/?feed=rss2&p=247 0 MOTO ROKR http://hello.iamdirk.com/?p=327 http://hello.iamdirk.com/?p=327#comments Tue, 13 Mar 2007 16:39:04 +0000 admin http://hello.iamdirk.com/?p=327 The MOTOROKR E6 is an all-in-one entertainment station: Music, video, games and much more. Once you have it, you not going to give it away.

In this interactive banner you need to use every trick to get Jay Chou’s MOTOROKR.

]]> http://hello.iamdirk.com/?feed=rss2&p=327 0 WWF – Don’t let this be the end http://hello.iamdirk.com/?p=111 http://hello.iamdirk.com/?p=111#comments Mon, 01 Jan 2007 00:00:00 +0000 admin http://hello.iamdirk.com/?p=111 The Asian Tiger is nearly extinct – not because it’s unfit to survive in its environment, but due to excessive human poaching. WWF wanted to change behavior before it is too late. Part of that effort included sending an email to their database group of supporters along with a MMS message and using a banner ad to draw attention from potential supporters while getting the message out there that their extinction is of extreme concern.

Email


WWF Banner


Mobile MMS

]]> http://hello.iamdirk.com/?feed=rss2&p=111 0 Audi Quattro – A gripping story http://hello.iamdirk.com/?p=142 http://hello.iamdirk.com/?p=142#comments Wed, 11 Jan 2006 16:06:33 +0000 admin http://hello.iamdirk.com/?p=142 Audi set a milestone in drive technology 25 years ago with Quattro permanent four-wheel drive. The “25 years of Quattro” campaign had to celebrate the achievements and educate the online audience about the benefits of Quattro technology: More driving pleasure and more safety through a perfect grip, no matter in what condition.

Audi Quattro Banners

]]> http://hello.iamdirk.com/?feed=rss2&p=142 0 AUDI Q7 – Adventure Chonicles http://hello.iamdirk.com/?p=198 http://hello.iamdirk.com/?p=198#comments Tue, 13 Dec 2005 06:27:19 +0000 admin http://hello.iamdirk.com/?p=198 Challenge
The new Audi Q7 is the first 3rd generation premium SUV. The car sets new standards in this segment with its 4 defining characteristics: design, performance, luxury, and individuality. The campaign had to create awareness and anticipation around the Q7 launch and generate leads for dealer follow up.

Solution
Under the brand idea of “discover your own adventure”, the integrated campaign was designed as a broad societal project of a philosophical & intellectual nature to redefine the meaning of adventure. 16 Chinese celebrities stated their personal adventures in the fields of design, performance, luxury and individualism. Their interviews were then published in four leading Chinese magazines as the “Audi Adventure Chronicles”.

The website played a central role in the campaign. Starting from the campaign visual of a coastal villa, users can literally move to three hotspots: They can go outside to explore the car, they can sit down on the table and read the chronicles and through the picture-frame can participate at the “what adventure have you discovered” competition.

Website Home


Website Carpark


Website Details


Booklet

]]> http://hello.iamdirk.com/?feed=rss2&p=198 0 MOTOMUSIC – Get closer to Jay Chou http://hello.iamdirk.com/?p=174 http://hello.iamdirk.com/?p=174#comments Sun, 11 Dec 2005 16:54:47 +0000 admin http://hello.iamdirk.com/?p=174 Challenge
Chinese consumers are used to download unlicensed, and therefore illegal, music from the internet to play it on their computers or mobile phones. Motorola China wants to make MOTOMUSIC.COM.CN the number one legal digital music download site in China. To kick-start MOTOMUSIC.COM.CN, Motorola signed Asia’s number one pop star, Jay Chou.

Solution
The 360 campaign including TVC, MTV and Channel V indents, viral, email, banners and a campaign site, promoted Jay’s new album, now exclusively for download on MOTOMUSIC.COM.CN.

The website, as the key element of the campaign, was built on the idea of getting close-up to Jay, a rather un-approachable pop legend. It offers the tracks a full length MP3 and ringtone download. 8 extremely rare interviews with Jay can be seen, a behind the scenes video and director cuts of the TVCs can be downloaded and a video mixer gives the user control over Jay’s dance moves.

]]> http://hello.iamdirk.com/?feed=rss2&p=174 0