I am a strategist, creator, and data analyst.
I believe innovative marketing communications are empowered by data, revealed by strategic planning, and, ultimately, expressed with creativity.
Condé Nast
Digital Marketing Campaigns
Content Creator
2017
Responsibility
Created Paid Social content and assisted in strategic planning for brand communication. Clients include Chanel Fashion and Beauty, NARS, COACH, LV, Burberry, Lindberg Asia HQ
Background
Content Creator (Intern) at Creative Contents Lab, Conde Nast Korea.
Creative Contents Lab., is an in-house brand of Conde Nast Korea with Vogue, W, Allure, GQ Korea.
They specialize in planning and producing branded content for luxury brands, mainly fashion films.
Responsibility
As a creative intern, I was responsible for assisting senior editors with creative productions - editing videos using premiere pro and after effects - and also responsible for assisting in English pitches for global clients such as Louis Vuitton, Lindberg, and Burberry.
The video on the right shows projects I assisted and also designed.
Content Creator (Intern) at Creative Contents Lab, Conde Nast Korea.
Creative Contents Lab., is an in-house brand of Conde Nast Korea with Vogue, W, Allure, GQ Korea.
They specialize in planning and producing branded content for luxury brands, mainly fashion films.
Responsibility
As a creative intern, I was responsible for assisting senior editors with creative productions - editing videos using premiere pro and after effects - and also responsible for assisting in English pitches for global clients such as Louis Vuitton, Lindberg, and Burberry.
The video on the right shows projects I assisted and also designed.
Hyundai DutyFree
PR Campaign
Duty Free’s resonse to COVID recession
08–2020
ResultThe campaign arose many positive PR releases, and the client expanded the marketing budget to continue the 'Duty' series.
Background
Most of us, including our clients, are struggling with this tragic situation - COVID-19. But none of them can compare to industries like the duty-free.
Hyundai Department Duty-Free decided to cancel the annual campaign in 2020 and almost all the other projects. However, the brand needed urgent marketing solutions to keep its brand position apparent, as they launched the brand only three years ago.
Our agency had to find a plan b, a big idea to utilize a situation in making a positive and attractive image for Hyundai Department Duty-Free.
Insight
The initial idea started with using the word 'Duty.' The reason behind the fall of the Duty-Free industry meant that everyone was serving their 'duty' to keep the pandemic under control. If we were to connect the word 'Duty during the Pandemic' with Hyundai Department Duty-Free, it seemed like an effective, yet attractive solution.
Most of us, including our clients, are struggling with this tragic situation - COVID-19. But none of them can compare to industries like the duty-free.
Hyundai Department Duty-Free decided to cancel the annual campaign in 2020 and almost all the other projects. However, the brand needed urgent marketing solutions to keep its brand position apparent, as they launched the brand only three years ago.
Our agency had to find a plan b, a big idea to utilize a situation in making a positive and attractive image for Hyundai Department Duty-Free.
Insight
The initial idea started with using the word 'Duty.' The reason behind the fall of the Duty-Free industry meant that everyone was serving their 'duty' to keep the pandemic under control. If we were to connect the word 'Duty during the Pandemic' with Hyundai Department Duty-Free, it seemed like an effective, yet attractive solution.
Jimin Park Portfolio
Client : Kolon Sport / Korea Outdoor Clothing Brand
Project: 2019FW Campaign
On-Air : October, 2019
19 FALL FILM
Kolon Sport, the number one Korean Outdoor brand, decided to add authenticity to its new campaigns.
The 2019 seasonal campaign was to give a different approach to what has once been more about fashion and style.
Going back to its originality and heritage as the oldest Korean outdoor brand, we aimed to communicate the love and respect for nature, and how their relationship with nature serves better products.
The model, Ryu Jun Yeol, was specifically chosen as he was known for environmentalist,
and the campaign revolved around him being a little part of the large nature, not the main protagonist.
19 WINTER FILM
teaser.
Branded Film
Korean Outdoor brands, including Kolon Sport itself back in 2018, often adhered to using western cities - the U.S. and Europe - as their backgrounds for the campaigns. However, in 2020, Kolon Sport restated the definition of "outdoors" by choosing to go to Mongolia, where real nature resides. We believed the wilderness of Mongolia will highlight the quality, function, and most of all the authenticity of the brand. Of course, interactions with the native Mongolians and Ryu Jun Yeol added to this fruition.
SK
PR CAMPAIGN
What is an authentic brand massage for a brand that flourished thanks to COVID?
06–10–2018
Client:Dongmoon
Project:Rebranding
Project Scope: $3M
Result
Won agency pitch Increased brand awareness and brand favorability by +200%
Background
- Award Winning-
Grand Prize won at 2018 Korea Advertisig Congress.
Jimin A. Park Portfolio
FASHION FILM CHANNEL
2018 I’min Channel
Created a fashion film channel called ‘I’min’ in 2018.
With the passion for both marketing and fashion, I aimed to create entertaining fashion videos that were not yet popular kind of content on YouTube. Also, through fashion films, I wanted to change the perception of the stigmatic perception of fashion and beauty in Korea - it must be perfect, likable to guys, must be mainstream, and more. I created fashion films with a different interpretation of music lyrics, such as "Good for Myself" altered from "Good for You" from Selena Gomez.
For the videos with marketing purposes, I wanted to test out if the audience responds to stories mixed with fashion and celebrity trends. One of the main projects was called ‘same style, different prices (같은 스타일, 다른 가격)’ series. By introducing a similar style of clothes to celebrities’ but in a much more affordable price range, the videos attracted the most views (up to 15,000 views) from the channel.
Our channel was sponsored by CJ DIA TV and continued our projects for four months.
Through <I’min>, I have once more acknowledged my passion for media content.
More importantly, a desire to work in a bigger media industry to communicate to the whole wide world.
With the passion for both marketing and fashion, I aimed to create entertaining fashion videos that were not yet popular kind of content on YouTube. Also, through fashion films, I wanted to change the perception of the stigmatic perception of fashion and beauty in Korea - it must be perfect, likable to guys, must be mainstream, and more. I created fashion films with a different interpretation of music lyrics, such as "Good for Myself" altered from "Good for You" from Selena Gomez.
For the videos with marketing purposes, I wanted to test out if the audience responds to stories mixed with fashion and celebrity trends. One of the main projects was called ‘same style, different prices (같은 스타일, 다른 가격)’ series. By introducing a similar style of clothes to celebrities’ but in a much more affordable price range, the videos attracted the most views (up to 15,000 views) from the channel.
Our channel was sponsored by CJ DIA TV and continued our projects for four months.
Through <I’min>
More importantly, a desire to work in a bigger media industry to communicate to the whole wide world.
< Good For Myself >
