Project: PEPERO Day – Times Square NYC Takeover 2025
Role: Lead Graphic / Production Designer & On-site Coordinator
Role: Lead Graphic / Motion & Production Designer & On-site Coordinator
Overview A high-impact cultural brand activation in Times Square, NYC, celebrating PEPERO Day. Blending modern K-pop culture and meaningful heritage with brand engagement, the event successfully maximized both physical and digital reach. The activation captured an estimated foot traffic exposure of 330,000, drawing 4,500–5,000 direct on-site attendees for sampling. Furthermore, the campaign's digital takeover achieved 9.72M DOOH media impressions across two premier large-format screens and generated 1.9M+ social media impressions driven by local NYC creators.
Key Contributions & Deliverables
Key Visual Development: Created the overarching key visuals and design assets, establishing a cohesive and vibrant visual identity that resonated with global Gen Z audiences.
DOOH & Video Production: Designed and produced large-scale visual assets for premier Times Square digital screens, including the creative direction and motion graphics for the Korean War Veterans Commemoration video ceremony.
Production & Vendor Management: Fully managed the technical design pipeline, including final file preparation, specs verification, and direct communication with vendors for fabrication and production sourcing.
On-Site Operational Execution: Acted as a key member of the on-site event staff, coordinating live logistical operations, managing visitor flows, and ensuring the physical design elements functioned flawlessly on the ground.
