KEY ART
THROUGH THE LOOKING-WINDOW
The brief called for distinctive key art for ABC’s Culture by Design, a six-part series exploring innovative design and craftsmanship across the Asia-Pacific. Without an on-location shoot, I developed a conceptual, art-directed solution that would distinguish the series from conventional factual and lifestyle programming. Framed at a window, Anthony stands at the threshold between a lush landscape outside and a vibrant interior layered with traditional and contemporary design objects. His position reflects the spirit of the series: a curious traveller encountering the creativity, culture and craftsmanship of the region, and inviting audiences to discover it with him. The final concept was designed to evoke travel, cultural exchange and discovery, appealing to audiences interested in art, interiors, architecture and craftsmanship.
Creative idea and art direction, including selection and styling of bespoke furniture and decorative objects.
PHOTOSHOP: Key art concept mockup, compositing, and final retouching.
Gold for 'Best Key Art' at GEMA ANZ 2025
KEY ART
LAST MAN STANDING
For the final season of Mad As Hell, a political satire show, I developed a key art concept that addressed several elements. The source material consisted of individual photos of Shaun Micallef in a cowboy outfit. I leveraged this imagery to create a commentary on gun culture, while also capturing the show’s signature zaniness. The concept paid homage to previous seasons’ key art by featuring multiple Shauns, reminiscent of Agent Smith from The Matrix.
PHOTOSHOP: Key art concept
HTML DIGITAL DISPLAY
IVIEW
Delivering fluid animation within a ruthless 150kB file size limit is a delicate balancing act. This is not a video but actual PNG and jpeg images animated with JavaScript. For each puppet design one file was created and built Responsive to the various sizes: MREC, Leaderboard, Billboard and Half Page. This was more efficient and ensured that any changes made to the animation would reflect across all sizes. I also made parallax MREC versions.
PHOTOSHOP: JPEGs and PNGs
GOOGLE WEB DESIGNER: Responsive HTML5 final assets
Animation blocked.
Please pause your ad-blocker to view the live HTML5 creative.
Animation blocked.
Please pause your ad-blocker to view the live HTML5 creative.
Animation blocked.
Please pause your ad-blocker to view the live HTML5 creative.
HTML DIGITAL DISPLAY
FISHER & PAYKEL
Working within the restrictive 150kB limit for HTML5 display ads requires strict technical discipline. I developed the creative concept through to finished art and what you see here are only PNG and jpeg images animated with JavaScript. I studied videos of rising bubbles in order to mimic the effect to ensure the physics felt natural without relying on a heavy video file.
PHOTOSHOP AND ILLUSTRATOR: JPEGs and PNGs
ANIMATE: HTML5 final assets
Animation blocked.
Please pause your ad-blocker to view the live HTML5 creative.
Animation blocked.
Please pause your ad-blocker to view the live HTML5 creative.
Animation blocked.
Please pause your ad-blocker to view the live HTML5 creative.
Animation blocked.
Please pause your ad-blocker to view the live HTML5 creative.
SOCIAL MEDIA
X GAMES
I cut this together in Premiere Pro, creating effects, overlays, a simple animated X Games logo sting (seen at the end), and writing copy. Only interview and skating iPhone footage and some other video montages were provided. I also carried this pulsing ‘x’ motif through to the other social ads pictured here.
Sidenote: Didn’t end up going live as the media agency’s relationship with the client dissolved in the middle of approvals.
PREMIERE PRO: Videos
PHOTOSHOP: Social media post image
KEY ART
TUTORING CENTRE
I was responsible for the entire brand identity, logo, responsive website design and build, interior design, and marketing material. Image effect on student images was manually created using Photoshop.
ILLUSTRATOR: Logo, business cards
WORDPRESS: Website
PHOTOSHOP: Student imagery and website design
​
FACEBOOK/INSTAGRAM 4:5 VERTICAL VIDEO
WHITE WINGS
I came up with this simple cinemagraph concept last minute to promote White Wing’s new range on social, when the media agency discovered they only had rights to static images of the cake pieces on and off the plate, and no more budget to take new photos or videos. I requested the product package as a separate static file which I photoshopped to look like it was opening with pieces leaving the pack, and created this video.
PHOTOSHOP: Product packaging , animation frames
PREMIERE PRO: Video
KEY ART
GARDENING AUSTRALIA
For past seasons of Gardening Australia, the show used basic cast photos with a logo overlay. I tackled the challenge of being supplied uninspiring, brown-toned and non-professional photos of Costa Georgiadis, developing a more dynamic concept combining it with stock vegetation imagery. My goal was to create a hyperrealistic image where Costa appeared truly immersed in nature, almost as if he were becoming one with it. However, to maintain the show’s lifestyle genre, I kept his casual clothes visible and highlighted the natural textures around him. The producers were thrilled with the final result!
PHOTOSHOP: Key art concept, retouching, and finished art
POINT OF SALE DISPLAY
PHILIPS
This was created back in 2009 when it was more difficult to achieve cool text effects without the plethora of stock images and Photoshop actions that are available now. I used a photo of a tree to create the steam effect and the streaks were painted in Photoshop.
PHOTOSHOP CS4: Steam effect
ILLUSTRATOR: Heading text
INDESIGN: Layout
MORE WORK
I'm Ann Hoang, a designer and coder with 20 years' experience, currently working with a brilliant in-house team ABC Made, the ABC's internal creative agency. I hold a four-year degree from The University of Sydney, with majors in Philosophy, Information Systems, and Film Studies.
When I'm not designing, I'm usually contemplating the meaning of life – or living out my own Hero's Journey.
