I still feel like 2005 wasn't that long ago, but wow it was - I can't believe 2005 was already 18 years ago.
In 2005, I worked as an art director in an advertising agency in Hong Kong.
I have participated in many interesting projects in this agency, but the most important project for me has to be the "2005 13th Hong Kong International Jewelry Manufacturing Exhibition".
From understanding the background of the campaign and the history of the organisation, to discussing the creative concept with the creative director and in-house visualist, and thinking of the campaign slogan with the copywriter, it was an intensive brainstorming session.
After coming up with some ideas and implementing them into different layouts, our client was very happy with one of the options. (The theme, as you may have guessed, is “temptation.” The client chose the fourth option below and I also think it offers visual storytelling and is more elegant to implement.)
Once the budget is approved, the next step is to choose the models.
We contacted several modeling agencies that we cooperated with and selected a few models that I thought fit the feeling of the imagining visual.
It was the first time in my creative career that I directed and led a model shoot live, so the day of the shoot was truly memorable.
Arriving at the studio 5 am in the morning, setting up the background and lighting with the photographer and his assistants, carefully unpacking the real jewelry sent by the manufacturer (with insurance of course - they cost more than our annual salary, gosh), to applying makeup to the model with the makeup artist, I also had to check the model's nails because her hands were very focused in the layout.
Only that the tailor made dress was done in a very short notice, it turns out to be a little too tight. I was ready to cut the back of the dress off in case if she can't fit it in.
The shoot went smoothly with no delays. Over the next few days, we received photos from the photographer, and I worked with the visual artist on image tones, lighting, and photo retouching. The Cantonese slogan is a custom design, not a computer font.
The client was very happy with the results. HKJMA has over 1,000 booths and 600 exhibitors from 17 countries. The response was unprecedented. The entire Hall 1 of the Hong Kong Convention and Exhibition Center was opened as an exhibition venue. More than 31,000 buyers came to visit. The exhibition attracted many Asian buyers from China, India, Philippines, Taiwan and Indonesia.
See more HERE
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