PARSON’S, New YorkGraphic Design Summer Intensive

EDUCATION:

WORK:

OCAD University, TorontoBachelor of Design, Advertising Major

Strategic Planner/Art DirectorOCAD Team Project: SANDBOXTeamed up with students to tackle real-world clients (Scotiabank, Mercedes Benz).

Advertising/Design InternRecycle for ChangeHelped create brand identity for company.

Confident oral, visual and design communication skills

Professional, reliable and proactive work ethics

Fluent in Mandarin, Cantonese and English

Maintains consistency and efficiency even under pressure and time crunch

Creative, adaptable and resourceful in any scenario

mail: maxh.chui@gmail.com call: (647) 338-8688visit: maxchui.4ormat.com

Digital Marketing CoordinatorSulon Technologies Contributed to designing marketing material, visual branding, strategic development and position for company.

SOFTWARE COMPETENCY EMPLOYMENT SKILLS

KNOWLEDGEART DIRECTION

BRANDINGMARKETING

COPYWRITING

ART DIRECTORMAX CHUI

THINGS I DO ON WEEKENDS

THE IDEASecond Cup has selling points people have probably never heard of. Hipsters, known for having standards in coffee and coffee shops, are the best people to spread the word.

Second Cup seling points:• We carry 24 blends of coffee you can sample.• All food are locally sourced, and fresh.• Second Cup feels cozy, like home.

Out of HomeI wear a scarf because Canada

is cold as it is. I don’t need

more frozen food.

#Coffeeshopstandards

F r e s h f o o d s o u r c e d l o c a l l y

Secondcup.ca

Second Cup buys from the same

local indie bakery as I do. i hate being mainstream.

#Coffeeshopstandards

F r e s h f o o d s o u r c e d l o c a l l y

Secondcup.ca

Second Cup has couches better

than the ones i surf on at my

buddy's place.

#Coffeeshopstandards

o u r s t o r e s f e e l j u s t l i k e h o m e

Secondcup.ca

Second Cup carries 24 blends

of coffee you've probably

never even heard of.

#Coffeeshopstandards

t w e n t y - f o u r B l e n d s o f c o f f e e

Secondcup.ca

Every dollar from our featured coffee will go to Free The Children.

In-store poster

IRISH CREAM Coaster

ROYAL BLEND

In Store PromotionCoffee of the Week is an ongoing in-store promotion that spotlights a different blend of coffee each week. It allows consumers to learn more about the coffee they never knew we carry, and solidify our positioning as connoisseurs.

Every dollar from our featured coffee will go to Free The Children.

CONTINENTAL DARK

If there's one thing I don’t like about Continental

Dark, it’d be because it has a huge following. almost mainstream, if I may. Otherwise, this blend

is thoroughly roasted and dark, almost as dark as

that B-side of the vinyl I was listening to the other

day. You probably never heard of the band though.

Table Tent

#Coffeeshopstandards

We serve food that is fresh and locally sourced.

i always wear a scarf because Canada's cold as it is. I don’t need more frozen food.

We carry twenty-four blends of coffee you can sample.

You've probably never heard of most of them.

Social Media Analyst is a real job and a it's a growing industry.

We're just like home, but we won't tell you to get a "real” job.

#Coffeeshopstandards

#Coffeeshopstandards

#Coffeeshopstandards

We are just like home, except we will never criticise your fashion.

#Coffeeshopstandards

it is not a torn shirt. it's zaras. and yes, i'm leaving the house in this.

Cup Sleeves

standards

#COFFEESHOPSTANDARDS

Tweet something a coffee connoisseur will say to

#Coffeeshopstandards. Show the barista and get a small discount . Second Cup has Wi-Fi in all locations , because after all , we 're cozy like home .

In-store Sticker: Found near the checkout, alerts customers of a social media promotion.

#COFFEESHOPSTANDARDS on Twitter allows customers to express their inner hipster. It also acts as a Call-to-Action, as it is present in different mediums throughout the campaign. There is a promotion that rewards participation on Social Media through #COFFEESHOPSTANDARDS.

