[Gen Z Game Pop-up: Lucky Mercenary]
A Game-Inspired Pop-up Where Almost Everything Sold Out
For a Gen Z-focused game IP, we set out to answer a simple question:
“What if the world inside the game could be experienced as a real shop?”
I led the campaign planning and PM work for the...
[Café & Bakery Visual Branding Series]
Café & Bakery Visual Branding: Turning “Nice Places” into Recognizable Brands
I’ve had the chance to work with three independent cafés and bakeries to shape how they show up visually — not just on social media, but at the counter where people...
[Christmas House: Character Brand Seasonal Pop-up]
Christmas House: From First Product Line to Full Seasonal Experience
“Christmas House” was a seasonal pop-up built to launch a production company’s first-ever global character product line. Instead of just placing products on...
[Dream Theater: Insurance Gen Z Pop-up]
Making Insurance Feel Like a Dream (Literally)
Insurance isn’t the easiest category to make lovable — especially for Gen Z.
With “Dream Theater,” I joined an insurance brand’s journey to rethink how they show up to younger audiences through...
[Disney+ Uncle Sam-sik Pop-up]
From Screen to Street: Bringing a Hit K-Drama into the Real World
When Uncle Sam-sik, a Disney+ original series, started gaining serious buzz, the question became: how do we keep that momentum going beyond the screen?
I worked as PM on an experiential...
