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EMPLOYER
Weiden+Kennedy Shanghai
CLIENT
BMW China
MY ROLE
Art & Technical Director
TASK
BMW KV
MY RESPONSIBILITIES
Art Direction on product
YEAR
2018
WEIDEN+KENNEDY
W+K is an independent US advertising agency best known for its work for Nike (legendary slogan Just Do It was by W+K). Headquartered in Portland, Oregon, it is one of the largest independently owned advertising agencies in the world, responsible for some of world’s best ad campaigns such as “Smell like a Man, Man” for Old Spice; “Cog” for Honda and many more.
BMW CHINA ATL RETAINER PITCH
In January 2018, I was hired by W+K China on a part-time contract as creative consultant assisting in creative art direction for two different projects - BMW China ATL and Qiantan Taikoo Li (China’s biggest shopping mall chain) pitch. My task was to identify the look and feel for BMW cars in China and align with agency’s creative idea. I had 30 days to analyze the brand, get familiar with its product, target group and come up with a solution on how to portray BMW China. My final task was to deliver 5 different key visual proposals.