* Limited to one per purchase

TweetsRetweeted by Second CpMax Chewy @maxchewy - 2m@Secondcup knows i’m not a connoisseur, I just have good taste in things #coffeeshopstandards.Expand Reply Retweet Favorite More

#Coffeeshopstandards

“Give a man a tool, and he’ll fix things for a lifetime. Teach him how to use it, and he’ll only need to fix it once.”

Guys that fix things around the house are hot, but very few men actually know how to do it properly. Canadian Tire will be glad to teach you how to fix something for once and for all.

Canadian Tire: The Idea

“It’s okay, honey. We can just like...eyeball it or something.”

- Your DIY “Savvy” Guy

It’s nice to have a guy who goes and fixes things every day. What’s even nicer is if he only needed to fix it once and for all. Grabbing the toolbox and “winging it” is the wrong approach that most guys seem to like to take.

So, until they learn how to do things properly, calling themselves “DIY Savvy” can’t be fur ther from the truth. Come visit any Canadian Tire location and talk to any of our associates. We’ll teach you how to be truly savvy and handy.

“Yeah, I think we just need to WD40 it and it should be okay.”

- The “Household Handyman”

It’s nice to have a guy who goes and fixes things every day. What’s even nicer is if he only needed to fix it once and for all. Grabbing the toolbox and “winging it” is the wrong approach that most guys seem to like to take.

So, until they learn how to do things properly, calling themselves “Handymen” can’t be fur ther from the truth. Come visit any Canadian Tire location and talk to any of our associates. We’ll teach you how to be truly savvy and handy.

“We don’t need to buy a new one. Give me the duct tape; I got this.”

- Self-titled “Mr. Reliable”

It’s nice to have a guy who goes and fixes things every day. What’s even nicer is if he only needed to fix it once and for all. Grabbing the toolbox and “winging it” is the wrong approach that most guys seem to like to take.

So, until they learn how to do things properly, calling themselves “Mr. Reliable” can’t be fur ther from the truth. Come visit any Canadian Tire location and talk to any of our associates. We’ll teach you how to be truly savvy and handy.

