I tell stories and create experiences.

Stories of genuine people and experiences for brand vision. 

Story of Only Shinsegae.

> Fashion, Lifestyle and Beauty, Only Shinsegae | 2010-2014

> Objects of Desire | 2011-2014

> Style Notes, Men’s Fashion Dictionary

Story of Let’s Beauty Together.

> What Is Your Unique Beauty | Videos 2017

> Reach out and Gift | Images 2017

> Let’s Beauty Together | Glossy Innovation Team Awards 2018

> Let’s Beauty Together | LVMH 2017

Story of Beauty is Yours to Define & Ours to Celebrate. 

> Beauty Is Yours to Define, Ours to Celebrate | Video 2017

> Beauty Is Yours to Define, Ours to Celebrate | Images 2017

Long-form Stories for YouTube

> #StellaMcCartney #StoriesFromBrandFounders #MadeWithLove

> #GetReadywithMe #GoldCutCrease

> #Unboxing #PlaybySephora | Internal team

Bite-sized Beauty Stories for Instagram

> #LUXEatSephora | Low-budget

> #FOUNDATIONatSephora | Internal production studio

> #SephoraArtist #Dane

> #GetReadyWithMe #NormaltoCombination

Experiences from small to big, from fashion to food.

> Merry Shinsegaemas! | Visual Installation 2011

> 2NE1 loves Shinsegae | Event 2013

> Jeff Koons Loves Shinsegae | Event 2011

> SSG Food Market | Store Design 2012

> Smlles Like You

> Style Notes, Men’s Fashion Dictionary

> 2NE1 Loves Shinsegae | Collateral 2013

> Jeff Koons Loves Shinsegae | Collateral & Products, 2011

> Jeff Koons Loves Shinsegae | Behind-the-scenes, 2011

> Jeff Koons Loves Shinsegae | Joongang Daily, 2011

> Jeff Koons Loves Shinsegae | Chosun Daily 2011

I love making brands look good. But more importantly, I love making them work! 

Understanding business goals and achieving high-level KPI.

> Sephora Collection 

> Play! by Sephora 

> Beauty Insider

> Sephora Brand Book 2016

> Lululemon Brand Book 2019

I believe clients should experience a brand through all touchpoints.

A cohesive client experience is built by an omni-channel team, process and strategy.

> Love Is the Reason | Holiday 2016

> Love Is the Reason | Video 2016

> Sephora Virtual Artist 2016

> How Sephora is leveraging AR and AI | Tech Republic, 2017

> Sephora Studio Concept | CNBC, 2017

I am great at creating scalable structures, processes and systems, and I also know when to color outside the lines.  

From organizational structures to creative marketing processes, the key is to keep an open mind and to be current.

> A Brand Is a System of Rules | Select

> Sephora Brand Style Guide | Full Book

> Lip Boldly

> Color Stories

I navigate ambiguity and adventure with both intuition and logic.

Smart work processes and a strong creative team can solve any number of unexpected challenges.

> SSG Food Market Behind-the-Scenes | 2012

> SSG Food Market Opening Event | 2012

> SSG Food Market Hall of Farmer | 2012

> SSG Food Market Collateral | 2012

> SSG Food Market Gift Catalogue | 2012

> Korean Artisanal Food Jang Bang | 2012

I enjoy working with people as a creative leader and creative thinking partner.

Integrating creative disciplines and collaborating with business teams.

> Introduction to Citizens of Now Here | How I work

From Seoul to Providence, London, New York, and now San Francisco!

…and I love making memories with my kids and the people I meet along the way. 

> Behind the scenes…