🎬 Netflix
🎬 Netflix
SMTOWN Winter Album 2022
Background
The SMTOWN Winter Album is SM Entertainment’s flagship annual project designed to expand the SM Culture Universe (SMCU). The 2022 edition, SMCU PALACE, integrated the album launch with a New Year’s Day concert. This digital-first campaign brought together the agency's full artist roster, creating a cohesive narrative that drove simultaneous anticipation for both the music release and the live event.
The Objective
To drive engagement for the album and live concert by creating a unified digital campaign. The task was to build a format flexible enough to feature the entire roster of 50+ artists, ensuring the holiday theme resonated across all touchpoints while navigating massive logistical complexities.
Mystery Calendar at SMCU PALACE 🎁 | EP. 02
Concept & Approach 🎁
- Developed a Christmas “Mystery Calendar” concept inspired by advent calendars, turning it into a giant interactive set filled with holiday games and props for 50+ artists, and extending the theme across long-form and short-form content.
- Led end-to-end creative from concept, scripting, and art direction, set design/props, through production, editing (Final Cut Pro), and social rollout, ensuring a cohesive visual identity across all touchpoints.
Mystery Calendar at SMCU PALACE 🎁 recorded a total of 1.2M+ views across two episodes on YouTube.
Process
Process
Extending the Theme into Social Media Promotion
Social campaign extended the “Mystery Calendar” concept across SMTOWN’s Instagram, TikTok, Twitter, and Facebook with short-form content and a staged rollout, driving 21.5M+ views on TikTok and 22M+ views on Instagram Reels.
Bringing the Celebration Live:
New Year's Livestream Concert
New Year's Livestream Concert
New Year’s Day concert was livestreamed across 14 SMTOWN and artist accounts (IG Stories & TikTok), with platform-optimized promotion driving 4.8M views on TikTok and 10M+ views across 13 Instagram accounts.
*Managed platform comms, livestreaming, setup, real-time monitoring, and data analysis.
Behind-the-Scenes Videos:
Bringing Fans Closer to the Campaign
In K-pop, behind-the-scenes videos are highly popular as they give fans a glimpse into off-the-record moments and the genuine dynamics between artists. As part of the campaign, I produced and/or edited—and in some cases, shot—these BTS videos, adding depth by highlighting the artists' efforts in bringing the project to life while also revealing different perspectives and unseen moments that enriched the overall storytelling.