Art directed and designed a fan-led birthday campaign celebrating Martin’s 18th birthday through a large-scale LED screen activation in Da Nang, Vietnam. Built around the concept ALTUNE: Martin, a frequency of his own, the project framed him as a singular, alternative tune shaped by his unconventional style and deep love for music. The supporting line, “Mars is there, waiting to be reached,” positioned his journey as something distant, aspirational, and inevitable.

The name ALTUNE came from alt + tune, while the visual direction drew from cybercore and metalheart aesthetics to reflect Martin’s distinct identity. Orange was used as the primary color, referencing both his favorite color and the orange-red tones of Mars. I also created coerbit as the team identity, combining coer + orbit, and used a CD as the main visual to suggest that ALTUNE is playing.

The campaign included a tribute video displayed on one of the city’s largest LED screens, supported by a small promotional rollout and free giveaway gifts for fans who visited and checked in on site. The activation attracted over 300 fans offline and generated thousands of interactions online.

https://www.instagram.com/coer.bit/