# King Tan — Digital Designer, Sydney, Australia

> Digital designer, 18 years of campaign work across screen and print, static and motion. Audi, Sydney Metro, Tourism Tasmania, government work that ran nationwide. Layout and type first, then how it moves. I hand-code my own HTML5 banners, and I use AI to build and ship, idea to live.

18+ years experience (since 2008). Available for freelance briefs and full-time roles.
Contact: iam@kingtan.com.au · LinkedIn: https://www.linkedin.com/in/kingytan · Behance: https://www.behance.net/kingtan4 · Vimeo: https://vimeo.com/kingtan

## Capabilities

- **Digital & Campaign Design** — Key visuals, layout and art direction across a whole campaign, then every adaptation it needs: digital, social, presentation and pitch.
- **Print & Out-of-Home** — Layout and artwork for print and large format: posters, OOH and DOOH placements, prepped to spec and to size.
- **Motion & Animation** — 2D animation, short-form video, cinemagraphs and animated GIFs, cut to spec for wherever the work has to land.
- **Hand-Coded HTML5** — Animated display banners hand-coded across all IAB sizes, inside ad-server weight limits. Few designers still build these by hand.
- **UI / UX & Web** — Landing pages, app screens and interface design, built around hierarchy and conversion.
- **Website & CMS Management** — Building and maintaining website content in WordPress: publishing, asset management and campaign rollout support.
- **AI-Augmented Workflow** — Using AI as a creative partner to design, build and ship real things, from this site to its live deploy pipeline. It extends how far one designer can take an idea.

## About

I've spent 18 years inside campaign teams at Roadshow, BMF, Koala and Metcash, learning where craft meets timing: the layout that holds at any size, the crop that survives every placement, the beat a cut lands on. One idea goes from key visual to print artwork to animation to ad-served HTML5 banner without leaving my hands. AI extends that reach: this site, its deploy pipeline and the case studies below all shipped. Hierarchy and usability come first, then how the thing moves. I work fast, sweat the details, and I'm easy to deal with.