Transit Shelter Installation

“In my painting of the night café I’ve tried to express the idea that the café is a place where you can ruin yourself, go mad, commit crimes,” wrote Vincent van Gogh, in a letter to his younger brother Theo, on September 9th, 1888. Theo was in Paris, and Vincent, in Arles, where he has been making good use of the light of Provence since February, painting a masterpiece a day at the height of his love affair with color. This was his second letter in two days about the night café. He continued, “Anyway, I tried with contrasts of delicate pink and blood-red and wine-red. Soft Louis XV and Veronese green contrasting with yellow greens and hard blue greens.” Van Gogh has included a watercolor sketch of his painting, which Theo did not need in order to see the night café in reality or on the canvas or as a sentiment after reading the fifty letters.The letters of September 8th and 9th form an essay in whi Gogh through the colourful When a page becomes nothing more than black lines and white spaces, night café, the process of painting and then You know you need something to spice it up relationship between color and s psychology, as his endeavor had always been to paint pictures that moved people because they are “contained something straight from [his] own feelings.” His unremitting yearning to connect even with the lowliest of souls gives the essay direction, and the need to find salvation both for his fellow humans and for himself gives it hope.“I’ve tried to express the terrible human passions with the red and the green,” he has written in the first letter, establishing emotion in contrasting colors from the very beginning. “Everywhere it’s a battle and an antithesis of the most different greens and reds.” In Aix-en-Provence, not quite an hour east of Arles. It is scientifically proven colors. After a couple weeks of figure drawings that colour can help the mind focus and improve concentration, sitting on the long wooden bench with a large palette balanced on his knee. On it, he had squeezed each of the eight colors we were allowed to use at the studio, which included white, but excluded black. Alan started with the cadmium red, ultramarine blue, and lemon yellow, and explained to us that mixing two primary colors, say yellow and blue, would result in a secondary color, green, which would be the opposite of the one primary we did not use, red. The primary color and its contrast made a complementary couple, and were I to live right. So if you want to stride through school with flying colours, parts of the two, we would end a dark grey painting the Sharpie Highlighters can give you some help. Was to use this grey in shadows as we should painted, but if we did, and I had, John, who was co-teaching the class, would materialize behind us, and, very gently, tell us to look harder. The more I looked, the more I noticed the complimentary colors abounding in the shadows. Van Gogh has written, “The white clothes of the owner, watching over things from a corner in this furnace, become lemon yellow, pale luminous green.” With this sentence the letters start to take shape as a personal essay, where the narrator is not only describing his surroundings but also reflecting on them. Always, has an ongoing conversation with himself. The owner’s clothes do not change color in reality, but they do on Van Gogh’s canvas, as he heard the unspoken dialogue between the owner and the customers. The once-white-now-green clothes set off the other colors at the café, the pinks and blood-reds. Van Gogh painted the owner standing next to the billiard table, surrounded with the regulars slumped at the tables as if they were extensions of the chairs they sat on. The lack of ownership in the lives of the customers, the hopeless fact that they have nowhere else they’d rather be, the heavy metaphor of their homelessness, became visible in Van Gogh’s painting. By establishing a contrasting relationship in color, he was able to convey what he really saw. “In my painting of the night café I’ve tried to express the idea that the café is a place where you can ruin yourself, go mad, commit crimes,” wrote Vincent van Gogh, in a letter to his younger brother Theo, on September 9th, 1888. Theo was in Paris, and Vincent, in Arles, where he has been making good use of the light of Provence since February, painting a masterpiece a day at the height of his love affair with color. This was his second letter in two days about the night café. He continued, “Anyway, I tried with

ThePRESENT: The IdeaFrom their website: ThePresent.is

“The annual clock sets itself to the present day.

The hand then moves in annual time, completing

one revolution every 365 days. Its meditative

pace gradually introduces a whole new way of

appreciating time.”

The clock’s message is that you can’t appreciate

your life if you’re only worrying about small, day-

to-day things. Take a step back. See your life in

the bigger picture.

This campaign will happen over a longer period

of time, with visual elements that slowly change

over time. This emulates the meditative pace of

the clock to remind busy people to always take a

step back and see the big picture.

BODY COPY:“Things that truly matter in life are not measured in seconds minutes, or hours. They’re measured in years. How much of your life has changed in these three months? Did you learn anything new, or take another stride towards your dream? Take a step back. Realize the rushed ticks and tocks in your chaotic days are just a small part of something bigger, something that truly matters.”

MEDIUM: Outdoor LCD DisplayOver 3 months, colour on display changes slowly. Initially only TAG LINE is shown, but BODY COPY fades in as months pass.

TAG LINE:“See ThePresent differently.thePresent.is”

A digital version of the clock. Add date events to the clock and see them in context of the seasons.

Widget

Take a step back.Hectic days are just part of a bigger, better picture.

Take a step back.Hectic days are just part of a bigger, better picture.

Phone Wallpaper’s colour changes gradually with the seasons, like the actual clock.

BODY COPY“Take a step back. Hectic days are just part of a bigger, better picture.

See ThePresent Differently.”

Smartphones(Changing Wallpaper)

MEDIUM: Digital DevicesDevices such as smartphones and computers allow people to keep track of the lives. It is the perfect medium for our target audience, the busy people of NYC.

Everybody has time to work out; you just need to

know how to measure it. When you know walking

from Union Station burns x calories, or taking the

stairs account for y% of your daily workout, you can

smartly plan your workouts and stay healthy.

AIM Health and Fitness is a theoretical sensor based

fitness apparel store launching in Toronto soon. In

addition to creating the store’s branding and retail

experience, our team has designed a creative launch

campaign to spread the word.

