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Pocky Australia x VaynerMedia

Pocky is a snack food produced by Ezaki Glico. Pocky was first sold in 1966, and were invented by Yoshiaki Koma. They consist of chocolate-coated biscuit sticks. It was named after the Japanese onomatopoeic word pokkin.

At VaynerMedia, we helmed Pocky Australia's social pages by introducing themselves as Australia's favourite mess-free choccy biccy on a sticky.

Working with the team at VaynerMedia, we produced a series of Lunar New Year photography with heavy reliance on art direction and quirky creativity.

The Team

Creative Director: William Beale

Producer: Nur Seryhana

Copywriter: Darren Ho

Photographer: Leu Engtat

My Role

Art Direction / Digital Imaging / Design

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The firecrackers are modified to become more "Pocky" as I have switched the usual red tassels to strawberry Pocky sticks. This setup was possible thanks to super glue.

And, to throw in a little fun joke, try spotting a mini shopping trolley in the photograph! (The trolley belongs to me. It was actually yellow, I photoshopped it to red.) The avocados are there to represent Aussie cafe culture of the infamous "Avo Smash".

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The 2021 Pocky Lunar New Year festive box features a pair of free Pocky chopsticks and also a cuttable decoration at the back.

Pictured above is a hand cutting the box to frame it up.

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Reusing the faux firecrackers with strawberry Pocky tassels, it features a pair of hands hanging up the framed Pocky decoration on the nail on the wall. 

If you look closely, you'll be able to find bracelets made of Pocky sticks on the model's wrists. (All these props were crafted by me during the shoot.)

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I've also made use of my crafty hands to create fish decorations out of ang paos and googly eyes following a YouTube tutorial. Same goes to the Pocky box decorations.

In the vase, it includes pussy willows, faux sakuras and Australia's national flower - the golden wattle flower.

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Here are some sketches of my ideas and art direction before the photoshoot. The process starts from the first image to the third image.

Pretty cool to see how the ideas were modified and changed to better showcase the Pocky merchandise with suggestions from the client, creative director and the whole creative team.

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You may find all these photographs on Pocky Australia's social media pages.

Facebook: Pocky Australia

Instagram: @pockyaustralia

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