SCA Advertising Campaign
Hong Kong Baptist University
On July 1st, Hong Kong Baptist University (HKBU) will inaugurate the School of Creative Arts (SCA), marking a significant milestone in the nurturing of the next generation of creative talent in Hong Kong. SCA, comprised of the Academy of Film, Academy of Music, and Academy of Visual Arts, is envisioned as the epicenter where artistry and technology converge. This convergence fosters interdisciplinary collaboration, enriching students’ learning experiences, and driving impactful research outputs within the realm of creative arts and culture. Delving into the creative and design concept behind the advertising campaign for SCA, aptly named DASH, which aims to convey the institution’s vibrant, modern, and artistic approach.
sector
education
work
creative direction / art direction / key visual / headline creative / photography / copywriting
Hong Kong Baptist University
SCA Advertising Campaign
On July 1st, Hong Kong Baptist University (HKBU) will inaugurate the School of Creative Arts (SCA), marking a significant milestone in the nurturing of the next generation of creative talent in Hong Kong. SCA, comprised of the Academy of Film, Academy of Music, and Academy of Visual Arts, is envisioned as the epicenter where artistry and technology converge. This convergence fosters interdisciplinary collaboration, enriching students’ learning experiences, and driving impactful research outputs within the realm of creative arts and culture. Delving into the creative and design concept behind the advertising campaign for SCA, aptly named DASH, which aims to convey the institution’s vibrant, modern, and artistic approach.
sector
education
work
creative direction / art direction / key visual / headline creative / photography / copywriting
CHALLENGE.
DASH faced several challenges during its creation. The primary hurdle was striking the right balance between artistic creativity and technological innovation. Ensuring that the campaign effectively communicated the essence of SCA‘s multidisciplinary academies—Film, Music, and Visual Arts—while maintaining a cohesive narrative was complex. Cross-medium adaptation from offline formats like MTR and Bus Shelter ads to online platforms such as website banners and social media required meticulous attention. Additionally, conveying the idea that creativity is innate, demanded unique visual and textual elements.
DESIGN AND CONCEPT.
The design concept was forged from the core belief that creativity flows like blood within the veins of the students at SCA. To capture this essence, we embarked on a visual journey that speaks volumes about the convergence of artistic flair and technological innovation.
The color palette plays a pivotal role in the DASH design concept. We opted for high-contrast colors, such as shocking pink and neon blue, to provoke a sense of uniqueness and ambiance, mirroring how creative arts should be presented. These colors vividly reflect the electrifying spirit of artistic expression, setting the stage for what’s to come.
Our creative vision extends to the collage of elements that seamlessly blend into the characters’ faces, serving as a visual testament to the concept of creativity being “in the blood.” These collages not only modernize the design but also underscore the charisma inherent in creative arts.
When it comes to photography, we take a bold step by adorning our characters with special makeup. This artistic choice exaggerates their “cool” personalities while reinforcing the contemporary presentation of each character. In choosing the costumes for the characters, DASH has embraced a monochromatic palette in black, grey, silver, and white. This decision was made to ensure that the graphics remain the focal point, avoiding distractions that colorful attire might create.
Our commitment to detail extends to the background graphics, carefully tailored to complement each ad version. These graphics serve as contextual elements, weaving a visual narrative that connects the
characters with the overarching message.
CREATIVE CONCEPT.
(content based)
The tagline, “UNLOCK ENDLESS POSSIBILITIES,” encapsulates the very spirit of creative arts. It signifies the limitless potential for innovation and unexpected outcomes that students can explore within SCA‘s nurturing environment.
Furthermore, we’ve introduced subtitles that align with the individual program offerings:
- “Think Future” embodies the overall capabilities and competitive edge of HKBU’s Creative Arts program, reflecting the institution’s forward-thinking approach.
- “Dare to Explore” aptly represents the Bachelor of Arts and Science (Hons) in Arts and Technology program, emphasizing the exploration of the diverse realms of arts and technology.
- “Dare to Change” characterizes the Bachelor of Arts (Hons) in Business Administration (Global Entertainment) program, highlighting the transformative power of merging arts, culture, and business management.
EXECUTION.