## Selected work

- [Metcash](https://kingtan.com.au/work/metcash/) — Metcash, 2025. Family Founded, "Big Family, Big Prizes." A 20-second competition spot: storyboard, animated layout and audio, built from supplied campaign assets into a retro-collage promo.
- [Cellarbrations](https://kingtan.com.au/work/cellarbration-christmas/) — Cellarbrations, 2026. A 16-second gifting spot anchored by 'the Cellarbrations Scale', a hand-drawn occasion dial that repositions with each offer.
- [TAL](https://kingtan.com.au/work/tal/) — TAL, 2019. Digital work for TAL's "Scars", the brand platform positioning the life insurer as Australia's "Human Insurer," using scars as symbols of strength and a life lived.
- [The Bottle-O](https://kingtan.com.au/work/tbo-educational/) — The Bottle-O, 2026. The Bottle-O paid social. An explainer that brings the value roundels to life, animating each badge in and spelling out what it means, so the in-store cues read in feed.
- [Tourism Tasmania](https://kingtan.com.au/work/tourism-tasmania/) — Tourism Tasmania, 2024. HTML5 display banners for The Off Season 2024, Tourism Tasmania's award-winning winter campaign under the "Come Down for Air" platform.
- [Metcash Loyalty Apps](https://kingtan.com.au/work/metcash-loyalty-apps/) — The Bottle-O, Cellarbrations and Porters, 2026. A homepage redesign for three of Metcash's liquor loyalty apps: my Bottle-O Rewards, Cellarbrations Top Drop Rewards and Porters Liquor Rewards.
- [Audi](https://kingtan.com.au/work/audi/) — Audi, 2019. Digital work for Audi's "Black Event" sale campaign: a hand-coded HTML5 banner suite, paid social, and a nine.com.au homepage takeover.
- [Department of Social Services](https://kingtan.com.au/work/department-of-social-services/) — Department of Social Services, 2018. Digital production for the Australian Government's "Stop It At The Start" 2018 campaign. I built four creative treatments across a hand-coded HTML5 banner suite, DOOH and social takeovers, handling a serious message with care.
- [Department of Social Services](https://kingtan.com.au/work/department-of-social-services-2/) — Department of Social Services, 2021. Digital work for the 2021 phase of the Australian Government's "Stop It At The Start" campaign, which asks adults to reflect on their influence over young people's attitudes.
- [TAL](https://kingtan.com.au/work/tal-covid/) — TAL, 2020. Digital work for TAL's COVID-era support campaign: three thematic suites addressing the biggest pressures on Australians at the time, Wellbeing, Career and Financial.
- [Osko by BPay](https://kingtan.com.au/work/osko-by-bpay/) — Osko by BPay, 2019. Launch campaign for Osko by BPAY, Australia's real-time, between-banks payment service. Social video for Facebook and Instagram plus a hand-coded HTML5 banner, introducing a new way to move money in one clear, friendly motion language.
- [Sydney Metro](https://kingtan.com.au/work/sydney-metro/) — Sydney Metro, 2019. Sydney Metro launch. DOOH motion and a hand-coded HTML5 banner suite: three treatments (Daylight, Sunrise, Station) across six sizes each.
- [ANZ](https://kingtan.com.au/work/anz/) — ANZ, 2024. ANZ app explainer, BMF, 2024. An animated walkthrough that turns the app's core flows into a simple visual narrative, built to teach and persuade in a pitch setting.
- [Australian Electoral Commission](https://kingtan.com.au/work/aec2022/) — Australian Electoral Commission, 2022. HTML5 display banners for the Australian Electoral Commission's 2022 Election campaign. Eight creative treatments, from COVID-safe voting to countering election disinformation.
- [Koala](https://kingtan.com.au/work/koala/) — Koala, 2025. Koala Meta Growth. Six sets of Instagram post and Stories assets, designed in Figma for paid performance across feed and 9:16.
- [Afterpay](https://kingtan.com.au/work/afterpay/) — Afterpay, 2023. HTML5 display banners for the Afterpay Day "Drops" campaign. I animated and built three creative suites across the full standard size set, 970x250 down to 320x50, keeping the sale's loud, playful energy inside ad-server weight specs.
- [Department of Health](https://kingtan.com.au/work/dept-of-health/) — Department of Health, 2021. HTML5 display banners for the Department of Health's COVID-19 vaccination effort, 2021 to 2022.
- [Underbelly](https://kingtan.com.au/work/underbelly/) — Underbelly, 2009. Full-page press ad for the uncut Underbelly: A Tale of Two Cities DVD, run in JB Hi-Fi's Stack magazine.
- [Stockade Brew Co](https://kingtan.com.au/work/stockade-brew-co/) — Stockade Brew Co, 2020. Animated product tiles for Stockade Brew Co's website redesign: looping can animations, each with its own playful motion idea, from a flight path to an 8-bit splicer.
- [Aldi](https://kingtan.com.au/work/aldi/) — Aldi, 2023. HTML5 display banners extending ALDI's "Start with Aldi" creative across the full standard suite.
- [Alinta](https://kingtan.com.au/work/alinta/) — Alinta, 2024. HTML5 display banners and DOOH for Alinta Energy's "True Power" brand platform, the campaign explaining Australia's energy transition to net zero.
- [Audi](https://kingtan.com.au/work/audi-open-haus/) — Audi, 2022. Six suites of animated HTML5 display banners for Audi's Open Haus Sale, hand-built across every standard IAB size.
- [Australian Electoral Commission](https://kingtan.com.au/work/aec2019/) — Australian Electoral Commission, 2019. Campaign design for the Australian Electoral Commission: clear, inclusive communication for a national audience.
- [The Bottle-O](https://kingtan.com.au/work/tbo-footy/) — The Bottle-O, 2025. A footy-season social campaign for The Bottle-O: fast-cut motion built to stop the scroll across paid and organic placements.
- [Dan Murphy's](https://kingtan.com.au/work/dan-murphys/) — Dan Murphy's, 2025. Dan Murphy's paid social. A 15-second Story for the Best in Glass Wine Awards 2025, animating the winning lineup into a brand-led reveal that lands on the price-guarantee payoff.
- [Koala](https://kingtan.com.au/work/koala-afterpay/) — Koala, 2025. Koala Afterpay Day Sale. Static social design across paid feed, organic Stories and the homepage, with multiple product lines adapted through every feed, Story and banner format.
- [Metcash Digital Catalogues](https://kingtan.com.au/work/metcash-digital-catalogues/) — IGA Liquor, The Bottle-O and Cellarbrations, 2026. Digital specials catalogues for three of Metcash's liquor banners: IGA Liquor, The Bottle-O and Cellarbrations, with new artwork each fortnight.
- [City Homicide](https://kingtan.com.au/work/city-homicide/) — Seven Network, 2010. DVD packaging for City Homicide, the Seven Network's Australian crime drama: slipcase and digipak covers across Series One and Two.
- [Rest](https://kingtan.com.au/work/rest/) — Rest, 2021. Motion and social content for Rest Super. A Facebook app-acquisition carousel, a set of animated EDM headers and a coded email build, all in one warm, optimistic animation style that makes super feel approachable.
- [Top Gear](https://kingtan.com.au/work/top-gear/) — BBC, 2010. Print advertising for BBC's Top Gear DVD releases in Australia: a half-sheet poster and full-page magazine ad for 3 Great Adventures, plus Sydney Morning Herald ads for Series 10 and the nine-title range.

