aespa - the 3rd Mini Album ‘MY WORLD’
Background
MY WORLD marked aespa’s highly anticipated return, introducing a refreshing shift from their earlier, futuristic and metallic visuals to a more vibrant, youthful, and grounded aesthetic. The concept embraced a teen-themed, real-world look while continuing the group’s signature storytelling.
Digital Promotion & Content Production
I led end-to-end content production and digital promotion—developing creative assets, executing cross-platform social campaigns, and aligning visual storytelling with the album’s concept. I also facilitated seamless communication between the US label and internal teams, managing bilingual (Korean-English) localization across content and press materials.
Videos
Collaborated cross-functionally on planning, scheduling, art direction, on-set coordination, and full-scope video editing (video, audio, color, text) to produce both behind-the-scenes content capturing the campaign’s production process, and variety-style videos designed to showcase the members’ personalities and charm.
Shorts
Planned and produced short-form content tailored for social media platforms to amplify the album’s digital presence and promote key tracks. Supported on-set shoots and collaborated with the team to optimize each short for fan engagement and platform-specific trends.
Pinterest Promotion
Proposed and launched a Pinterest campaign as part of the album promotion, introducing a fresh platform outside the typical K-pop ecosystem of Twitter and Instagram. I developed the content strategy and creative direction for the boards, aligning them closely with the album’s concept and branding. Centered around a board titled Spicy Club—featuring behind-the-scenes photos from the album jacket and MV shoot—the campaign drew strong engagement from Korean and international fans who responded to its unique, aesthetic-driven approach. I also leveraged Pinterest-native trends to create aespacore short-form content, which sparked enthusiastic fan response and deepened engagement.