The DASH visuals are not confined to a single medium; they have been meticulously adapted for a wide array of formats, spanning from offline to online platforms. Whether gracing the MTR 12-sheet or the Bus Shelter 4-sheet, or making an impact on HKBU‘s website banners, social media channels, online newspapers, and the Google Display Network (GDN), DASH is omnipresent, representing a monumental leap in HKBU’s growth and movement.
In conclusion, DASH is not merely an advertising campaign; it’s a visual narrative that encapsulates the very essence of HKBU’s School of Creative Arts. It’s a vibrant, modern, and artistic showcase of the institution’s dedication to unlocking endless possibilities in the realm of advertising design and creative arts. As we proudly represent this significant university project, we invite you to embark on a journey through the limitless world of advertising design at HKBU’s School of Creative Arts.
CHALLENGE.
DASH faced several challenges during its creation. The primary hurdle was striking the right balance between artistic creativity and technological innovation. Ensuring that the campaign effectively communicated the essence of SCA‘s multidisciplinary academies—Film, Music, and Visual Arts—while maintaining a cohesive narrative was complex. Cross-medium adaptation from offline formats like MTR and Bus Shelter ads to online platforms such as website banners and social media required meticulous attention. Additionally, conveying the idea that creativity is innate, demanded unique visual and textual elements.
DESIGN AND CONCEPT.
The design concept was forged from the core belief that creativity flows like blood within the veins of the students at SCA. To capture this essence, we embarked on a visual journey that speaks volumes about the convergence of artistic flair and technological innovation.
The color palette plays a pivotal role in the DASH design concept. We opted for high-contrast colors, such as shocking pink and neon blue, to provoke a sense of uniqueness and ambiance, mirroring how creative arts should be presented. These colors vividly reflect the electrifying spirit of artistic expression, setting the stage for what’s to come.
Our creative vision extends to the collage of elements that seamlessly blend into the characters’ faces, serving as a visual testament to the concept of creativity being “in the blood.” These collages not only modernize the design but also underscore the charisma inherent in creative arts.
When it comes to photography, we take a bold step by adorning our characters with special makeup. This artistic choice exaggerates their “cool” personalities while reinforcing the contemporary presentation of each character. In choosing the costumes for the characters, DASH has embraced a monochromatic palette in black, grey, silver, and white. This decision was made to ensure that the graphics remain the focal point, avoiding distractions that colorful attire might create.
Our commitment to detail extends to the background graphics, carefully tailored to complement each ad version. These graphics serve as contextual elements, weaving a visual narrative that connects the
characters with the overarching message.
CREATIVE CONCEPT.
(content based)
The tagline, “UNLOCK ENDLESS POSSIBILITIES,” encapsulates the very spirit of creative arts. It signifies the limitless potential for innovation and unexpected outcomes that students can explore within SCA‘s nurturing environment.
Furthermore, we’ve introduced subtitles that align with the individual program offerings:
- “Think Future” embodies the overall capabilities and competitive edge of HKBU’s Creative Arts program, reflecting the institution’s forward-thinking approach.
- “Dare to Explore” aptly represents the Bachelor of Arts and Science (Hons) in Arts and Technology program, emphasizing the exploration of the diverse realms of arts and technology.
- “Dare to Change” characterizes the Bachelor of Arts (Hons) in Business Administration (Global Entertainment) program, highlighting the transformative power of merging arts, culture, and business management.
EXECUTION.
The DASH visuals are not confined to a single medium; they have been meticulously adapted for a wide array of formats, spanning from offline to online platforms. Whether gracing the MTR 12-sheet or the Bus Shelter 4-sheet, or making an impact on HKBU‘s website banners, social media channels, online newspapers, and the Google Display Network (GDN), DASH is omnipresent, representing a monumental leap in HKBU’s growth and movement.
In conclusion, DASH is not merely an advertising campaign; it’s a visual narrative that encapsulates the very essence of HKBU’s School of Creative Arts. It’s a vibrant, modern, and artistic showcase of the institution’s dedication to unlocking endless possibilities in the realm of advertising design and creative arts. As we proudly represent this significant university project, we invite you to embark on a journey through the limitless world of advertising design at HKBU’s School of Creative Arts.
