Projects

Original music composition for Naver Pay’s milestone 10th anniversary campaign “Npay 10 FESTA,” celebrating a decade of innovation in digital payment services.

Campaign Context

Launched in May 2024, Naver Pay’s 10th anniversary marked a significant milestone for Korea’s leading mobile payment platform, which has grown to serve over 30 million users. The “Npay 10 FESTA” campaign represented a 10 billion won investment, partnering with 250 affiliated companies to provide unprecedented discounts and rewards across online and offline merchants.

Campaign Details

Season 1 (May 2024): Featured 104 discount and reward events with premium partners including Today’s House, Kurly, Olive Young, and Nike, alongside innovative financial services including credit loan interest support and rental deposit insurance benefits.

Season 2 (June 2024): Introduced cutting-edge LLM-based generative AI technology, providing users with personalized commemorative content based on 10 years of payment data—a first for Korean fintech services.

Comprehensive sound design and music composition for Sure/Rexona’s Project Gladiator campaign, including the Deep Cedar fragrance line.

Campaign Context

Created all sonic elements for the campaign including 6-second SPOT advertisements and 1-2 second signature sound clips used across multiple touchpoints. The project encompasses the full Core Range campaign with tailored audio for Female, Male, and Mixed Gender segments, as well as the premium Deep Cedar fragrance video.

Campaign Details

The campaign was produced by AMV BBDO London, with creative direction by Jack Smedley and directed by Tj O’Grady Peyton through production company Darling Films. Principal photography was conducted in Barcelona, Spain, with cinematography by Carl Burke and production services by Palma Pictures.

Original music for thisisneverthat’s Spring/Summer 2023 “X” collection campaign, celebrating Gen-X culture and ’90s nostalgia.

Campaign Context

Named “X” to evoke Generation X, the SS23 collection channeled the spirit of the 1990s through print-heavy designs, sporting references, and retro aesthetics. The collection featured light outerwear, bold graphic street essentials, and a diverse range of bottoms marked by striking patterns and vivid colors.

Collection Details

The collection drew inspiration from automotive racing, baseball, and football, incorporating sporting elements throughout. Highlights included print-heavy button-ups, sports jerseys, easy Oxford shirts paired with cargo trousers and relaxed shorts. Argyle patterns returned on short-sleeve silhouettes, while pullovers, hoodies, and lightweight outerwear featured seasonal hues and retro graphics. The release included an artistic collaboration with Tokyo-based artist Ryota Daimon, alongside a curated selection of accessories including bags and headwear that complemented the collection’s nostalgic aesthetic. The Spring/Summer 2023 collection launched on February 16, 2023 (8 p.m. EDT) through thisisneverthat’s official website, marking another chapter in the brand’s ongoing exploration of ’90s street culture and vintage sportswear.

Sound design for TOMORROW X TOGETHER’s promotional teaser, part of HYBE’s strategic campaign rollout for one of K-pop’s most innovative groups.

Campaign Context

TOMORROW X TOGETHER (TXT), managed by BIGHIT MUSIC under HYBE Labels, has consistently pushed creative boundaries in K-pop with their conceptual storytelling and genre-blending music. This teaser was part of a series of releases in 2023, a landmark year that included The Name Chapter: TEMPTATION (January), their second Japanese album SWEET (July), and The Name Chapter: FREEFALL (October).

Campaign Details

The sound design was crafted to build anticipation while establishing the emotional tone for the group’s narrative, functioning both as a standalone piece and as part of TXT’s larger conceptual universe.

Original music composition for KBS Documentary Insight series episode.

Campaign Context

“다큐 인사이트” (Docu Insight) is KBS 1TV’s flagship documentary program, airing Thursday evenings at 10 PM. The series serves as the successor to KBS Special, bringing together various documentary formats under one umbrella program that covers diverse topics including nature, society, economy, history, and contemporary culture.

Original soundtrack for the New Balance × thisisneverthat 860v2 collaboration campaign, celebrating the reunion of these two streetwear powerhouses.

