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.
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.