BOOK LAUNCH CAMPAIGN & INTERACTIVE INSTALLATION​
ROLE | CREATIVE DIRECTOR / BRAND DESIGNER / INSTALLATION ARTIST
CLIENT | KOREAN CULTURE CENTER OF NEW YORK​​
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OVERVIEW | Led end-to-end creative direction for two Korean children's literature book launches at the Korean Cultural Center, designing an integrated campaign that brought stories to life through marketing materials, large-scale interactive installation, and community art programming.
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CHALLENGE | How do you promote children's books in a way that's not just informational, but experiential? How do you transform a book launch from a passive event into an immersive celebration that builds community and creates lasting memories?
Creative Concept: Rather than simply advertising the books, I envisioned bringing the fantastical world of "When you want to eat a red apple" into physical reality—creating an installation that invited families to step into the story and contribute their own creative interpretations, building a collaborative artwork that grew throughout the event.​​​
ROLE SCOPE |
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Creatively directed integrated campaign for Korean children's book launches spanning marketing design, interactive installation, and community programming
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Designed and fabricated large-scale installation that brought the book's imaginary world to life—visitors contributed artwork pieces that became part of the evolving display
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Created cross-platform marketing materials: event posters, web banners, social media graphics
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Collaborated with Korean Cultural Center, publishers, and authors to balance cultural sensitivity with experimental design
Deliverables: Interactive installation • Community engagement program • Event posters • Web banners • Social media campaign • Process video
Skills: Creative direction • Installation design • Experiential design • Fabrication • Brand campaigns • Cross-platform design • Community engagement
OUTCOME | The installation transformed book promotion into cultural celebration, creating memorable experiences for families while successfully driving attendance and engagement. The project demonstrated my ability to think beyond traditional marketing design—
creating integrated brand experiences that span digital, print, and physical environments.
What This Project Represents: This work showcases my unique combination of strategic brand thinking, hands-on craft, and experimental design approach. I don't just design campaigns—I create worlds people can step into, stories they can touch, and experiences they remember.
