Art Direction, Web & UX/UI Design
One of the pioneers of fashion modernism, Guy Laroche launched his eponymous Paris couture label in 1957, with a clear aim in mind: liberating women’s bodies away from the New Look, towards a comfortable, understated elegance both “refined and discreet”.
The site mimics the layout of a traditional runway, with front and center navigation.
Creative Direction & Digital FX
Inspired by the transformative prowess of American actor and activist, Indya Moore, NYC-based photography team Saigon Duo and I collaborated on a photo story that would further explore the complex and emotive facets of Moore.
Photography: Saigon Duo
Styling: Bobae Mary Lee
Creative Direction
Campaign Video, Branding & OOH
A look back at 2021, told through the year’s biggest books.
This end of year campaign takes the viewer through a gradient-washed landscape of book trends and social media sourced content with gliding kinetic typography punctuating landmark themes such as Wellness, Social Justice and Sci-Fi.
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As we come to the end of 2021, it seems fair to say that the year didn’t turn out the way many of us hoped it would. We had high expectations of returning to normalcy after a year of lockdown, but of course, it wasn’t so simple. Alas, “Hot Vax Summer” was just not meant to be.
The past year was a dark one, and we faced numerous challenges. There was uncertainty about COVID-19 risks. There was a copious amount of misinformation about vaccines, among other things. We faced political unrest even as a new president took office, and we began to question the value of our time at work, prompting a Great Resignation. As always, there was the increasingly creeping dread of knowing that climate change has altered the planet irrevocably.
Amid the tumult of the year, we turned to books for so many different reasons: for cultural edification, in order to both make sense of our world and to escape it, to feel happily alone, or to share in the collective joys of discussing a novel with friends. In 2021, books remained the connective tissue of cultural movements and community-building, as vital as ever to social change even in the age of the internet. No matter the motivation for reading, books were there for us in 2021.
— MARIS KREIZMAN
Agency: Posture Media
Animation: Holographik
Illustration: Lynn Baik
Music: Lauren Flax
Creative Direction
For PANTONE, we wanted an optimistic and positive message to be sent out to the world considering today’s environmental and socio-economical climate.
This campaign envisions a community and green-centered future for us all, where technology can coincide with nature.
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PANTONE Color of the Year - A refreshing and revitalizing shade, Greenery is symbolic of new beginnings.
Greenery is a fresh and zesty yellow-green shade that evokes the first days of spring when nature’s greens revive, restore and renew. Illustrative of flourishing foliage and the lushness of the great outdoors, the fortifying attributes of Greenery signals consumers to take a deep breath, oxygenate and reinvigorate.
Art Direction & Design
Pioneered by celebrity makeup artist Rea Ann de Silva, Beautyblender is the OG beauty tool responsible for creating the category itself. On its 15th anniversary, it expanded into color with the BOUNCE Foundation line— 40 shades formulated with 24-hr moisture whip technology. Working with the brand’s marketing and PR teams, we created a global campaign which uplifted and took the brand straight to today.
Kicking off the launch in Soho, NYC, we created a BB Bodega filled to the brim with bubblegum pink corner-store staples.
BOUNCE to date is the most successful foundation launch in the history of Sephora.com.
Art Direction
Pioneered by celebrity makeup artist Rea Ann de Silva, Beautyblender is the OG product responsible for creating the beauty tool category itself. On its 15th anniversary, it expanded into color and skincare with the launch of BOUNCE foundation and Re-Dew setting mist.
Working with the brand’s marketing and PR teams, we created a campaign inspired by Miami’s electric nightlife and Art Deco neon lights. Influencers and beauty gurus were invited to preview the launch from the yacht to the clurb.
Creative Direction
An all women-led team work by Du Yun, Spa Theory and Hana S. Kim, “And then，All is Blossoming” 《原来，姹紫嫣红》presented by the Bureau of Garden Landscape of City of Suzhou.
An AR project trailer featuring the famed 80-year-old Kunqu Opera inheritor, performer, Shen Shihua, 沈世华。The work straddles between the UNESCO heritage site, The Master of the Nets Garden 网师园 and the Astor Court at the Met Museum 明轩. Looking at the classical aria from Peony Pavillon, it transmutes an eternal quest, in search of an innermost freedom. This year marks the 40th- year anniversary of the Astor Court, which was built after the Master Nets Garden : this was the first cultural project that China and US collaborated and built since re-established their diplomatic relations back in 1979.
