2025
L'Oréal Professionnel Paris
Branding
Campaign Strategy
Content Management
Executed the local content strategy in alignment with DMI guideline, developing the brand positioning in Korea market across all touch points, including B2B2C advocacy, media and e-commerce.
Through creative direction and leadership of Trendlab Seoul - a collaboration between L’Oréal Professionnel and K-pop hair artists to set hair color trends - it has successfully established as a North Asia content hub.
Credits
Creative Direction: Hae Dn Kim
Photography: Jaeyoung Park
Models: Biju Park, Jiwon Lee, Mirae Jung
Hair Artists: Ggotbi Kim, Naejoo Park, Dabin Jung
Makeup: Mijin Ye, Ah Ryeom Jeon
2022
Aromatica
Visual Identity
Social Media Content
Brand Film & Motion
In charge of managing visual content of the brand’s official Instagram account @aromatica.life - presenting a renewal direction for both the first and second half of 2022 based on the media data analysis and IMC strategy.
Refined brand identity and directed photography and film production for major brand campaigns, new product launches and events.
Credits written on each campaign
2021
Tamburins
User Experience
User Interface Design
Visual directing, planning, and creating online events and promotions of modern fashion goods across multiple devices - both mobile and desktop.
The main & detail pages renewal for the cosmetic brand Tamburins on TMall, a Chinese global market channel, in line with launching a new arrival Multi-Fragrance in a renewed Sinsa flagship store in Korea. Redesigning the overall concept of user interface elements including navigation bar and CTA buttons to elevate the user experience of browsing, understanding the products and services easily, and narrow down the process of purchasing.
2020
Samsung KX
3D Animation
Sound Design
In partnership with Samsung, students at Central Saint Martins are invited to create a short moving image sequence envisioning how our homes will be transformed in the future.
A series of Coexistence is a short animation that visualises future homes as speculative spaces exploring and expanding the human connection with nature. During the lockdown in London, windows and digital screens became the only portals to reconnect human with humans and other beings.
Starting from the square frame as a portal of the house to reach the ecological world, this virtual experience could alter the way we access to nature and how such interactions could be materialised within future living environments.
2019
Time Travel
Exhibition Planning
Video Creation
Time Travel is a video installation featured in Voyager 2 exhibition at LCCA Gallery, London in April 2019. It’s a story of a 3D human-like character travelling across 0 to 4-dimensional space. The character exploring abstract forms in the futuristic environment makes the audience to imagine and rethink about the unknown outer space.
Voyager 2 is the extension of previous exhibition Voyager 1, held by Melanie Chappuis, Danae Valterio and Hae Dn Kim as a team, to show different traces of humanity and a general aspect of our lives through a various range of media from video installations to paintings, textiles and photographs.
︎︎︎ Watch full video Time Travel
Music by Carlos Cernadas
