JENNIE
CASE STUDY
A global launch and social-first
campaign for K-pop superstar.
Introducing the Problem
Creative had recently shifted to global creative under new leadership.
A new playbook format was being developed with the goal of sharing creative assets across regions, so campaign content would show up more consistently.
Challenges
New product launching as a global celebrity campaign.
APAC team and Jennie Kim’s team led the photoshoot, so the vision and concept were a bit of a mystery.
Timelines didn’t always reflect changes in scope. In this case, campaign copy, wireframing, site experience, product page, emails and editing requests shared similar deadlines.
Headline Copy
Solution
Ambition and evolution were themes of focus for JENNIE as a solo artist and the new brand guidelines.
Accelerated growth, similar to watching a time lapse unfold, was an idea I chose to explore in the concept phase. I pitched several ideas for headline copy.
Collaborated with designers to create wireframing for the landing page, which helped us outline additional assets.
Carousel Copy
Results
APAC team relayed that Jennie Kim’s creative team chose one of the options I pitched: “Petal to the metal.”
Metrics TBD?