Conceived, Directed & Music by Du Yun 杜韵
Featuring Kunqu Opera performance by Shen Shihua
Aria from Kunqu Opera, Peony Pavilion
A Spa Theory & Hana S. Kim Production
Creative Direction & Concept: Angela Fan
Creative Direction: Kim Mai Tran
AR Design, Animation & VFX: Hana S. Kim
New York Producer: Olivia Obin
Editor: Madison Velding-VanDam
Animation: Josh Shaffner
3D Modeling: Marii Yoshida
Line Producer: Mengtong Guan
Production Assistant: Jamie Leidwinger
Suzhou Yi Zhou Cultural and Media Co.
Global Strategy, Event Conception, Internal Communications Development
Laboratoires La Prairie represents exclusive, scientifically advanced skin care. The brand’s origins can be traced back to the famous La Prairie Clinic in Montreux, Switzerland – a pioneer in anti-aging cellular therapy.
Working with their US and global marketing departments, I developed launch event concepts and internal communication guidelines.
Understanding that the brand’s DNA is rooted in innovation and science, it was imperative to keep concepts aligned with emerging technology.
Creative Direction & Live Visuals
For MoMA PS1’s Spring Performance Festival 2018, my XR + creative studio, Spa Theory collaborated with Brooklyn-based artist, Macy Rodman for her performance in The Dome.
Wanting to express how social media and its effects on our perception of reality can be both fantastical and distorted, we integrated in real-time live recordings of her performance along with pre-recorded chat sessions.
360 video was also captured for an upcoming VR experience.
Live Visuals and Direction, Angela Fan, Spa Theory
360 Video and Direction, Olivia Obin, Spa Theory
Photography, Walter Wlodarczyk
Creative Direction & Curation
12 signs. 12 months. 12 events.
ZODIACK was an art and music event series based on archetypes represented in western astrology— a celebration of the different facets of human nature. Based in NYC, our mission was to prosper creativity, care and inclusivity in our local community.
Each month we curated a diverse lineup of artists, designers and performers, producing custom live and experiential visuals for each. Along with experiential design and digital promotion, we facilitated collaboration between talent— resulting in crossover EPs, music videos and fashion shows.
Past performers and hosts have included Aquaria, Ben Ross Davis, Celestial Trax, False Witness, FluCt, Geng of PTP, Horrorchata, Kazuki Koga, The House of LaBeija, Lady Simon, Live Footage, Luke Simon, Keijuan Thomas, Macy Rodman, Michael Magnan, quest?onmarc, Stud1nt, Sussi Suss, TT the Artist, Tygapaw, Untitled Queen, Victoria Kim and VIOLENCE.
Live Visuals by Spa Theory
Photography by Santiago Felipe and Sima Ajlyakin
Art Direction
The Museum of Plastic project was formed by ocean conservancy Lonely Whale to raise awareness toward the detrimental effects of manmade pollution on our oceans and marine life. At the Miami Art Basel launch, I concepted and created a 40’ LED aquarium wall installation- one that portrayed a possible polluted future for our oceans if we do not adopt a more sustainable, plastic-free future.
Co-Director & Production Designer
Following the release of 2017 Pulitzer Prize-winning work Angel’s Bone by Du Yun and librettist Royce Vavrek , National Sawdust has partnered with all-female artist collective SPA THEORY to create one of this year’s first, if not only operatic music films.
Part art piece, part music video- this short features excerpts from the opera performed by mezzo-soprano Abigail Fischer and composer Du Yun. Angel’s Bone – a bold allegory about human trafficking– received its world premiere at the PROTOTYPE Festival in January 2016 and was met with widespread critical acclaim. Corinna da Fonseca-Wollheim of The New York Times hailed the composer’s singularity: “Ms. Du’s music obeys only her own omnivorous tastes and assured dramatic instincts,” while Anne Midgette of The Washington Pos t proclaimed the opera as “a work that gave me nightmares, yet one that I would nonetheless see again.”
Branding, Web Design, Photography & Packaging
Empire's mission is to advance health and well-being with natural mushroom products of paramount quality. With the founders’ backgrounds at RIT and John Hopkins, their products possess proven efficacy, unwavering safety and batch to batch reliability.
Art Direction, Design & Strategy
Working with both US and global departments, I art directed and developed all internal communications platforms including website, product launch material and branding guidelines.
Externally, directed and designed for their Fashion Week press activations and produced events for their NYC-based product launches. This included full scale visuals and installations.
With their merchandising team, we directed, storyboarded and designed interactive POS displays for major launches and holiday.
Creative Director & Photographer
Covering international fashion designers and talent at NYFW.
Art Direction
Essie has been the go-to nail color choice for millions of women for over 30 years.
Photography was always kept clean and refined aesthetic, to let the polish’s color shine.
Photographer: Tara DiGiovanni
Art Direction, Web Design
This microsite was created for press to live-stream Ralph Lauren’s first holographic 4D fashion show projected over NYC’s Central Park lake.
