Key Visual Design plays a significant role in art direction because once it is finalized, it can be efficiently applied to all media across various platforms.

Nespresso Welcome Stream Visual Exploration / 欢迎流量的视觉探索

目标：
- 欢迎更多新消费者
- 说服他们这是正确的选择
- 销售

The Goals:
- To welcome new customers
- To demonstrate they made the right choice
- To sell capsules

我利用自己在引人注目的图形处理方面的优势来创作抓人眼球的三个版本的艺术：

Version 1: A delightful blend of sweet and hot passion ——— Nespresso CARAMEL TOFFEE LATTE
焦糖拿铁的甜蜜热情，就像这一对恋人一样

翩若惊鸿，婉若游龙，
荣曜秋菊，华茂春松。
髣髴兮若轻云之蔽月，
飘飖兮若流风之回雪。
远而望之，皎若太阳升朝霞。
迫而察之，灼若芙蕖出渌波。

自古以来，东西方人的爱火同样炽烈：
不仅曹植对洛神如此，
西方摩登女郎对古希腊男神也是这般望穿秋水的呀～

VISUAL REFERENCE:
Dali’s surrealism & modern collage

该雕塑是纽约大都会艺术博物馆的标志性雕塑
The sculpture from the above design is: Fragmentary colossal head of a youth, The Metropolitan Museum of Art, New York

MOODBOARD:
浓郁、粘稠的焦糖口感

Version 2: Featuring playful music notes.

我借鉴康定斯基的作品来创造这种俏皮但优雅的音乐表达。
当喝着 Nespresso咖啡时，感觉就像在欣赏一场古典管弦乐团的音乐会。

VISUAL REFERENCE:
Wassily Kandinsky Compositions

Version 3: Featuring the grandmasters of Art and Techniques.

大师们精湛的艺术水平和技艺

VISUAL REFERENCE:
The iconic brush stroke treatments inspired by painting masters.
每一个绘画大师都有专属于自己的标志性笔触方式。把它们融合一起的精萃就好像这个咖啡一样

B2B Fall Promo Emails:

Credit:
Agency: Brand Tuitive, New York
Creative Director & President: Jeanine Debar

L'Occitane Midsummer Night’s Dream

仲夏夜之梦

Year: 2019

Budweiser 3D Interactive Selfie

Porsche China Pitch

Romeo 505 Cigar

Summer 2016

Package Design:

Key Visual:

Moodboard:

Manifesto:

Posters:

Website Intro Page & Homepage:

Las Vegas Convention Center Booth in 2016:

Credit:
Atmosphere Proximity BBDO New York
Creative Director & Copywriter: Keith Ross
Associate Creative Director: Geovany Sosa

Public Theater Play Posters

Dual Personality 双重人格
—— William Wilson by Edgar Allan Poe

Year: 2010

Instructor: Olga Mezhibovskaya

Boston Children's Hospital

In the near future, doctors at BCH will have the ability to diagnose future diseases by studying human DNA.

不久的将来，波士顿儿童医院的医生们将有能力通过研究DNA来诊断人们未来有可能会发生的疾病。

Large billboards in Boston Logan International Airport Terminal A, B & C.
Magazine Spreads on The Wall Street Journal Issued September 2013.

波士顿Logan国际机场A、B、C航站楼的大型广告牌。
刊登在2013年9月的《华尔街日报》上。

In current BCH research, the injection of oxygen into the bloodstream is being explored as a faster and safer emergency treatment for patients who are unable to breathe due to accidents.

根据波士顿儿童医院目前的研究，将氧气直接注射到血管中，对因事故而无法呼吸的患者来说，是一种更快更安全的紧急抢救方法。

Agency: MMB Boston
Creative Director: Neil Martin
Account: Remi Nichols, Jennifer Nichols
Production: Michael Greene

Just some of the children who've been treated at Children's Hospital.

Creative Director: George Goetz
Copywriter: George Goetz
Art Director: me

Children Picture Dictionary

Target Audience: Urban kids, 2-5 years young
Idea: Easy to read and self-knowledge of simple words

Year: 2010

Portfolio for Carin Goldberg (Art Director Club, Hall of Fame).