Campaign Context

This February 2022 collaboration marked the continuation of the successful partnership between Korean streetwear label thisisneverthat and New Balance, following their acclaimed 2002R pack from 2020. The campaign showcased a duo of neutral-toned 860 V2 colorways (white and black iterations) alongside a comprehensive apparel collection featuring varsity jackets, hoodies, pants, and beanies.

Collection Details

The collection launched globally on February 9-10, 2022, through thisisneverthat.com and select New Balance retailers worldwide, garnering significant attention in the sneaker and streetwear communities.

Sound design for the thisisneverthat × Arena swimwear collaboration, merging Korean streetwear aesthetics with performance swimwear innovation.

Campaign Context

Released in April 2022, this partnership brought together thisisneverthat’s distinctive urban design language with Arena’s heritage in competitive swimwear technology. The collaboration was part of thisisneverthat’s prolific 2022 partnership portfolio, which also included high-profile collaborations with New Balance, Clarks Originals, Pokémon, Grateful Dead, and Gramicci.

Collection Details

The collection featured functional swimwear designed for actual pool use, including swimsuits with signature thisisneverthat logos, swim shorts, swim caps, t-shirts, goggles, and practical bags. The designs balanced performance functionality with streetwear sensibility, making competitive swimming aesthetics accessible to fashion-conscious consumers. The collection launched April 1, 2022, through thisisneverthat and Arena official websites, introducing Arena’s performance swimwear technology to streetwear audiences and expanding thisisneverthat’s design reach beyond traditional apparel categories.

Original music and sound design for thisisneverthat’s Fall/Winter 2022 collection campaign, featuring the brand’s signature oversized ’90s styling.

Campaign Context

The FW22 collection showcased thisisneverthat’s mastery of relaxed, wearable streetwear with signature pieces including hunting camo jackets, mohair cardigans in various patterns, quilted collar jackets with globe graphics, and washed denim jackets. The collection also featured varsity jackets with stacked arm patches, ribbed cotton zip-up jackets, nylon cargo pants, corduroy shirts, pajama pants, wool vests, and patchwork denim pieces.

Collection Details

The brand launched an offline Fall/Winter 2022 Exhibition titled “OFFLINE ONLY,” showcasing the new FW22 collection from August 19-22, 2022, at Musinsa Terrace Seongsu in Seoul. The collection was then released every other Friday beginning August 19 on the brand’s website. A special “Winter 2022 Down Jacket Design Journey” video was created as part of the campaign, documenting the creative process behind one of the season’s hero pieces. The campaign included a dedicated lookbook showcasing the full collection’s range and versatility.

Sound design and music composition for the thisisneverthat × Grateful Dead collaboration campaign, celebrating the iconic psychedelic rock band’s legacy through contemporary streetwear.

Campaign Context

Released in October 2022, this collaboration brought together Korean streetwear label thisisneverthat’s minimalist design ethos with the Grateful Dead’s iconic counterculture imagery, creating a bridge between 1960s psychedelic rock heritage and modern street fashion.

Collection Details

The collection featured retro-style pieces including heavy canvas work jackets, cardigans, loose-knit zip-up hoodies, beanies, and relaxed patchwork bottoms. The Grateful Dead’s iconic motifs—including the dancing bear logo and “Steal Your Face” 13-point lightning bolt symbol—were printed, stitched, and embroidered throughout the collection. These symbols, originally used to mark the band’s equipment, have become enduring icons in contemporary culture. The collection officially released on October 28, 2022, through the thisisneverthat webstore and physical locations. A special pre-sale pop-up was held at E()PTY from October 21-30, with the opening two days featuring live performances from South Korean artists Balming Tiger and Silica Gel, creating an immersive cultural experience that honored the Grateful Dead’s legendary live performance tradition.

Original soundtrack and sound design for Louis Vuitton Men’s Fall-Winter 2021 Show in Seoul with House Ambassadors BTS.

