KRAFTON / PUBG
bLACKPINK x PUBG
global collab
Bringing two global cultural powerhouses together in one campaign
WHEN K-POP
drops into the
battlegrounds
Two massive global fanbases collided as BLACKPINK entered the world of PUBG. I helped lead the creative direction for a worldwide collaboration that brought the energy, color and attitude of BLACKPINK into the Battlegrounds across campaign and in-game experiences.
CREATIVE DIRECTION · ART DIRECTION · PARTNERSHIP CREATIVE · GLOBAL CAMPAIGN SYSTEM
CLIENT
KRAFTON / PUBG
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PARTNER
YG Entertainment
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ROLE
Sr. Global Art Director (Publishing)
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YEAR
2021
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TYPE
Global Collaboration / Integrated
Campaign
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TOOLS
Creative Direction · Art Direction ·
Partnership Creative · Global Rollout
Visual Direction
early
Explorations
BRIEF
Build mystery and anticipation around the collaboration, teasing the new BLACKPINK skins through cinematic reveals before the full campaign launch.