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Foot Locker × PUMA × Gen.G (Seoul, South Korea · In-store activation)
My role: Senior Creative Project Manager
Project description:
PUMA and Gen.G partnered with Foot Locker on a multi-platform Seoul activation built around two existing strands of Korean youth behaviour: photo booth culture and trading card collecting. Rather than imposing a Western esports playbook onto the Korean market, the campaign integrated into rituals fans were already performing — turning a basketball-and-gaming brand crossover into a culturally native fan experience.
Skills:
- Consumer Profiling
- Consumer Research
- Event Management
- Logistics Management
- Influencer Marketing
Case File:
https://www.theconsumerautopsy.com/case-files/foot-locker-puma-geng-seoul
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
Related posts
KitKat × Popcorn Tour (France · Pop culture festival activation)
My role: Senior Creative Project Manager
Project description:
KitKat brought its "Have a Break" identity to the Popcorn Tour, a major French pop culture and entertainment event connecting the brand with a young, digital-native audience. Interactive on-site installations, influencer collaborations and multi-platform amplification turned a stationary brand presence into a live, streamable cultural moment — proving that a 90-year-old chocolate bar could earn relevance in gaming and streaming culture without forcing the entry.
Skills:
- Campaign Management
- Event Management
- Influencer Marketing
- Content Marketing
- Gaming
Case File:
https://www.theconsumerautopsy.com/case-files/kitkat-popcorn-tour
Kia × LEC Community Tournament (Multi-country grassroots esports)
My role: Senior Creative Project Manager
Project description:
Kia powered the LEC Community Tournament, a grassroots League of Legends competition engaging esports fans across multiple European countries. With LEC casters Caedrel and Drakos hosting, a full tournament journey from regional qualifiers to live finals at the LEC Studios in Berlin, and a community-built progression structure, the campaign positioned Kia as a genuine supporter of European esports talent — not just a top-tier sponsor logo.
Skills:
- Influencer Marketing
- Live Streaming Setup
- Content Marketing
- Streaming Platform
- Logistics Coordination
Case File:
https://www.theconsumerautopsy.com/case-files/kia-lec-community-tournament
MILKISH. A Plant based milk brand with simple ingredients and playful personality.
As a mock brief, this pushed me out of my comfort zone a lot, and I had a lot of fun experimenting with the design of the cartons and the character. I wanted everything to feel cohesive, instantly recognisable while using a variation of colour scheme to identify each type of milk.
I typically work within beauty, skincare or fashion so this was a fantastic flex of my creative muscles and skills.
Final mock-ups produced using AI, all designs are my own.
The little character sculpture is what sells the "playful" part for me — a lot of plant milk brands stop at packaging and never build an actual mascot. Stepping outside your usual beauty/skincare lane, was the hardest part the illustration style itself or figuring out a color system that could scale across flavors?
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