Campaign Context

The event took place on July 7, 2021, at Bucheon Art Bunker B39, a refurbished art and culture space located just outside Seoul. Originally an industrial building, the venue was transformed in 2018 into a multi-level cultural complex, featuring a 5-story building with a striking 39-meter tall bunker where the Men’s Fall-Winter 2021 Collection was unveiled.

Louis Vuitton staged a “spin-off show” featuring house ambassadors BTS, who headlined a film directed by South Korean filmmaker Jeon Go-woon. The presentation showcased 34 brand-new looks designed by Virgil Abloh, Louis Vuitton’s Men’s Artistic Director.

Campaign Details

BTS modeled the collection while navigating through the venue’s massive steel structure, discovering 41 Louis Vuitton Fall 2021 looks throughout the space. The show was live-streamed globally at 7 PM KST (GMT+9) across multiple platforms including Twitter, YouTube, and the Louis Vuitton official website, marking a significant moment in the luxury brand’s engagement with Korean culture and K-pop influence.

Original soundtrack and audio editing for the Converse × thisisneverthat “New Vintage” collaboration, marking the first partnership between the two brands.

Campaign Context

Released in Fall 2021, this debut collaboration united Converse’s heritage silhouettes with thisisneverthat’s vintage-inspired aesthetic, centered around ’90s styling with faded colors and unique vintage finishes. According to thisisneverthat founder Jongkyu, “The 90s era is the biggest influence of our brand.”

Collection Details

The collaboration featured reimagined takes on two Converse classics: the One Star (premium blue nubuck upper with black midsoles) and the Chuck 70 (soft suede with aged midsoles). Both models featured distinctive bright green rubber outsoles and metal eyelets, creating a cohesive vintage aesthetic. The collection extended beyond footwear to include a French terry Utility Fleece, Utility Zip-Up Jacket, T-shirt, Woven Pants, and Beanie—all designed to complement the footwear’s “New Vintage” philosophy. The “New Vintage” collection was available for pre-order via thisisneverthat on October 31, 2021, with a wider release from Converse and select global retailers beginning November 4, 2021. The collaboration successfully introduced Converse’s iconic silhouettes to Korean streetwear audiences while expanding thisisneverthat’s international footprint.

Commissioned sound design and original music for multimedia artist Ji Hye Yeom’s moving image work exploring hybrid life forms and sensory perception.

Artwork Context

CyborgHandstanderus’s Nose examines an amalgamation of machines, animals, and plants, focusing on the cyborg entity CyborgHandstanderus and the sense of smell. The 19-minute 10-second work imagines future hybrid species while acknowledging the power of breathing and olfactory perception, emphasizing overlooked senses in discussions of technology and embodiment.

Commission Details

Commissioned by Arko Art Center, Korea in 2021, the moving image work combines cyborg imagery with plant-based contemplation to explore future ecosystems where mechanical, animal, and botanical forms merge into new life possibilities.

Original soundtrack and sound design for Dickies × thisisneverthat Fall/Winter 2020 collaboration campaign.

Campaign Context

Released on October 16, 2020, this partnership brought together American workwear heritage brand Dickies with Korean streetwear label thisisneverthat to investigate classic workwear through a contemporary lens. The collaboration was supported by Urban Research and released exclusively through Urban Research and thisisneverthat stores.

Collection Details

The collection reinterpreted three Dickies classics: the Insulated Eisenhower Jacket, 874 Work Pants, and Pocket Tee, presented in “Navy” and “Khaki” colorways. The Eisenhower Jacket was upgraded with additional filling for colder weather, featuring gold metal zippers at the main closure and pockets, tonal buttons at the sleeves, and collaborative branding motifs. The 874 Work Pants were reworked for a more relaxed fit than the existing style, with gold metal zippers and collaborative branding. The Pocket Tees came in a loose fit with classic crewneck finish and large printed pocket at the left chest.

Sound design and original soundtrack for thisisneverthat × Pokémon Collection II campaign.

Campaign Context

Released exclusively on December 21, 2020 at 11 AM KST, this Fall/Winter 2020 sequel collaboration continued thisisneverthat’s partnership with The Pokémon Company. The collection embraced the iconic “gotta catch ‘em all” phrase and focused on Generation-1 Pokémon from the original Kanto region’s 151 species.

