Lead: Brand Messaging & Creatives

Korean Air wanted to tap into America’s love for Korean culture and position Seoul as the next bucket-list destination for US Gen Z travelers. I led the brand messaging and creative narrative to localize the airline’s personality for this audience—making it feel playful, immersive, and culturally rich. The campaign introduced new direct routes from key US cities to Seoul while spotlighting the excitement of “experiencing Korea before you land.”

We built a trend-forward launch moment that leaned into the Hallyu wave, driving cultural curiosity into real travel intent. The result: hyper-engaged Instagram audiences, major uplift in search interest for Seoul routes, and a strong first impression for Korean Air’s expanded US presence at scale—translating hype into bookings.