Concepts Come Alive
A Showcase of Art Direction
Tue Jul 19 2022
This collection showcases innovative approaches to event product art direction. Here you'll find concepts that transform verbal briefs into visually compelling experiences, integrating spatial design, activations, and cutting-edge art & tech. Each project reflects a unique brand identity, translated into engaging physical spaces. Discover the power of collaboration with event agency, 2D/3D artists, and freelancers to create impactful and budget-conscious event product art direction.
LandRover - Range Rover SV Showcase
I was tasked with developing the creative idea for an event celebrating Land Rover’s new Range Rover SV, a vehicle crafted with premium white ceramic material echoing the modernist aesthetic of their new Long Bien showroom. Recognizing the showroom's architectural resemblance to archives and museums, I set the direction for an “Automotive Art Museum” and advised the agency to collaborate with Le Giang, a renowned local curator and contemporary artist known for creating site-specific structures reminiscent of unearthed relics. This concept aligns with the brand's emphasis on the Range Rover SV as a work of art, transcending its function as a mere vehicle.
© Pyramid Event
Client: LandRover Vietnam
Art Director: Lạc Hoàng
Spatial Design: Yeni Nguyễn
Graphic Artist: Sơn Blue
McLaren Artura Launching
This art deck visualizes the launch event of the McLaren Artura - McLaren’s first hybrid electric vehicle. As an Art Director for the pitch, I've leveraged the Artura's innovative features: hybrid power and lightweight design, as the main ideas behind the creative. The theme of "hybridity" is explored both literally, reflecting the car's engine technology, and metaphorically, representing the target audience of powerful, successful women. Additionally, the concept of "lightness" is interpreted through the Artura's advanced materials and as a play on light and dark.
© Amberstone Event
Client: McLaren Vietnam
Art Director: Lạc Hoàng
Spatial Design: Đức Anh
Graphic Artist: Thành Bean
Project Manager: Airy CT
Beauty Inside You
© Amberstone Event
Client: H2Y
Art Director: Lạc Hoàng
Spatial Design: Đức Anh
Graphic Artist: Thành Bean
Project Manager: Airy CT
Audemar Piguet
© Amberstone Event
Client: Audemars Piguet Vietnam
Art Director: Lạc Hoàng
Spatial Design: Đức Anh
Graphic Artist: Sơn Blue
Project Manager: Trúc Nguyễn