bibigo x Squid Game

[THE OPPORTUNITY] Bibigo had a natural link to the global rise of K-culture-but the challenge was turning that connection into a compelling consumer reality. How could bibigo move beyond being just "a Korean food brand" to becoming an iconic name in K-food for everyday life and really "Live Delicious"? As excitement for Squid Game Season 2 heated up, Bibigo saw the perfect moment to capture the world’s attention. [THE IDEA] We launched a campaign on the central idea that to "LIVE DELICIOUS," one must also "PLAY HARD"-tying into the themes of Squid Game. This concept brought together the high-stakes energy of Squid Game with the irresistible flavors of Bibigo, offering a uniquely Korean cultural experience that is both thrilling and delicious. The hero film and supporting digital/social/OOH assets tapped into that thrilling tone, playfully reimagining how viewers might experience the show — with Bibigo by their side as the ultimate Korean pairing. The campaign was globally scalable, locally adaptable, and full of flavorful tension. [WHAT I DID] Associate Creative Director (Film) from creative development to global delivery. Collaborated with a multinational team (Korea, Singapore, America, Malaysia, Australia) to build a campaign proposal tailored to Bibigo’s strategic markets. Led the development of the master film concept and social variations — transforming early thought-starters into tangible creative that sold the campaign. Wore multiple hats: copywriter (English), visual creative, and art director. Continued post-pitch as Associate Creative Director (Film) with the Korea market team — overseeing the creative development, pre-production, and final execution. Worked closely with Korea-based production on the film shoot, providing creative direction and quality control.