SHIN C.A.M.P.

Nongshim USA – SHIN C.A.M.P. Joshua Tree

Role: Project Manager, Creative Director & Video Producer

Overview An end-to-end integrated B2C marketing campaign conceptualized and executed for Nongshim USA at AutoCamp Joshua Tree, California. I fully steered the project lifecycle from the initial pitch proposal and strategic planning to live on-site operation and post-event analysis. The campaign was designed to target Gen Z audiences during the peak California outdoor season, strategically positioning Shin Ramyun not just as a convenience food, but as an essential luxury for outdoor adventure under the brand theme of "Spicy Happiness". By blending an upscale, intimate physical retreat with a structured digital viral campaign, the project successfully established an "Affordable Premium" brand identity and enhanced long-term consumer loyalty.

Key Contributions & Deliverables

• End-to-End Campaign Ownership: Authored the initial pitch proposal, managed the project timeline, and established the core campaign framework: C.A.M.P. (Connect, Authentic, Moment, Peak).

• Creative Content Direction: Structured the comprehensive shotlists and creative themes for a 7-video digital rollout (5 Shorts, 2 Long-form) spanning a structured narrative arc from The Struggle to The Reward.

• Experiential Program Curation: Programmed the 2-day timeline, coordinating premium lifestyle touchpoints including a "Chef’s Table" dining experience, a sensory Sound Bath Meditation, and an early morning "SHIN Consommé" activation.

• Influencer Marketing & Casting: Led the direct outreach, recruitment, and on-site direction for California-based lifestyle influencer couples to drive organic UGC.

• 360° Visual Design Execution: Developed all campaign visual assets from scratch, including digital teasers, on-site program layouts, and optimized Instagram promotional posters.