Blackpink:
Dual Album
Campaign
Extending a comeback into a cultural moment that unfolds over time.
A release strategy designed as an evolving narrative rather than a single drop. Structured in two phases—Awakening and Evolution—the campaign balances spectacle with intimacy, combining cinematic visuals, cross-genre collaborations, and serialized content. The project positions the comeback as a living system that sustains attention, deepens fan engagement, and expands global reach.
Tone: Entertainment / Cultural strategy / Momentum
Check the strategy here:
https://freight.cargo.site/m/T2853095071381968890758183785432/Blackpink_Project.pdf
OLLY:
The World’s Busiest City Needs a Break
Turning the fastest city in the world into a space to pause.
A spatially driven brand campaign that reframes wellness within the intensity of New York City. The system combines high-impact OOH with immersive Mood Lounge pop-ups, strategically placed in high-stress urban zones. Art direction and rollout planning work together to choreograph a multi-phase experience—shifting audiences from passive exposure to active participation, and embedding the brand into the rhythm of the city.
Tone: Experiential / Brand / Urban systems
Sidekick: Presentation Coach
Designing confidence through real-time feedback and culturally adaptive interaction.
A product-driven UX/UI exploration of an AI-powered coaching app designed to support international students in overcoming communication barriers. The platform focuses on real-time speech and nonverbal feedback, translating complex AI processes into an intuitive, accessible interface that reduces friction and encourages continuous use. The design system prioritizes clarity, inclusivity, and mobile-first interaction, integrating progress tracking, gamification, and personalized insights to drive engagement. By aligning product functionality with user needs and behavioral patterns, the experience is structured to increase adoption, reduce anxiety around public speaking, and create a measurable impact on academic and professional performance.
Tone: Product / UX / AI-driven / Behavioral impact
X-MEN
Series
Reducing superhero mythology to its most essential visual force.
A graphic exploration of how power, identity, and conflict can be distilled into a single visual statement. Through contrast, typography, and layered composition, the poster constructs a high-impact language that captures tension and movement. Treated as a branding exercise, the piece translates narrative energy into a cohesive and scalable visual system.
Tone: Art direction / Visual language
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College Health Awareness Campaign
Designing wellness as a system that students can actually navigate.
A behavior-focused campaign addressing the physical and mental challenges of first-year college life. The project integrates posters, digital platforms, and on-campus activations into a connected experience, using QR-driven touchpoints to bridge environments. Structured in phases, the system supports students from awareness to action, embedding wellness into key academic moments rather than treating it as a one-off message.
Tone: Human-centered / Systems / UX thinking
Guatemala’s National Modern Art Museum, Carlos Mérida Book and Campaign
Bringing contemporary art closer to a society that hasn’t been invited in.
An editorial-led campaign aimed at increasing public engagement with modern art in Guatemala. The project pairs a curated museum book with a citywide poster system designed to generate intrigue and accessibility. Inspired by surrealism and pop aesthetics, the visual language shifts the museum from an institutional space into a cultural conversation, extending its presence into everyday urban life.
Tone: Cultural / Editorial / Concept-driven