Brought global brands like Supercell and CD Projekt Red into Korea, and
scaled NEXON's Korean brands globally — $1.6M+ orchestrated, 11+ campaigns, across five countries.
Redefined brand perception by launching an online vision showcase for NEXON's ecosystem expansion — orchestrated end-to-end in three weeks.
$82K spent · Infinite IP Playgrounds vision delivered · 26.4K live viewers · organic media pickup
Orchestrated the simultaneous global launch of MapleStory N (NEXON's first blockchain IP) and the NXPC token across five countries — from campaign conception through performance analysis.
$637K spent · 200M combined impressions across meme shorts and Global Stream Clash · 470K click conversions
Stripped tokenomics to its simplest visual form — a webcomic — turning a complex concept into a single asset that drove full-campaign engagement.
$75K spent · 528K impressions · 33K retweets · 18K likes · a single asset reaching full-campaign-grade engagement
Drove the Korea launch around "Cyberpunk 2077 is everywhere" — saturating every Korean media touchpoint at scale.
$288K spent · 158M impressions · 65K live unboxing peak viewers shaped market momentum · Red Dot Award 2021
Established Supercell's first Korean community flagship — architected to deepen fandom through 72 events, 11M viewership, and embedded cultural presence.
72 events · 36K cumulative applicants & attendees · 118 contents · 11M viewership · A.N.D Award 2019
Built the structural backbone of MapleStory Universe's viral reach — an ambassador program where 36 creators produced 1,193 pieces of content over three months.
$52K spent · 36 creators producing 1,193 contents · 1.9M+ cumulative impressions (CPM $27.7)
Rewired the paid-influencer playbook as a 10-day competition format — 172 global streamers self-generated 664 livestreams, turning incentive into organic culture.
$373K spent · 172 global streamers participated · 664 livestreams · 4,290 cumulative streaming hours · 1.1M VOD viewership
Delivered 110M impressions in 7 days through a meme-format short-form campaign — designed to drive MapleStory N launch awareness.
$264K spent · 110M impressions in week 1 (×2.4 ahead of pace) · 134K click conversions
Reimagined game UA creatives through a mystery-thriller film trailer lens — a Korea-tested model that scaled into Metacore Games' global production library.
Scaled to Metacore Games' global UA library
Translated the offline Supercell Lounge community into an online format when the pandemic forced closure — extending the program through 2021.
Extended Supercell Lounge operation by one year through the pandemic · A.N.D Award 2020
Owned community operations and marketing for Brawl Stars, Clash Royale, and Clash of Clans across four years — as Supercell's Korea counterpart partner.
Brawl Stars new TikTok channel hitting 5M views in launch month · 4-year ongoing operation of Clash Royale and Clash of Clans
Introduce MSU/Nexpace's vision "Infinite IP Playgrounds" — and shift the public perception from a single game project to an ecosystem project.
The showcase format carries symbolic weight as a clear inflection point, and is uniquely effective at communicating complex content in a single moment.
A showcase typically requires 2–3 months of preparation. To compress that into 3 weeks, we shifted to an online format and modularized production — running multiple creators and studios in parallel.
The full 7-part showcase was pre-produced within the 3-week window and broadcast live on X (Twitter). The vision webpage was published immediately after to capture the moment.
Build launch momentum for MapleStory N and acquire users who actively engage with Play-to-Earn (P2E).
Marketing for Web3 and P2E games operates under regulatory constraints. The plan was built to comply — and to convert those constraints into design choices.
Opened and operated a fan-page-style short-form channel directly. Used aggregator-bait headlines like "MapleStory 3 release?" to spark curiosity, and partnered with MapleStory's flagship creator (Medocbul) to produce dedicated MapleStory N animation videos.
The goal: trigger an explosive surge of MapleStory N streams on Twitch and YouTube right at launch — manufacturing an undeniable sense of momentum. To pull in 100+ influencers, the campaign was structured as a high-prize competition.
A focused 10-day window was designed so that MapleStory N streams would happen daily, hourly, and across multiple countries. To deliver the core USP through the streams, in-stream missions were built to surface the USP organically as part of gameplay.
After an initial organic-virality attempt, the strategy shifted to paid reach. $250K was deployed across four channels (Facebook · YouTube × Mobile · PC), hitting 110M Impressions in roughly one week to land the awareness target — then pivoted to conversion ads to drive clicks.
Over the 10-day competition, 172 global streamers signed up. The result: 664 livestreams, 4,290 cumulative streaming hours, average concurrent viewership of 25,201, and 1.1M VOD views. ROI: $562 per livestream, $0.34 per VOD view, $87 per streaming hour.
Disclose NXPC's tokenomics as content — making its core mechanics and differentiators understandable to a general audience, not just crypto natives.
Reframe tokenomics as a single, enjoyable webcomic. Translate the abstract mechanics into a story so that readers finish to the end without effort, and absorb the core message in the process.
Designed as a single-episode webcomic with embedded video segments at key beats.
A single piece of content delivered campaign-grade engagement.
Web3 influencers spontaneously quoted and endorsed the work, accelerating distribution.
Reverse the Korean launch sentiment for Cyberpunk 2077 — battered by three release delays — and engineer momentum and impact at the moment of release.
The diagnosis: three delays had eroded both trust and interest. The required antidote was unmistakable cultural momentum.
The closer to launch, the more touchpoints — surfacing Cyberpunk 2077 in 2–3 places per day across the gamer's day. On launch day itself, manufacture a single unmissable moment that pulled the entire community's attention into one place.
To execute "Cyberpunk 2077 is everywhere," a 4-phase media plan was built as a progressive expansion — from target learning to total media saturation.
The actual insight was not "spend a lot in many places." It was: align the plan to the medium-by-medium behavior of the target, so that wherever they spent the day, Cyberpunk 2077 surfaced at least once.
An unboxing format where the game's narrative became the live broadcast itself. The kicker: viewers had to complete missions to "unlock" the V-box on stream — turning unboxing into an interactive experience.
Top-tier game streamers ran the broadcast simultaneously — landing the launch directly inside the Korean gamer community.
The 4-phase media plan was executed precisely across 58 days and 12 channels. Every core KPI landed at roughly 1.5× the projected target.
A single piece of content on launch day generated impact comparable to a major offline gaming event. The 65,586 concurrent viewer peak rivals the all-time Playx4 attendance record (~100K) — for one piece of digital content.
Plan and operate Supercell's first integrated community-hub brand space.
Most brand spaces pour their resources into the hardware. Supercell Lounge's hardware mattered too — but the determining factor for whether it could function as a true community hub was the programming inside it, and the experiences players ended up sharing through it.
From opening to closure — including the COVID-driven online pivot — every layer was owned end-to-end. The numbers below are the result.
Across nine years in global brand marketing, "why" has consistently mattered more than "what." Discovering "why" is what allows marketing to land in the right place at the right moment. To make that discipline operational, I built a 6-step thinking framework.
I work alongside 12 AI agents I designed and trained myself, operating like a one-person marketing studio. From directing to design and web production, the entire end-to-end of marketing runs at maximum efficiency.
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