Presentation PDF of rest of AIM’s marketing material and strategy, and budget information:http://issuu.com/maxchui/docs/aim_presentation_sunnymaxronnie_/1

AIM Health and Fitness

PRINT

Campaign: Our campaign spans several mediums, encourage

people to do simple activities and tell them how much workout

they got through those activities. Our message is that working

out is possible for everyone if they knew how to measure

results, and AIM has the tech to help them do that. CTA drives

them to our web presence.

AIM Health and Fitness

AMBIENT

AMBIENT

AIM Health and FitnessAMBIENTAMBIENT

AMBIENT

AIM Health and FitnessAMBIENTAMBIENT

AMBIENT

Escalator print ad copy, encouraging people to take stairs:

“No matter how hectic a schedule or how tight a budget, you can still live a healthy lifestyle. You just need to know how. For example, if you were taking the stairs right now, you’d be burning 100 calories, accounting for 14% of your daily workout.

AIM provides affordable technology that transforms your hectic days into a workout. All that for as little as a dollar a day.“

Takamine is a guitar brand dedicated to the people that are dedicated to playing guitar. However, this leads to the misconception that the brand is for veteran players only, resulting in being less popular amongst newer guitar players.

THE HARDEST WORKING GUITAR

TAKAMINE The Hardest WorkerThis branding campaign aims to reach out to newer players, and give them the tools and help them hit the ground running. In the end, Takamine Guitars aren’t about how good you are, but how much you love the instrument.

Mobile App

In-Store

Community

Music Stores are always the entry point to a guitar journey. By having a representative of Takamine hosting lessons and events, we can associate ourselves with people who are learning guitar. Also, we can promote our App and Community portion.

Long&McQuade Steve’s Cosmo

In-Store

Potential Stores

The Hardest WorkerThe app is named after Takamine’s Slogan, “The Hardest Working Guitar”.

TunerTutorials CommunityContent

PremiumContent

Chord Charts

Tabs

Mobile Application

The App unifies numerous facets of learning and playing into one app, simplifying and streamlining the guitar experience that can be overwhelming for newer players.

The Hardest WorkerApplication Showcase

Guitar has one of the best communities! Guitarists constantly upload and share their tabs, stories, and tips and tricks to each other.

The Community:A crowd-sourced database of stories and tutorials that can help guitarists of all mileage and all disciplines.

The Contest:On-going contest with rewards to encourage people to contribute content to the Community.

The Takamine Community

Entry Point:Youtube Preroll

Mobile ApWeb Takeover

Main Page (hub)This is where the compilation is.

Also has contest instructions

Contest:Weekly theme announced

via Twitter.Reply with your video submission.

Winner!: Will be featured on

Hub + mobile app.

Rewards:Winners will also be contacted

privately on how to redeem prizes.

CONTEST FLOW

Skip Ad >

CONTEST CASE STUDY:Entry Points:

Entry points will all point people towards the Main Database Page (hub). Information about the contest will be in the hub.

• Web-Takeover: Takes place at ultimate-guitar.com, a very popular site visited by guitarists.

• Youtube Preroll: http://youtu.be/mVLQMlwfRqI

• Mobile App: Hub will be accessible via App

Web takeover at ultimate-guitar.com

CONTEST CASE STUDY:Submitting Content

#takaminetutorial: tutorial of the week Nov21-28 is Chord Changing for beginners!

Each week Takamine, through Twitter, will announce a theme. Respond to that tweet with your YouTube video of that theme to enter weekly competition.

Watch sample submission:http://youtu.be/vznAhqAfSx4

RewardsRewards include discounts to Takamine products in stores and access to Premium Content in the app. Your video will also be featured on the Hub, rewarding you with channel exposure, respect from peers and a lot of bragging rights.

TAKAMINE The Hardest Worker

In conclusion, this campaign aims to equip newer guitar players with the tools they need to hit the ground running. In the end, Takamine is not about the mileage, but about the dedication.