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HKAPA QS World Ranking Campaign 2021
SOGO Mega LED Landmark DOOH Billboard
Client: Corporate Communications Office, The Hong Kong Academy for Performing Arts (HKAPA)
Location: Causeway Bay SOGO Mega Outdoor Curved LED Screen
Milestone: QS World University Rankings 2021 Ranked 1st in Asia & 10th Globally (Performing Arts)
Role: Lead Art Director / Custom Calligrapher / Layout Lead / Image Composite & Color Normalization Specialist
Scope: Concept Development, Custom Typography, Master Layout, Large-Format DOOH Optimization
Project Overview
Led the visual direction for HKAPA’s landmark QS 2021 ranking celebration campaign, displayed on the iconic SOGO Mega LED billboard in Causeway Bay—one of Hong Kong’s highest-profile outdoor digital media locations.
The objective was to deliver a prestigious institutional statement reflecting HKAPA’s global academic achievement while ensuring maximum impact within a dense urban environment.
Creative Direction
Celebrating Institutional Excellence Through Cultural Identity
Developed a high-contrast, night-oriented composition to convey authority, achievement, and artistic prestige.
Hand-crafted and digitized custom Chinese calligraphic characters representing each discipline:
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粵 (Chinese Opera), 樂 (Music), 舞 (Dance), 戲 (Drama), 影 (Film & TV), 台 (Theatre Arts)
Image Integration & Technical Precision
Curated performance photography captured under varied stage lighting conditions across all six Schools.
Executed:
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Precise subject isolation
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Color temperature harmonization
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Tonal normalization across diverse lighting environments
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Seamless composite integration into a unified master layout
Strategic Significance
This project demonstrates:
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Landmark-scale DOOH campaign leadership
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Custom typographic creation for institutional branding
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Advanced image compositing under complex lighting variables
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High-impact urban media optimization
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