Tag Archives: Art Directing

Art Director Hanna Petersson creates visual spectacle for Samsung

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Hanna Petersson

When Hanna Petersson sits down at her desk, ready to take on a new art project, she doesn’t simply decide what looks good. As an art director, an appealing design is only a small aspect of what makes her work extraordinary. She has to design everything with her client in mind, thinking of end goals and the brand’s message. It is much more than artistry, it is intelligence and savvy, and Petersson embodies all of those things. She is an extremely in demand art director, working with some of the world’s largest companies, and she has no plans on slowing down.

Throughout her esteemed career, Petersson’s artwork has created dynamic advertisements for large brands, most recently Häagen-Dazs, Canon, Pringles, and T.J. Maxx. Her talent has earned her the reputation as one of Sweden’s best art directors; she is known for her creative imagery, and her artwork captivates. Millions across the globe have seen her work and may not have even known it. This is exemplified when she took on a project for Samsung, one of the largest and most well-known companies in the world. Working with WorkShop in Stockholm, Petersson took on the visual development and concept illustrations for the Samsung retail experience, called Experience Zone, which was a three-month installation at the three largest train stations in Sweden; Stockholm, Gothenburg and Malmo. She worked on the concept development of these pop ups and also created imagery used in the pop up to drive foot traffic. The Experience Zones attracted more than 200,000 people that came to look at the new Samsung products and interact with them.

“Samsung is one of the leading technology companies in the world, because they are not afraid to test things that have never been done before and they really embrace innovation to bring their brand and products further. They are a joy to work with because they understand that in order to really create the best experiences with their products, they need to trust in the creatives who work on developing campaigns and promotions for them. This makes for a great client-creative relationship, which is a good recipe for success,” said Petersson.

Initially, Samsung was looking for a way to promote their new products for the Christmas season, and wanted to target the three largest cities in Sweden. When reaching out to WorkShop, a Swedish company that specializes in branding and marketing for large companies, WorkShop knew Petersson was the right person for the job. She and her team immediately began coming up with a wide range of ideas that involved different ways of creating activations around the products. During this whole process, Petersson would bring ideas and also add conceptual sketches that she would then show to Samsung. She would describe the ideas and to get approval by the client to continue with a certain direction of the ideas, and then she started producing a physical space that would be inviting to a passerby, causing them to engage with the Samsung products that would be on display.

“When the creative agency I worked at was going to start this project, I was a part of the concepting team who came up with what the project was going to look like and how it would be possible to execute. The work was a lot of fun and I got a chance to experiment with new ideas and to bring innovative solutions to the table. The project was a great opportunity to really see a project from start to finish and I wanted to be a part of that journey and to make sure that I did everything in my power to make the project as great as possible,” Petersson described.

When Samsung approached WorkShop about the project, they knew they wanted the best team possible to help promote their brand. At the time, Petersson had already worked on a number of projects at the agency, constantly impressing those she worked alongside with her talent for concepting and coming up with innovative ideas even under a tight deadline. When building the Samsung team, Workshop knew Petersson could not only bring great suggestions to the project but also that she is a joy to work with. She also had a skill for putting down concepts and ideas on paper as sketches and illustrations showing exactly what she and the other creatives were imagining, so they knew that she would be a very useful asset to have on the team from day one.

In the end, Petersson’s contributions to the Samsung Experience project were essential to its success. She came up with different activations, ideas and designs for the final product. She consistently had innovative ideas and also produced conceptual illustrations for the ideas showing designs and potential activations. These sketches were used to sell the ideas to Samsung and to make them a reality, by being the guidelines for how the pop up location was built and designed. As the project went live, Petersson also helped with creating new events and designs for the pop up locations, which helped to further bring more people into the Samsung space and to increase sales by making more people try out the products and engage with them in a creative and fun way. This drive once again impressed all she worked with.

“Hanna has worked with several of WorkShop’s clients, including Swedish Match, Samsung and Apoteksgruppen. For Samsung, she participated in the creative process of developing a setup for a pop-up concept that was later realized at the central stations in Stockholm, Gothenburg and Malmo,” said Helena Hammar, Head of Projects & Consulting at WorkShop when Petersson was working with the company. “Hanna was a very valued employee and is solution-oriented, tremendously good at sketching, and has an ability to adapt to the missions at the same time as she has a personal creative expression. Her willingness and ability to take responsibility and to constantly evolve makes her very versatile and strong as a creative.”

Beyond colleagues, Samsung was extremely satisfied with Petersson’s work. Not only did she help increase their sales, she helped engage customers and the model was then carried to other countries. Petersson then worked on another project for Samsung, creating illustrations for maps that were used to engage visitors in different stations during the Winter Olympics. Evidently, Petersson is truly an exceptional art director, and she loves every minute of what she does.

