RON LU

Having the opportunity to create for a brand you love, is a rare honor.

For me, Yokohama tires has always been on the top of my very very particular list of tire companies. Their branded cars were so iconic especially in the rally car scene. My favorite livery to pick in video games. The company even has a strong presence in one of my favorite Jackie Chan films, Thunderbolt. Granted, I'm not a car guy, a racer, or a hobbyist, but an appreciative spectator that has always had a soft spot for the red stripes.

With this in mind, I created trade magazine ads and media content for Yokohama tires that reflect its recognizable brand strength. The work reinforces the reputation of their products with the strategic use of the red stripes.

Agency: Sweet Spot Media
Client: Yokohama Tire

Despite having a membership with so many benefits, Walmart+ had trouble with visibility. Through paid media on social, we highlighted the many ways members can save time and money.

The first batch of ads promotes the benefit of saving on fuel with a Walmart+ membership.

The second half feature other Walmart+ benefits including: alcohol delivery, back to school savings, and early access to holiday shopping.

I worked on design, art direction, illustration, and production for these static and animated pieces.

Agency: Deutsch LA
Client: Walmart

During the pandemic, Walmart stepped up its effort to promote Online Pickup and Delivery options for customers.

I worked on social ads and banners to promote the many features of Walmart’s safer shopping experience, including: contact-less home delivery, curbside pickup, expert produce pickers for online shopping, and shopping within the app.

We created a template system that would allow a simple message to live alongside meaningful imagery.

Agency: Deutsch LA
Client: Walmart

During the NFT hype, I worked with some colleagues to learn how to launch a NFT art project. We created a set of 10k unique ice cream NFTs and allowed people to mint them for free. We did not promising any financial gains. We did not make any profits from users. This was purely for fun!

I was responsible for nearly all of the art and design of this project. Through coding (from a programmer), we were able to create 10k ice cream NFTs using over 100 individual elements (ice cream flavors, cones, toppings, backgrounds, etc).

In addition to the NFT set itself, we created a portal site for minting the NFTs, and some ads for social.

Super Ice Cream Party site

Super Ice Cream Party NFT collection on OpenSea

This is a Keynote deck that I designed for an agency to pitch their media influencer plans for an upcoming brawler game from Warner Brothers, Multi-Versus.

In a scrappy effort without the help of a proper style guide and asset library, I was able to extract visual elements from the game’s media outlets and create a design system for a presentation deck. This includes all of the character art, the patterns, and backgrounds.

This deck’s information has been replaced with Greek text, as it is confidential to the agency.

In hopes to landing a Webby, DeutschLA tasked me to create a landing page showcasing their Taco Gifter project.

Not shown: fun taco and sauce icons falling, many many animated gifs, and parallax effect of said gifs.

Agency: Deutsch LA
Client: Taco Bell

During the pandemic, I’ve started watching and really enjoying AEW Pro Wrestling. Along with a couple of friends, we started a side project to marry our passions for this wrestling company, classic trading cards, and the (then relevant) NFT hype.

The first series was a set of 12 cards, six of which, were my illustrations. I designed the card to be a direct homage of the Marvel Universe series 1 cards, with a corresponding animated video that features both sides of the card.

While this project did not gain any public attention, it was such a pleasure to create and put out there in the metaverse. Perhaps one day, they will be printed.

DeutschLA created a unique experience with a new spin on edibles The California Dairy Dispensary, by The California Milk Advisory Board, looked like a high-end cannabis shop but served cheese and ice cream. An event worthy of a Webby!

I created the landing page for the event in hopes to quickly communicate the concept to the judges.

Agency: Deutsch LA
Client: The California Milk Advisory Board

These are a couple of campaigns created for 7-Eleven’s social channels.

The first set was created in response to the sensitive situation that COVID-19 created. The stores aimed to be a sense of relief for people as they try to find normalcy while being sheltered-in-place. Paired with optimistic and humorous copy, the 7-Eleven stripes moves forward while reinforcing brand colors.

The second campaign featured a fun misdirection. At first glance. we see a generic ad with a model. The model then “takes a break” from their post by walking away and enjoying a 7-Eleven beverage.

Below that, a few examples of simple and fun animated social posts.

Agency: Deutsch LA
Client: 7-Eleven

A couple of illustrations I created for new 7-Eleven Slurpee flavors: Piñata Colada (Piña Colada flavored) and Cherryisthebomb.com (cherry flavored)

This Instagram user found a Slurpee machine with both Piñata Colada and Cherryisthebomb.com flavors!

Agency: Deutsch LA
Client: 7-Eleven

To promote the upcoming Deadpool 2 film, Deadpool himself took over 7-Eleven stores and added a little flavor around the store. A little doodle here, a copy edit there, while barely keeping it rated PG.

