As Golden Goose's first global campaign, it was produced in Korea and China.
This campaign celebrates everyone’s creativity and artistic abilities.
An ode to The Spirit of the Artist that lies in each of us and inspires us to create our own unique perfection.
An ode to The Spirit of the Artist that lies in each of us and inspires us to create our own unique perfection.
I led the Key Visual parts, and behind scene photographs.
The main aim of Key visual was to capture each artist’s soul and the moments
Then visualized their unique talent with distortion, the distortion are reflecting the particular talent of each artist.
Then visualized their unique talent with distortion, the distortion are reflecting the particular talent of each artist.
Global Brand Ambassador Simon Dominic is a beloved hip-hop artist and extraordinary talent. He creates sounds from memories and infuses them with a contemporary approach: as in an analogic overlay of pictures,
creating a whole with all his facets – past and present.
creating a whole with all his facets – past and present.
Based on the Darkroom story, we choose his distortion as the 'analog way of photo collage'.
The campaign's main key visual of Simond Dominic
Golden Goose, the client, wrapped their own flagship store with my artwork
Golden Goose, the client, wrapped their own flagship store with my artwork
The behind scene of Simon Dominic.
Lip J is a professional dancer who has swapped strictly choreographed routines for a freer style of dance that allows her to improvise more and connect to her emotions at that moment. And it’s this contemporary trait of her dance style that conveys her distinctive sinuosity and fluidity, as visually explored.
To visualize her spirit and dance, I created a new distortion that looks like an afterimage of dance and soul.
Using the blur effect to make afterimage-like pictures and distorted them to reflect her freestyle dance.
To visualize her spirit and dance, I created a new distortion that looks like an afterimage of dance and soul.
Using the blur effect to make afterimage-like pictures and distorted them to reflect her freestyle dance.
Lip J's artwork is one of my favorites, after I made it every I saw is distorted for a while. ꩜꩜
Amazing BTS pictures
Liseok and Shindanbi are a ying-yang artistic pairing, two sides of the same world: the digital dimension, which Liseok explores in his work, and the analogic one, the protagonist in Shindanbi's approach.
They embrace these two opposite aspects, creating an overlap between different realities that enrich and nurture each other.
They embrace these two opposite aspects, creating an overlap between different realities that enrich and nurture each other.
The main key visual of Liseok & Shindanbi
These are the BTS pictures of the artist couple.
(but I prefer the bts cuts more then main kv)
(but I prefer the bts cuts more then main kv)
You can see more of it here :
The main campaign 'The Sprite of the Artist: creative soul'
The second campaign 'The Sprite of the Artist: Behind the scenes'
The second campaign 'The Sprite of the Artist: Behind the scenes'
In this campaign, I led the art direction of key visuals from planning to execution including creative development, mood board creation, casting of the photographer, H&M, stylist, and various staff including retoucher.
I could make it because I worked with amazing teammates, and always miss our GG KR team.
I could make it because I worked with amazing teammates, and always miss our GG KR team.
Client: Golden Goose
Agency: Media.Monks Korea & China
Soyoung Heo, Jin Park, Jae Cho
Jontae Hong, Dee Shin, Jowan Lee, Jinny Lee
Production: Love and Money
Photography: Go Wontae studio / Kim minjoo
Soyoung Heo, Jin Park, Jae Cho
Jontae Hong, Dee Shin, Jowan Lee, Jinny Lee
Production: Love and Money
Photography: Go Wontae studio / Kim minjoo