Featured
ADP Collaboration
2026
Music Campaign
Created for PUBG’s 9th anniversary, “I DON’T BARGAIN” is a collaboration with ALLDAY PROJECT that transforms the game’s core identity into a music-led campaign.T he project celebrates nine years of dedication from the PUBG community while channeling the brand’s competitive spirit. The campaign was built around an insight drawn from Rondo, one of PUBG’s maps: visualizing the voices of both ALLDAY PROJECT and the fans through music, graffiti, and dance. By embedding fans’ names and messages throughout the film, we created a tribute film that captured the idea of a shared archive of memories made together with the community.
My role : Creative Direction
PUBG:BATTLEGROUNDS
PUBG X GD Collaboration
2025
Campaign
A collaboration between PUBG, the leading force in the battle royale genre celebrating its 8th anniversary, and G-DRAGON, the iconic artist returning with his first solo comeback in 8 years.
Centered around G-DRAGON’s comeback album Übermensch, the campaign was designed to connect the parallel 8-year journeys of both PUBG and G-DRAGON, while introducing his Übermensch spirit to PUBG players in a compelling and culturally relevant way.
Through the use of new media art, the campaign delivered a more immersive and creatively engaging experience that could resonate more deeply with PUBG users.
My Role : Creative Directing
PUBG:BATTLEGROUNDS
Erangel:Subzero
2025
Erangel: Subzero was created to reveal the transformation of Erangel — PUBG’s oldest and most iconic map — into winter through the most dramatic and memorable form of storytelling.
To make the update feel like more than just a seasonal feature, we developed a narrative-driven lore cinematic film that framed the change as a major moment within the world of PUBG. Alongside the film, we also created a range of supporting creative assets, including key art, teasers, and gameplay trailers, to build anticipation around the map update.
My role : Creative Direction
With AI, I independently managed the full pre-production process, including scriptwriting and storyboard development, excluding post-production.
PUBG:BATTLEGROUNDS
Newjeans Collaboration
2024
NewJeans Collaboration was the first K-pop girl group project I creatively directed after joining KRAFTON
The concept began with a simple question: what if NewJeans entered the world of PUBG? Arriving in Taego through a supply drop, the group embarks on an adventure that feels almost like a school trip. While battle royale combat unfolds all around them, none of it seems to affect NewJeans, allowing them to exist in the world with a mood and presence entirely their own.
Based on this concept, we created a music video trailer featuring NewJeans’ title track “How Sweet,” along with a range of supporting creative assets including social content and key art.
Golden Goose
Craft Your Own Perfection
2022
Golden Goose unveiled “The Spirit of the Artist,” its first global campaign and first Asia campaign. Celebrating creativity and artistic spirit, the campaign features hip-hop artist and Golden Goose global ambassador Simon Dominic, dancer Lip J, visual artist Shin Dan-bi, and media artist Lee Seok, each sharing their own perspective on perfection.
My role : Creative Direction
Cadillac
Cadillac
2019
This was my first client project and my first commercial shoot in the United States.
Centered around the Cadillac CT6, XT6, and XT5, the campaign was shot in downtown Los Angeles as well as in the studio, balancing the energy of the city with a more polished and controlled visual setting.
The combination of location and studio shoot helped showcase the premium identity of each vehicle from multiple angles, while giving the campaign both cinematic scale and visual clarity. As one of my earliest projects in the U.S., it remains a meaningful milestone that introduced me to a new production environment and broadened my creative perspective.
My role : Art Direction