## Case studies

- [Building Studio Daybreak with AI](https://kingtan.com.au/case-studies/studio-daybreak/) — a morning dashboard a scheduled session rebuilds from the studio's Asana board every weekday: the ranking rule, the studio conventions the board never states, and the fourteen day build, with playable demos.
- [Building kingtan.com.au with AI](https://kingtan.com.au/case-studies/portfolio/) — how King designed this site and directed AI to build it: an empty repo on 8 June 2026, live on the 18th, and every ship since, scrubbable day by day, with numbers that count themselves at each deploy.
- [Designing & shipping "Ready when you are." with AI](https://kingtan.com.au/case-studies/ready-when-you-are/) — a full campaign identity for AMP's Retirement Hub, concept to live site.

## Latest notes

Running log of updates: https://kingtan.com.au/notes/

- 2026-09-10 — **Studio Daybreak, the case study**: A third case study, and the first built as a page rather than a deck. Studio Daybreak is the morning dashboard a scheduled session rebuilds from my studio's Asana board every weekday before 8am. On the page you can drag the board away to reveal the ranked page, replay the 52 minute sweep in 14 seconds, move the sliders behind the ranking rule, and scrub through the fourteen day build.
- 2026-09-09 — **The site's own case study, rebuilt as a page**: The case study about this site was a slide deck from July, and it had gone stale: 25 projects when there are 30, a hero that no longer exists, nothing after the launch month. It is a page now. The whole build sits on one strip, one bar per day of commits from the first homepage on 10 June to the deploy that published the page, with a stop at every decision. The numbers come from the deploy itself: it reads the repo's history before every build, so the commit count at the top is never older than the page.

More to play with lands over the next merges: a drag between the flat site and the glass one, the design system as a bench, the deploy as a replay, a mock CMS, and the page as an AI reads it.
- 2026-08-29 — **Three catalogues, three rulebooks**: Digital specials catalogues for three Metcash liquor banners are on the site: IGA Liquor, The Bottle-O and Cellarbrations. Each brand has its own guidelines, so the same job comes out three ways: a dense product grid for IGA Liquor, flat green with price roundels for The Bottle-O, a backyard lifestyle shot and brush script for Cellarbrations. New artwork lands each fortnight, and the legal strip changes with the state of sale.
- 2026-08-28 — **One layout, three loyalty apps**: Three of Metcash's liquor loyalty apps are on the site: my Bottle-O Rewards, Cellarbrations Top Drop Rewards and Porters Liquor Rewards. I wireframed one homepage layout and skinned it three ways. The points balance, what those points are worth and the store to spend them in sit at the top of all three. The barcode opens full screen from a chip in the corner.
- 2026-08-20 — **Print joins the grid**: Three campaigns from my finished-art years are on the site: a full-page Underbelly press ad, City Homicide DVD packaging for the Seven Network, and the poster and press suite for BBC's Top Gear DVDs. All of it ran in 2009 and 2010, every piece to publication spec, and the homepage has a Print filter to browse them.
- 2026-08-20 — **Filters fixed, images automatic**: Two site fixes this week. The category filters above the work grid stopped breaking the layout: pick any category, in any order, and the grid holds. And the deploy now converts every image I upload to WebP, capped to the size the page displays, with no script for me to run. New work ships at about half the image weight.

