NCT - the 3rd Album
‘Universe’
Background
NCT (Neo Culture Technology) is a one-of-a-kind K-pop group with a large, fluid member system, consisting of 23 members across sub-units like NCT 127, NCT DREAM, and WayV. Their 2021 ‘Universe’ album was a highly anticipated full-group comeback, highlighting multi-unit collaborations and the group's versatility and interconnected concept. Given NCT’s expansive lineup and global reach, the digital promotion focused on storytelling and engaging content across social media to maximize fan interaction worldwide.
Digital Content
Incorporating themes from the album’s title track ‘Beautiful’, we created a short video series that highlighted each member’s story, ensuring their individuality wasn’t lost within NCT’s 20+ member lineup. Leveraging the end-of-year, New Year timing, the series centered around ‘beautiful moments’ from the past year, allowing each member to reflect on their personal experiences. I led scripting and planning the shoot featuring Johnny and Mark, the group’s American and Canadian members, to connect with English-speaking audiences. Additionally, I collaborated with the camera crew vendor on set, conducted research and moodboarding for the visual direction, and edited the series (video, audio, color).
Watch the full series here.
Short Form
Researched and developed trend-driven concepts to amplify the album’s sound, boost track visibility on social media, and highlight the artists' personalities through viral moments, strategically targeting global fandoms beyond Korea and driving millions of views on TikTok and IG Reels as part of the campaign.