Client/Brand: Castelbajac Korea
Role: Director
Role: Director
Overview
Castelbajac Korea aimed to revitalize its aging customer base, which was primarily composed of consumers in their 50s and 60s. The brand planned a strategic shift to appeal to younger demographics—particularly women in their 20s and 30s—while also optimizing production efficiency through increased manufacturing volume.
Castelbajac Korea aimed to revitalize its aging customer base, which was primarily composed of consumers in their 50s and 60s. The brand planned a strategic shift to appeal to younger demographics—particularly women in their 20s and 30s—while also optimizing production efficiency through increased manufacturing volume.
Process
As Director, I led the development of digital content tailored to the preferences and online behaviors of the MZ generation. A key component was the creation of a 3D avatar model that allowed users to view products in a 360° interactive format. This provided a more immersive and intuitive online shopping experience. I also designed a stylized digital character to serve as the campaign’s visual identity, enhancing the brand’s relatability and freshness.
As Director, I led the development of digital content tailored to the preferences and online behaviors of the MZ generation. A key component was the creation of a 3D avatar model that allowed users to view products in a 360° interactive format. This provided a more immersive and intuitive online shopping experience. I also designed a stylized digital character to serve as the campaign’s visual identity, enhancing the brand’s relatability and freshness.
Outcome/Results
The campaign contributed to a measurable increase in engagement from younger consumers and supported the brand’s transition to a more digitally-forward, youth-oriented image. The use of a 3D avatar also helped reduce the need for traditional photo shoots, thereby lowering production costs.
The campaign contributed to a measurable increase in engagement from younger consumers and supported the brand’s transition to a more digitally-forward, youth-oriented image. The use of a 3D avatar also helped reduce the need for traditional photo shoots, thereby lowering production costs.
