Play Hard. Live Delicious.

Bibigo wanted to evolve from a Korean food brand into an icon of K-culture and found the perfect stage in its global collaboration with Squid Game Season 2. We brought the idea Play Hard, Live Delicious to life by blending the show’s thrilling intensity with Bibigo’s irresistible flavors, creating a campaign that was bold, playful and unmistakably Korean.

I co-led the film creative from concept to delivery, shaping the master film and social assets across global markets and partnering closely with the Korea team to ensure every frame captured that perfect balance of tension, flavour and fun.