IYKYK
CAMPAIGN
2023

CREATIVE DIRECTION

A multi-title, multi-platform campaign showcasing Korean titles required an identity design that resonates with the creative strategy of anyone and everyone can be a K-drama fan.

The lockup design along with comprehensive design guidelines was created for both static and motion applications alongside whimsical copywriting, shared with partners for extended media.

The design explorations and intent was ensuring K-titles were the central focus, yet contextually standing out and relatable to the K-fandom.

IYKYK was rolled out on out-of-home placements as well as the digital and social sphere. Via This is Tommy.