SOFT LAUNCH
SCOPE
Print, Social
A collaboration between a Dallas Asian American art collective and the Dallas Asian Film Festival, Soft Launch is a cheeky romance short centered around a friend group trying to uncover the identity of their friend’s mysterious new partner.
MORE INFO
The challenge was to visually represent the romantic core of the story while capturing the humor and nuance of "soft launching" a relationship in the Gen Z, digital era. To solve this, we leaned into visual cues from modern dating apps and social media culture—creating a playful, tech-inspired poster that feels both current and flirty, while still nodding to classic romance tropes.
CREDITS
Art Direction: Michelle Hoang, Christina Hahn
SOFT LAUNCH
SCOPE
Print, Social
A collaboration between a Dallas Asian American art collective and the Dallas Asian Film Festival, Soft Launch is a cheeky romance short centered around a friend group trying to uncover the identity of their friend’s mysterious new partner.
MORE INFO
The challenge was to visually represent the romantic core of the story while capturing the humor and nuance of "soft launching" a relationship in the Gen Z, digital era. To solve this, we leaned into visual cues from modern dating apps and social media culture—creating a playful, tech-inspired poster that feels both current and flirty, while still nodding to classic romance tropes.
CREDITS
Art Direction: Michelle Hoang, Christina Hahn
