Client/Brand: Castelbajac Korea
Role: Director
Role: Director
Overview
Castelbajac Korea was experiencing stagnation in its customer base, largely composed of consumers in their 50s and 60s. To rejuvenate the brand and reduce production costs, the company increased manufacturing volume and sought to reposition itself to appeal to the MZ generation—particularly young women in their 20s and 30s.
Castelbajac Korea was experiencing stagnation in its customer base, largely composed of consumers in their 50s and 60s. To rejuvenate the brand and reduce production costs, the company increased manufacturing volume and sought to reposition itself to appeal to the MZ generation—particularly young women in their 20s and 30s.
Process
As Director, I led the creative direction for the campaign using a vibrant young female model to connect with the desired demographic. I infused the visual identity with playful digital art elements to evoke a youthful and modern feel. Animated petals and sparkling effects were added to enhance freshness, energy, and a sense of movement within the visual storytelling.
As Director, I led the creative direction for the campaign using a vibrant young female model to connect with the desired demographic. I infused the visual identity with playful digital art elements to evoke a youthful and modern feel. Animated petals and sparkling effects were added to enhance freshness, energy, and a sense of movement within the visual storytelling.
Outcome/Results
The campaign successfully refreshed the brand image and drew positive responses from younger audiences on digital platforms. The modernized visuals and emotionally engaging presentation helped Castelbajac Korea begin bridging the generational gap and reposition itself as a more trend-forward, relatable brand.
The campaign successfully refreshed the brand image and drew positive responses from younger audiences on digital platforms. The modernized visuals and emotionally engaging presentation helped Castelbajac Korea begin bridging the generational gap and reposition itself as a more trend-forward, relatable brand.
