Year
Year
2024-2025
2024-2025
Client
Client
Otoki
Otoki
Agency
Agency
The Many
The Many
Industry
Industry
Food & Beverage
Food & Beverage
(01)
PROJECT OVERVIEW
A k-drama twist, a global icon, and one very beloved bowl of noodles.
For this campaign, Jin Ramen, a sub-brand of Korean food giant Otoki, partnered with BTS’ Jin to spark a global craving. The concept reimagined a classic K-drama romance, with a twist: the heartthrob’s true love is a bowl of ramen. Playful and dramatic, the campaign sat at the intersection of food, fandom, and Korean culture.
As part of the agency design team, I worked across a wide range of deliverables spanning motion, social, key art, and out-of-home. My role centered on shaping the campaign’s visual language and carrying that tone consistently across every touchpoint.
A k-drama twist, a global icon, and one very beloved bowl of noodles.
For this campaign, Jin Ramen, a sub-brand of Korean food giant Otoki, partnered with BTS’ Jin to spark a global craving. The concept reimagined a classic K-drama romance, with a twist: the heartthrob’s true love is a bowl of ramen. Playful and dramatic, the campaign sat at the intersection of food, fandom, and Korean culture.
As part of the agency design team, I worked across a wide range of deliverables spanning motion, social, key art, and out-of-home. My role centered on shaping the campaign’s visual language and carrying that tone consistently across every touchpoint.
(02)
HERO VIDEO
The foundation of the campaign was established through the hero film, where I designed and animated all on-screen supers and titles. Cinematic type treatments added drama and polish without pulling focus from the story. I also supported VFX testing and early comp reviews, collaborating with external partners to ensure visual consistency and tone throughout production.
The foundation of the campaign was established through the hero film, where I designed and animated all on-screen supers and titles. Cinematic type treatments added drama and polish without pulling focus from the story. I also supported VFX testing and early comp reviews, collaborating with external partners to ensure visual consistency and tone throughout production.
(03)
CAMPAIGN KEY ART
That visual language carried into the campaign’s hero key art, which I co-designed with the design director and creative director. Inspired by K-drama movie posters, the final composition gave Jin and the ramen equal billing through intentional lighting, bold colors, and heightened romantic drama in the typography. This piece became the visual anchor for the campaign and was adapted across Amazon, social, digital banners, and out-of-home placements.
That visual language carried into the campaign’s hero key art, which I co-designed with the design director and creative director. Inspired by K-drama movie posters, the final composition gave Jin and the ramen equal billing through intentional lighting, bold colors, and heightened romantic drama in the typography. This piece became the visual anchor for the campaign and was adapted across Amazon, social, digital banners, and out-of-home placements.
(04)
SOCIAL LAUNCH ASSETS
To build anticipation ahead of launch, I designed and animated a series of six teaser assets for Otoki’s social channels. I led the visual execution of each piece, controlling pacing and reveal to maintain intrigue while keeping the campaign’s central twist under wraps. Each asset was crafted to feel social-forward and cohesive, reinforcing the visual language established by the brand and new packaging.
To build anticipation ahead of launch, I designed and animated a series of six teaser assets for Otoki’s social channels. I led the visual execution of each piece, controlling pacing and reveal to maintain intrigue while keeping the campaign’s central twist under wraps. Each asset was crafted to feel social-forward and cohesive, reinforcing the visual language established by the brand and new packaging.
(05)
BTS JIN SOCIAL EDITS
As the campaign rolled out, I edited multiple social videos featuring BTS’ Jin and designed custom on-screen subtitles to match the cinematic aesthetic. My focus was on shaping clean, rhythmic edits and elevating the content through typography and timing that supported both tone and storytelling.
As the campaign rolled out, I edited multiple social videos featuring BTS’ Jin and designed custom on-screen subtitles to match the cinematic aesthetic. My focus was on shaping clean, rhythmic edits and elevating the content through typography and timing that supported both tone and storytelling.
(06)
AMAZON PAGE DESIGN
The campaign extended into retail through a custom-designed Amazon storefront. I designed a suite of banners that leaned into the movie-poster aesthetic, using cheeky reviews, star ratings, and dramatic visuals to guide users through the page while keeping the experience playful and shoppable.
The campaign extended into retail through a custom-designed Amazon storefront. I designed a suite of banners that leaned into the movie-poster aesthetic, using cheeky reviews, star ratings, and dramatic visuals to guide users through the page while keeping the experience playful and shoppable.
(07)
OOH
The campaign extended into retail through a custom-designed Amazon storefront. I designed a suite of banners that leaned into the movie-poster aesthetic, using cheeky reviews, star ratings, and dramatic visuals to guide users through the page while keeping the experience playful and shoppable.
The campaign extended into retail through a custom-designed Amazon storefront. I designed a suite of banners that leaned into the movie-poster aesthetic, using cheeky reviews, star ratings, and dramatic visuals to guide users through the page while keeping the experience playful and shoppable.
PROJECTS
