Squid Game Experience OOH campaign
Art Direction and Design
In 2024, I led art direction, illustration styles, and visual system design for the Squid Game Experience NYC OOH campaign. As an independent art director and designer, I collaborated closely with both PDA.NYC team and Netflix teams from initial concept to final delivery. The process involved developing typography, and illustrations while working alongside the campaign copywriter to explore various artistic directions. After nine rounds of design reviews, we successfully delivered the final OOH campaign that was displayed throughout NYC streets at Pier59 Studios.
Concepts I created at the early stage with different illustration style and typography treatments.
Design that needs to based on the real OOH elevation size
Illustration studies that I created to show the overall visual styles
The visual system strategically positioned content and illustrations within various windows and doors
Working with AI, Midjourney, but finalized on Photoshop
Final Illustration credit to Manuel Cetina
Final copy credit to Shloimy Notik and David Yankelewitz
Worked closely with Aaron Mosher
Thanks to all the people who contributed to this project.