“There was so much to enjoy from working with Samsung. Not only did I get to try out new ideas and see them become reality, but I also got a chance to work with some really nice collaborators and to work together to ensure the best possible end product. I very much enjoyed seeing a project through from first day until the end and all the work that went into making it a reality. It was a lot of hard work but it was all worth it and seeing different ideas going from a sketch on a paper to a produced design or activation was incredible. It was really proof of how an innovative idea that I came up with can become reality and actually create value for people and for Samsung,” she concluded.

 

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Creating Realities in Film that Effectively Transport Viewers: Art Director Haisu Wang

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Art Director Haisu Wang shot by Tian-ran Qin

 

As the art director of the films “Is That A Gun in Your Pocket?,” “Contrapelo” and “Day One,” ABC’s hit television series “The Muppets,” the Asian television series “My Sunshine,” and commercials for major global clients including Kia, Chinese native Haisu Wang has carved out an indelible place for himself in the international entertainment industry as someone who’s skill effectively transports audiences into the world of the stories on screen, no matter how far fetched they may be.

While it is no secret that the film industry is full of oversized egos often competing for the glitz and glory, what makes Wang so special, besides his adept technical skill and unparalleled creativity, is the fact that he always lets the director’s vision for a project guide his work.

Never failing to design an atmosphere that creates the perfect environment for a story, the versatile nature of his creative vision compounded by his intuitive approach has allowed him to nail the mark every time.

“My passion is always creating environments to help storytelling,” admits Wang.

It is no coincidence that practically every project that Wang has art directed to date has received coveted accolades. As the art director of the film “Day One,” which earned a nomination for an Oscar Award at the 2016 Academy Awards, in addition to winning two Emmy Awards at the Academy of Television Arts and Sciences College Television Awards in 2015, one of which earned director Henry Hughes the award for Best Director, Wang’s work garnered worldwide attention.

About Wang’s invaluable work on the film Hughes explains, “Haisu’s vision and rare skill using digital software to create some of the most challenging sets for ‘Day One’ was invaluable to our production, especially considering the geographic challenges of the location. Without his contributions it would have been nearly impossible to construct these sets in the amount of time and within the allotted budget. He is definitely a huge asset to the film industry.”

Whether he is working on a film, television series or commercial, Wang’s attention to detail combined with his logical and budget conscious approach to outfitting each set with the right props has been imperative in setting the tone and creating believable environments for each and every production he’s contributed to.

As the art director of Kia’s “Extraordinary Day” commercial, also known as “When an Ordinary Day Turns Extraordinary,” which currently has over 900,000 views on YouTube and was produced by BuzzFeed, Wang turned the sets of a simple car commercial into a project that plays visually on screen like a narrative story. From the minor knick knacks of a local garage sale, to colorful balloons falling from the ceiling after one of the character’s wins a raffle in a convenient store—Wang’s work manages to keep viewers engaged as we watch a love connection sparked between two Kia Soul drivers all started from the fact that they share the same kind of car.

For Wang, who also spent time as a visual effects artist for three-time Emmy Award winning VFX and animation company, Base FX, based in Beijing, China, art has been a major part of his life since childhood.

“I practiced Chinese calligraphy with my grandpa since I was a kid and also learned how to make shadow play puppetry with him, and I think that set the foundation of my path in art,” admits Wang.

Wang recently wrapped production as the art director of multi-award winning director Ryan Velásquez’s (“Ojalá,” “Record Breaker”) film “Drowning,” which is slated for release later this year. The film follows Gabe, played by Jovan Armand (“The Middle,” “Shameless,” “Parenthood”), an overweight teen who finally starts feeling good about himself after he musters up the courage to talk to Sarah, the girl of his dreams, and an unexpected friendship forms. However, when the high school bully and bane of Gabe’s existence makes Sarah his newest target, Gabe is forced to decide between remaining a coward in his comfort zone or standing up to the bully and fighting against injustice.

As the lead art director on “Drowning,” Wang had the difficult task of arranging a set to depict Gabe falling onto the ground combined with a montage in water. He was able to build a vertical wall on a track and dress it to appear as the floor so that the actor was able to pretend to hit the ground without hurting himself. On “Drowning,” as he has done on many of his past productions, Wang utilized his excellent CGI skills to create a revisualization animation to rehearse the timing of the scene; this assisted the director greatly in explaining how the scene could work for the actor.

Through his work on screen it is easy to see that Wang is passionate about the worlds he creates for the characters in a story; and, as all of the worlds from film to film are completely different, the versatility he’s shown across projects is just another testament to his seasoned skill in creating the perfect environment for each project on an individual level.

With “Drowning” on the verge of release, and Wang set to begin production as the digital asset art director on the highly anticipated sequel “Guardians of the Galaxy 2” later this year, audiences can look forward to seeing more of art director Haisu Wang’s ingenious work on screen very soon.