I worked on designs and illustrations on the in-store signage, digital menu boards, concept art, and storyboards for a promo video.

Agency: Deutsch LA
Client: 7-Eleven

Branding, Advertising, Illustration

Every year, Konami Gaming, Inc showcases their next big thing at the annual Global Gaming Expo (G2E) in Las Vegas. It's the biggest convention in the gambling and gaming industry. We were tasked to create a brand campaign that would show off their wide range of new products, while highlighting what Konami Gaming is known for: their engineering. We needed to remind casino owners that Konami offers games and systems that will bolster their casino floor. We created wall graphics, booth graphics, digital and printed materials, and other paraphernalia that resulted in Konami's most successful G2E appearance yet.

Agency: Pitch
Creative Director: Josh Paialii
Sr. Designer: Ron Lu

Branding, Advertising, Illustration

Burger King's Kids Meal lacked a cohesive identity worldwide. In the United States, the toys were the branding. In Spain, there was a Diver King logo with cartoon kids. In Germany, there was a 3D kids meal box mascot.

To unite the brand, we created a group of cute characters and fun world for them to live in. The King Jr. Meal features the a crown character with a supporting cast of Burger King food item characters. The King Jr Meal is now a global program that bring fun into food packaging, crowns, party kits, games, and more.

Here, I was able to illustrate the characters and environments, as well as create the logo and design the packaging in this faux-paper world.

Agency: Pitch
Design Director: Helena Skonieczny
Assoc. Design Director: Gary Shum
Sr. Designer: Ron Lu

Branding, Advertising

These are various printed goods for San Manuel Indian Casino & Bingo to support their All Thrill brand campaign. When the casino launched an Asian-themed luxury game room, I created a brochure and ads. They wanted to upgrade their business cards, I gave them a premium feel. They wanted to breathe life into their casino bar, I created promotional mailers that was infused with the nightlife energy. They were playing around with the idea of adding a hotel, I created a couple hotel concepts to help them focus their ideas.

Agency: Pitch
Design Director: Helena Skonieczny
Sr. Designer: Ron Lu

Design, Advertising, Copywriting

Pinkberry tasked us to create a sub-brand for their new catering business. Great for weddings, gatherings, and office parties, the look was designed to be festive, informative, and inviting.

I created the logo, patterns, layouts, and overall design. 

Agency: Pitch
Chief Creative Officer: Xanthe Wells
Sr. Designer: Ron Lu
Copywriter: Kadesha Goins

Photo creds for the brochure: Kadesha Goins

Art Direction, Branding, Advertising, Illustration

For the premiere of Frogger themed slot machine games, Konami Gaming, Inc. needed a promotional video and various ads to generate buzz for this nostalgic property. The fun part of this game is the bonus feature that brings the player back into the 80s with the original 8-bit styled frogger crossing the road, dodging cars, leaping onto logs, to get the rewards.

My involvement includes art direction of the video, and design of all advertising materials.

Agency: Pitch
Design Director: Helena Skonieczny
Sr. Designer: Ron Lu
Art Director: Jennifer Ho

Design

Disney Consumer Products partnered with Sephora to create the first make-up series for adults. Each set was inspired by the Disney Princesses, starting with Cinderella and Jasmine. The packaging and products were decorated with elements that pushed the storytelling of their respective films. There are illustrated icons of Cinderella's journey hidden throughout the packaging. Jasmine's packaging resemble the Arabian latticework throughout her palace. With an abundance of metallics, foils, and die-cuts, this series sold out in stores and quickly became collector items.

Company: Disney Consumer Products
Creative Director: Lourdes Moscoso-Ransier
Creative Manager: Chad Sommers
Designer: Ron Lu

Design, Advertising

fresh&easy already had a good reputation of being a convenient alternative grocery store with healthier options. To reward it's customers, the Friends of fresh&easy program was created. We designed a loyalty card as the centerpiece of the campaign. The card was accompanied with an attached piece that best explained how the program worked.

Throughout the market, we created signage to encourage customers to get rewarded for something they already do: buy groceries.

Agency: Deutsch LA
Design Director: Jon Ritt
Assoc Design Director: Marius Gedagaudas
Designer: Ron Lu
Designer: Ritz Cayabyab
Copywriter: Tiffany Partnoff

Various logos that I’ve enjoyed developing over the years.

Ron & Lisa

This is an engagement photo series based based upon the Saturday Night Live tv bumpers created by Mary Ellen Matthews. With our initials being similar to SNL, and our wedding happening on a Saturday night, the idea was fun way to showcase our personalities.

Populating our wedding website with the library of images, we were able to share our love's story with friends and family.

Creative Direction: Ron Lu
Photography: Christopher Lee
Photo retouching and recolor: Ron Lu
Copy: Lisa Lu