bibigo x Squid Game

THE OPPORTUNITY As excitement for Squid Game Season 2 heated up, bibigo — everyone’s favourite Korean food brand — saw the perfect moment to capture the world’s attention. THE IDEA We brought this unexpected partnership to life by blending playful danger with deliciousness. The hero film and supporting digital/social assets tapped into the thrilling tone of Squid Game, 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. THE WORK - Film Creative Lead 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 Film Creative Lead 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.