David Jung — Asian Creative Director Bridging East and West, Los Angeles

SF4AM — 88rising (2023)

Scope: Artist development, visual identity. Role: Creative direction. Collaborators: Cekai, Ironhead Studios.

SF4AM, 88rising's new dance music collective, needed a visual identity that celebrated its Asian roots and captured the energy of its rising producers. We dove deep into Japanese Tokusatsu (特撮 とくさつ) cinema to create a unique world for the group, complete with four distinct characters who roam the world as the group’s avatars. These characters have a deep and sprawling backstory that was told through music videos, social content, live performances, PR stunts and even a custom-built 80s Toyota Corolla, blurring the lines between reality and fantasy.

SF4AM's visual identity is inspired by the golden age of late 80's japanese cinema.

Distinct masks were designed to reflect the musical role of each member. Collectively, the masks unifies them as an iconic artist group.

A suite of music videos and content pieces, in partnership with Toyota, served as narrative snippets of a larger universe and backstory.

Social content captured around San Francisco grounded the group in the real world.

A dynamic live performance designed around a four pedestal stage, giving each member their own suite of lights, colors, cameras and VFX.

Head in the Clouds — 88rising (2024)

Scope: Brand identity, experiential. Role: Creative direction. Collaborators: Aura, Immanent.

Head in the Clouds Festival, the LA-based music and arts festival championing Asian talent, was ready to go global. After a meteoric five-year run, they needed a complete brand overhaul to solidify their place as the premier Asian music festival worldwide. We helped them define their core message—a celebration of crazy dreams and boundless imagination—and infused it into every aspect of the festival experience, from stage design and branding to artist lineups and on-site activations.

The festival visual identity centers around a mascot, Clo, a temperamental cloud inspired by our collective dreams.

The centerpiece of the festival is an interactive stage where Clo reacts in real-time to performances, online chatter, and the audience.

Festival ground experiences and brand activations were designed and curated to celebrate truly authentic asian-american culture.

Elaborate artist portraits were captured on-site and shared in real-time to stoke conversation and hype online and on-site.

A tightly choreographed broadcast made for a uniquely cinematic, artful, and highly shared livestream experience.

League of Legends Esports — Riot Games (2024)

Scope: Brand identity, product. Role: Creative direction. Collaborators: Massive Assembly, NMBRS.

As League of Legends Esports approached its 10th anniversary, it was already the undisputed king of the industry. However, the visual brand was still rooted in high-fantasy gaming tropes. To cement its status as the future of sport, we needed to unify a fragmented global ecosystem of regional leagues and teams under one powerful banner. The goal was to shed the traditional gamer aesthetic and build a centralized visual identity that was bold, modern, and undeniably sport-driven.

The new brand identity for LoL Esports forgoes classic game fantasy tropes for a bold, modern, sport, type-driven identity system.

Partnering with Tiffany & Co. to reimagine the Summoner's Cup with a sleek five-handle design that honors the winning five-man team.

Evolving the identity of WORLDS to highlight the competition, the stakes, and the players rather than the game elements themselves.

Newjeans Bunnies Camp — ADOR (2024)

Scope: Live performance content. Role: Creative direction. Collaborators: 1826, Immanent.

Newjeans, the kpop girl sensations, met their fans at the Tokyo Dome for "BUNNIES CAMP", two completely sold-out nights of performances, games, and surprise guests. To bring a cohesive look and story for the "BUNNIES CAMP" concept, we developed a spiralling "rabbit hole" concept which started above the clouds in a dreamy, surreal newjeans-inspired campground. As the show progressed, we went deeper and took fans into a progressively more psychadelic, vibrant, and completely unhinged world.

We turned the opening DJ set into a stadium-wide hypnotism session, drawing them deeper and deeper into the stage.

Fans were transported into a hyper dream universe known as Bunnies Camp, filled with insider fan references.

1999 Write the Future — 88rising (2023)

Scope: Brand identity, film campaign. Role: Creative direction. Collaborators: HPLA, Kid Studio.

1999 WRITE THE FUTURE is a music and content collective channeling the spirit of late '90s Asian-American culture. For their debut album, HELLA, we created a full-blown '90s universe, starting with album packaging that pays homage to this iconic era's unique style. We launched the album with a suite of music videos, an interview podcast set inside an asian karaoke bar, and snack explainer videos, all celebrating the sights and sounds of '90s Asian-American youth culture

The debut album is a packaged celebration of the late 90's, the beginnings of modern asian-american culture.

A suite of content like memories, showcasing familiar locations, phenomena, and scenes that the defined the AZN era.

