GENTLE MONSTER

ART DIRECTOR · 2021

Introducing Gentle Monster to America — from a Netflix integration with the Bling Empire cast to live activations and social campaigns, building brand presence from the ground up in a new market.

Gentle Monster × Netflix — Bling Empire

Art Director, Concept & On-Set

Brief: No brief — the Bling Empire cast was available, and we had one month to make it happen.

Insight: Gentle Monster was still establishing itself in the U.S. market. A Netflix integration wasn't just a campaign — it was a cultural introduction to American audiences.

Concept: Create a moment that felt editorial, not advertorial. Developed the full concept, directed the set design via moodboard, and handled packaging for the on-camera unboxing.

Result: Aired on Netflix · Instagram Stories · ~1 month concept to camera

© Netflix / Tudum

© Netflix / Tudum

Gentle Monster × Alexis Stone — Circle of Life

Art Director, Nano Series Campaign

A portrait of transformation. Directed the concept and visual execution for Gentle Monster's Circle of Life campaign featuring artist Alexis Stone, known for his extreme makeup transformations. Stone was aged into an elderly character, wearing Nano series frames, exploring the idea of identity, time, and the art of seeing.

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Live Activation — Gentle Monster × Heron Preston

Scavenger Hunt

A drop before the drop. To build anticipation for the Gentle Monster × Heron Preston collaboration, staged a real-world scavenger hunt — hiding the packaged sunglasses in a public location. Teased the location on social without fully revealing it, letting followers piece together the clues. The first person to find it kept the glasses. People ran.

San Jose Store Opening

Photo Direction · Instagram · Web

Art directed the photo shoot for Gentle Monster's San Jose store opening — directing angles, lighting feel, and composition on-site. The resulting images ran on Gentle Monster's Instagram and website, introducing the space to U.S. audiences.

Gentle Monster — South Coast Plaza Store Opening

Cover Design

Designed promotional cover artwork for the South Coast Plaza store opening — adapting assets from the Korean headquarters into localized visuals for the U.S. market launch.