Collection Details

The collection spotlighted three beloved Pokémon: Pikachu, Charizard, and Gengar. Leading the lineup was a varsity jacket available in both Pikachu and Charizard versions, featuring detailed Pokédex information for each species. The apparel range included hoodies, crewneck sweaters, t-shirts, caps, beanies, and socks. The collaboration extended beyond apparel to include an extensive range of accessories and homeware: mugs, pillows, rugs, posters, key charms, keychain plushes, Apple iPhone and AirPod cases, necklaces, and a messenger bag. Unique to this collection were pet accessories including a dog walking harness and lead designed in yellow and blue with lightning bolt details.

Original soundtrack and sound design for multimedia artist Ji Hye Yeom’s moving image work examining alternative forms of intelligence.

Artwork Context

AI Octopus explores “alternative intelligence” that deviates from brain-centered human thinking. The work imagines what might happen if octopuses evolved their own intelligence further, created “Octoficial Intelligence” (octopus-like intelligence created by octopuses), and visited our time and space—asking what perspectives they might offer about anthropocentric thinking and its limitations.

Commission Details

The 16-minute 35-second moving image work was commissioned by Asia Culture Center (ACC), Korea in 2020. It has been exhibited at “Onlife” at Gyeongnam Art Museum, Changwon (2022); “Human, 7 questions” at Leeum, Seoul (2021); and “Solidarity Spores” at ACC, Gwangju (2020).

Commissioned sound design for multimedia artist Ji Hye Yeom’s moving image work exploring symbiotic relationships across life forms.

Artwork Context

Symbioplot reconstructs a plot for catastrophe through the discovery of symbiotic power that connects all life on Earth. The work imagines what symbiotic, connective power among all life might look like, weaving together biological evolution, human-animal relationships, and environmental adaptation through interconnected life systems.

Commission Details

The work was featured in “Your Present” at Pace Gallery from June 17 to July 23, 2022, alongside works by Heemin Chung, Sang-ah Choi, and Hyun-Sook Hong Lee. Artist Ji Hye Yeom has exhibited at the National Museum of Modern and Contemporary Art, South Korea; Leeum Museum of Art, South Korea; and Al Mureijah Art Spaces, United Arab Emirates.

Commissioned sound design for multimedia artist Ji Hye Yeom’s video installation exploring control, power, and faith.

Artwork Context

Le Soleil Noir (The Black Sun) explores the balance and cracks within relationships, examining control over nature and human relationships while investigating the power of science and doubt regarding inertial faith. The work uses footage from a visit to Antarctic King Sejong Station, revealing Antarctica as a political space with various competing interests despite its scientific facade.

Commission Details

Created in 2019 with support from Art Council Korea and the Korea Polar Research Institute, the moving image work combines Antarctic documentation with conceptual inquiry into scientific authority and environmental politics.

Original soundtrack and sound design for ULKIN Seoul Fashion Week collections (2018 F/W, 2019 S/S, 2019 F/W, 2020 S/S).

A multi-season collaboration with the Korean fashion brand ULKIN, creating distinct sonic identities for each runway presentation at Seoul Fashion Week. The soundtracks ranged from ambient electronic to more aggressive industrial compositions, tailored to match the evolving aesthetic direction of each collection while maintaining a cohesive brand sound.

Original sound design for multimedia artist Ji Hye Yeom’s moving image work examining society’s obsession with technological progress.

Artwork Context

Future Fever addresses how contemporary society appears afflicted with “future fever”—a fervent belief that progress can only be achieved by staying ahead in the high-tech race. The 17-minute 10-second work draws parallels between Italian Futurism’s problematic alignment with Fascism and today’s competitive technological advancement, questioning where such fervent progress-chasing ultimately leads.

Commission Details

Commissioned by the National Museum of Modern and Contemporary Art (MMCA), Korea in 2018, the moving image work critiques contemporary technological utopianism while exploring visions of posthuman possibilities and digital futures.