Music videos were based in experiences and stories from 90's asian-american culture.

Killer Karaoke is a long-form podcast featuring interviews, food, and live performances inside a fully customiz karaoke booth.

Here to Create — adidas (2018)

Scope: Film campaign. Role: Art direction. Collaborators: 72andSunny, Carlyle Garrick.

Adidas was looking to make a big splash across all their sports through a new brand position: Here to Create. For the biggest moments in the brand's two largest verticals, global football and hoops, we developed two films that showcased the power of creativity in sport. ‍ When all other brands flashed their superstars, we got adidas to do the opposite. We went where football culture is being shaped, to the streets and concrete pitches, and made them the stars and co-creators of adidas' splashiest global campaign to show that creativity is the way to the top.

During the Champions League Final, we assembled the freshest footballers around Europe and made them the stars of adidas' biggest football campaign.

Days leading up to the final, the young footballers took over splashy billboards around the stadium.

Meanwhile in America, during the NBA finals, we dropped a film starring its most controversial, "creative" superstar - James Harden.

Meanwhile, in America, adidas released another film starring the most "creative" and controversial NBA superstar - James Harden.

88rising Coachella — 88rising (2022)

Scope: Live performance, brand identity. Role: Creative direction. Collaborators: Cloud Campos, Zhonglin.

88rising made history at Coachella 2022 as the first label with a mainstage slot. The goal was to deliver an incredible showcase of the greatest asian artists across countries and generations to a global audience. We curated a performance featuring the most important asian artists around the world, including Hikaru Utada, Milli, Jackson Wang, Bibi, and a surprise reunion of the iconic 2NE1. We developed all visual content for the 90-minute set, including on-screen graphics, marketing assets, and portraits by the legendary Zhonglin.

The visual identity of the show brings together various ancient, spiritual, and nature elements found across asian folklore.

Stage visuals continued on these themes with each artist's stage transforming into a different elemental world.

Jones — boylife (2024)

Scope: Album campaign, artist development. Role: Creative direction. Collaborators: Anno, Le3ay Studio.

For boylife’s second full-length album Jones, we developed a campaign that translated the record’s raw intimacy into a bold, contemporary visual identity. Drawing from boylife's love for americana, the subject matter from the songs, and the raw analog process that created the record, we developed a parallel visual world of restrained stark typography, surreal metaphorical imagery, and tactile textures.

Valorant Champions Tour — Riot Games (2024)

Scope: Brand identity, broadcast. Role: Creative direction. Collaborators: Cory Schmitz, Massive Assembly.

Valorant launched in 2021 as Riot's ground-up competitive FPS and immediately became a cultural fixture. The hype was global and the adoption was fast. Alongside the game, Riot introduced the Valorant Champions Tour, placing organized competition at the center of the ecosystem from day one. We developed the tournament's brand identity as an evolution of the game's core visual language - taking the precision and technical edge of Valorant and pushing it somewhere bolder and more visceral, matching the intensity of what competitive play actually feels like.

The visual identity system of the VCT is a grittier and battleworn evolution of the game's precision sci-fi aesthetic.

The inaugural launch campaign leaned heavily into the global nature of the sport, driven by a bold multilingual type aesthetic.

Worlds 2021 — Riot Games (2021)

Scope: Brand identity, broadcast. Role: Art direction. Collaborators: Massive Assembly, Good Art.

The 2021 League of Legends World Championship descended on the historic Shenzhen Stadium for a record-breaking night of esports where legacies are made or broken in a single moment. We developed a MAKE/BREAK visual identity that fused bold kinetic typography with epic 3D collage, creating a visual system that felt bold, sport, dramatic and brought the duality of MAKE/BREAK to life across all aspects of the championship.

The visual identity lives in the drama and tension of make/break - bold kinetic type smashed together with an epic 3D collage.

The identity evolves through each stage, getting progressively more dramatic and bold as the stakes get higher.

A MAKE/BREAK trailer revealed the championship final location in China held at the iconic Shenzhen stadium.

To hype the finals, we released an animated music video that brought the visual duality of MAKE/BREAK to the next level.

The champions of WORLDS also won the Summoner's Ring, designed in collaboration with Mercedes AMG.

Fly Market — Apple (2018)

Scope: Film campaign. Role: Art direction. Collaborators: The Daniels, Prettybird.

For the launch of iPhone X, apple wanted to highlight one of its most magical features, ApplePay with FaceID. A combination that makes paying for anything feel as effortless as magic. The film campaign launched with a hero film, directed by the Daniels, featuring a a local flea market, an iPhone, and vulfpeck's infectious "Back Pocket".