## Press credits

- Sydney Metro launch — Transport for NSW: [AdNews](https://www.adnews.com.au/campaigns/new-sydney-metro-launches-with-multi-channel-work-via-bmf) · [B&T](https://www.bandt.com.au/new-sydney-metro-finally-launches-campaign-bmf/) · [Campaign Brief](https://campaignbrief.com/transport-for-nsw-celebrates-launch-of-new-sydney-metro-with-new-campaign-via-bmf-sydney/)
- Come Down for Air — Tourism Tasmania: [AdNews](https://www.adnews.com.au/campaigns/tourism-tasmania-s-new-come-down-for-air-via-bmf) · [B&T](https://www.bandt.com.au/tourism-tasmania-bmf-unveil-latest-iteration-of-its-come-down-for-air-campaign/) · [Campaign Brief](https://campaignbrief.com/tourism-tasmania-reminds-travellers-to-come-down-for-air-in-latest-campaign-via-bmf/)
- Minds Wide Open — The Sydney Morning Herald & The Age: [AdNews](https://www.adnews.com.au/news/sydney-morning-herald-and-the-age-launch-major-marketing-campaign) · [B&T](https://www.bandt.com.au/smh-and-the-age-unleash-new-campaign-minds-wide-open-via-bmf/) · [Campaign Brief](https://campaignbrief.com/the-sydney-morning-herald-and-the-age-launch-minds-wide-open-brand-campaign-via-bmf/)
- Make It Your Business — The Australian Financial Review: [AdNews](https://www.adnews.com.au/news/australian-financial-review-s-new-brand-platform) · [Campaign Brief](https://campaignbrief.com/the-afr-invites-australians-to-make-it-your-business-in-first-brand-platform-via-bmf/)
- Federal election campaign — Australian Electoral Commission: [AdNews](https://www.adnews.com.au/campaigns/the-electoral-commission-aims-to-drive-voters-to-the-polls) · [B&T](https://www.bandt.com.au/bmf-election-campaign/)
- First Things First vaccination — Australian Government: [B&T](https://www.bandt.com.au/bmf-unveils-latest-government-vax-ad-as-canberra-funded-ad-spends-continue-to-soar/) · [Campaign Brief](https://campaignbrief.com/australian-government-launches-next-phase-of-first-things-first-vaccination-campaign-via-bmf/)
- How's Your Head Today? — Australian Government: [B&T](https://www.bandt.com.au/government-launches-new-covid-19-mental-health-campaign-via-bmf/) · [Campaign Brief](https://campaignbrief.com/aust-government-asks-hows-your-head-today-in-covid-19-mental-health-campaign-via-bmf/)
- Domestic violence prevention — Australian Government: [AdNews](https://www.adnews.com.au/news/the-government-and-bmf-remind-australians-there-is-no-place-for-domestic-violence) · [B&T](https://www.bandt.com.au/bmf-unveils-covid-19-domestic-violence-campaign/) · [Campaign Brief · phase four](https://campaignbrief.com/australian-government-launches-phase-four-of-domestic-violence-prevention-campaign-via-bmf/) · [Campaign Brief · Even in Crisis](https://campaignbrief.com/the-australian-government-launches-campaign-via-bmf-to-remind-australians-that-even-in-crisis-theres-no-place-for-domestic-violence/)
- Sustainable investing — Rest: [AdNews](https://www.adnews.com.au/campaigns/rest-promotes-sustainable-investing-via-bmf) · [Campaign Brief](https://campaignbrief.com/rest-promotes-sustainable-investing-in-newly-launched-campaign-via-bmf/)
- GRIT: Australian Drought Stories — BPAY: [AdNews](https://www.adnews.com.au/campaigns/bpay-presents-australian-drought-stories-in-online-art-exhibition-via-bmf) · [Campaign Brief](https://campaignbrief.com/bpay-launches-grit-australian-drought-stories-an-online-art-exhibition-to-raise-funds-for-drought-affected-farmers-via-bmf/)
- Leasa Mann bill-pay campaign — BPAY: [Campaign Brief](https://campaignbrief.com/drag-queen-leasa-mann-encourages-aussies-to-help-people-in-need-in-latest-campaign-via-bmf/)
- Low-level speeding — NSW Government: [Campaign Brief](https://campaignbrief.com/nsw-government-challenges-casual-perceptions-of-low-level-speeding-in-new-campaign-via-bmf/)

## FAQ

### What does King Tan do?

I'm a Sydney-based digital designer and an all-rounder: layout, type and art direction first, then whatever the brief needs. Digital and social campaign design, print and out-of-home artwork, 2D animation and short-form video, hand-coded HTML5 display banners, responsive EDMs and landing pages. I built that range over eighteen years inside campaign teams, and I keep the toolkit current, AI included.

### Are you available for freelance or full-time work?

Both. I take on freelance briefs and full-time roles, working with agencies and brands from Sydney, Australia. The fastest way to reach me is iam@kingtan.com.au.

### Do you work in print as well as digital?

Yes. Print and out-of-home are part of the same job for me: posters, large format, OOH and DOOH placements, artwork prepped to spec and to size. The portfolio here leans digital because that's what most of the recent campaign work has been, but the layout and typographic craft is the same either way. Ask me for print samples and I'll send them.

### Do you do UX and UI work?

Yes. I wireframed and designed the homepage for three of Metcash's liquor loyalty apps, and I've built landing pages inside campaign work for years. Most of my eighteen years sits in campaign design. App and product work is newer for me, and I'm after more of it.

### Do you really hand-code your HTML5 banners?

Yes. I hand-code most of the display work in the portfolio with GSAP, across all standard IAB sizes and inside ad-server weight specs. Some campaigns I built in Adobe Animate, where the workflow called for it. Either way, one person carries a concept from design to ad-served asset.

### Which brands have you worked with?

Audi, Sydney Metro, Tourism Tasmania, Koala, Afterpay, ALDI, Dan Murphy's, Metcash, TAL and Rest, plus Australian Government campaigns for the AEC, Department of Health and Department of Social Services. 35+ brands over 18 years.

### How do you use AI in your work?

Daily, in concepts and identity systems, campaign adaptations, artwork and motion, decks I ship as live sites, and site builds like this one. I direct AI the way I direct a production team: I own the idea and set the constraints, it handles production. I cut whatever drifts off-brief, however clever it looks. Ten directions now cost me what one used to, so I kill the weak ones early. I make the calls and I answer for them.