ART DIRECTION
TaProd.
Led art direction during pre-production for a mobile product at TaProd, International Film production collaborating on productions for global brands including LVMH, P&G, Lufthansa, and Delta Air Lines.
- Role
- Art Director & Marketing Manager
- Year
- 2019 — 2024
- Location
- Bangkok / International
Overview
As Art Director of the company, I collaborated with the tech provider to make a unique product that reflects the company's value and presence. We developed the TAPROD App, a specialized digital platform created to serve a film production house with three branches across Asia. The project aimed to reposition our brand and consolidate a fragmented workflow — previously scattered across platforms like Vimeo and Dropbox — into a single, immersive experience. By combining a professional work showcase, interactive city guides, and a collaborative project management tool, we transformed how our clients and teams interact with our production services.
Step 01
Identifying Core Problems
We began by analyzing the inefficiencies in our existing workflow. Our digital presence suffered from low user engagement and a lack of centralized communication. Important production files were often lost in email inboxes, and our city guides — distributed as static PDF documents — were difficult to update and failed to provide meaningful interaction for our international clients.
Step 02
Defining Strategic Goals
Following our expansion into a three-branch network, we recognized an opportunity to elevate our brand image. The goal was an app that served as both a high-end marketing tool and a functional collaboration hub. We identified four essential sections: Showreel for finding specific projects and talent; News for industry insights and company updates; Discover for comprehensive guides for clients visiting new filming locations; and Project for streamlined, secure access to production files.
Step 03
Establishing Design and UX Standards
We aligned our brand identity with modern UX principles. While we selected bold red as our primary accent to represent passion and confidence, we intentionally avoided using it for confirmation buttons to comply with UX best practices. A palette of neutral greys kept the interface stable and sophisticated.
Step 04
Developing Integrated Solutions
To close the communication and engagement gaps we shipped several key features. Enhanced Discovery replaced the old city booklet with an interactive 'Discover' section and added advanced filters to the showreel — by category, country or location. Streamlined Collaboration introduced a Project section that links directly to Dropbox folders with a far better interface and a notification system that provokes interaction. Interactive Feedback added a 'heart' icon so directors, producers and clients could instantly signal their preferences for specific reels or cast members instead of manually sorting through files.
Step 05
Evaluation and Key Takeaways
The final app significantly enhanced the company's professional image and earned positive feedback from industry peers. We also identified areas for future improvement: the mandatory login process can disrupt typical user behavior patterns, and because content is easily available on social media and Vimeo, the app must continue to provide unique value to justify the extra steps required to use it.
Challenges
Consolidating a workflow scattered across Vimeo, Dropbox and email into a single branded platform — while balancing a bold visual identity with UX conventions the industry already trusts.
Outcome
A shipped iOS product used across three Asian branches: Showreel, News, Discover and Project sections, interactive city guides, direct-to-Dropbox project access, and a heart-based feedback system for reels and cast.
Reflection
Art direction here meant designing an experience across time and touchpoints — the interface, the notifications, the small feedback loops. That instinct now lives inside every product I touch.
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