yk_july15

selected work

YOUNG KIM

YOUNG KIM PORTFOLIO

Suitman aka Young Kim

(http://suitman.org)

Presently, Young Kim is working between Los Angeles and Hong Kong working as Artist/creative director for Suitman Entertainment. Utilizing his connection and expertise in both Art and Advertising worlds, Young has launched a new page in his career eight years ago. Since being invited by Agnes b. to host a series of exhibitions in Hong Kong, Shanghai, Taipei and Singapore in 2005 & 2006, Young has been actively participating in the Art x Commerce scene. These days, Young collaborate with international brands such as Agnes b, Diesel, VISVIM and DITA on a regular basis, in addition to working with other clients on a project basis. Previously, Young was responsible for winning and operating NEC China Mobile business At Hakuhodo China and Japan. In 2004 Young opened and staffed teams in Shanghai to service clients and pitch new accounts. He has focused his creative energy on working with young creative minds to push the boundaries beyond digital and TV media in Asia. Since 1998, Young Kim has also directed commercials and music videos for three of the most revered and recognized film production companies, LITTLEMINX(RSA), Tony Kaye Films and Hungry man. As a Director, his clients have included Nike, Adidas, Yohji Yamamoto, Sony, Wall Street Journal, Sega, and ESPN, among others. Prior to directing, Young was an art Director at Wieden & Kennedy in Portland, Oregon from 1992 and 1994. After just two years in Portland, Wieden & Kennedy tapped Young to open and run the office in Japan as creative director. In addition to setting up the foundations for the Tokyo office of Wieden & Kennedy to operate, Young¹s responsibilities as Creative Director of W&K, Japan included creating work for Nike, including their 1996 global Olympic advertising effort, as well as finding new business opportunities. Before moving into advertising, Young had held Design and Art Director positions at various Magazines, Fashion Houses and Design Studios in New York and the East Coast. At QVC, Young¹s role as Design Director involved creating the network¹s Corporate Identity and included Television Graphics and Marketing, working directly under Barry Diller and Diane Von Furstenberg. As a freelance art director, Young has created work for Coca-Cola, The New York Times, Bloomingdale’s, Sony, DITA, On Pedder, DIESEL, Lane Crawford, VISVIM, Warner Brothers, MTV, Viacom, Yohji Yamamoto (creative development for the 1997 Spring/Summer collection and the eyewear collection), A.A.R. (creative development for 1997 Spring/Summer campaign), Toyota, Mercedes Smart Car-Japan, Fed-Ex, Red Stripe , Pepsi, Sony, and Panasonic among others. About Suitman

Suitman is the living art created by Korean Artist Young Kim over two decades ago. Together, Suitman and Young Kim have traveled through six continents, over hundreds of destinations interacting with all walks of life, gathering inspiration for their work.

Background

CLIENT: HULU North America

PROJECT: Streaming Network Rebranding

Background of client:

Hulu has not produced any major brand campaign since 2011 but the audience’s need has evolved. For 2014, Hulu wanted an attention-grabbing campaign that rekindles brand love amid the excitement of the fall TV season from strategy to execution.

The Challenge :

To develop a new branding platform “For the Love of TV” by launching a 360 integrated all media campaign.

Solution:

We collaborated with LA based agency Troika on this exciting project. Our role is to handle the branding development starting from the marketing strategy to the production of a series of nationwide TV spots and a robust digital activation. The result is an innovative campaign that re-establishes Hulu’s positioning within popular culture by allowing audience to enjoy watching their favorite TV programs in their preferred schedule. The campaign introduced the Hulu Guru, a brand advocate who embodies the passion, innovation, and playful spirit in Hulu’s DNA. This campaign has won the silver award in Art Director’s club advertising awards 2015. To view the TV commercials: http://www.troika.tv/hulu-fall-campaign/#sthash.vQFzI0wi.dpuf:

YOUNG KIM PORTFOLIOBranding & Advertising

CLIENT: HULU North America

PROJECT: Streaming Network Rebranding

YOUNG KIM PORTFOLIOBranding & Advertising

YOUNG KIM PORTFOLIO

CLIENT: CNN TV Network

PROJECT: Rebranding global campaign

The Challenge:

To develop an international brand campaign anchoring in the core truths that CNN confronts the subjects nobody else does, goes where nobody else will. Solution:

We teamed with LA based Troika again and created the new tagline “Go There” and a campaign basing on it, which elaborates CNN’s philosophy of taking their viewers to a place where the heart and mind meet through live news coverage, original documentary and film series. Our role included creative development of an all media campaign of TV commercial, digital, out-of-home and print ad. See more at: http://www.troika.tv/cnn-go-there/#sthash.GQA7K4C7.dpuf

Branding, Advertising & Experiential

CLIENT: CNN Network

PROJECT: Rebranding global campaign

launching event

In additional to the conventional advertising campaign, we also created an interactive experiential event, in which we mock-upped a travelling experience for the guests to participate in our ‘Go There’ concept. An airport departure hall and airline lounge setting were built as the venue where the event was held in New York City for sales presentation of the channel and launching the new branding. On the left

- A selection of images showing various travelling items and the event venue designed under ‘Go There’ concept.

YOUNG KIM PORTFOLIOBranding, Advertising & Experiential

YOUNG KIM PORTFOLIO

CLIENT: W Hotel Singapore

(Grand Opening)

PROJECT: Suitman Portrait Session

Challenge:

To indulge guests’ participation in the hotel grand opening with artistic and entertaining elements Solution:

We set up a simple photo booth to serve as a shooting base for the Suitman Portrait Session in the grand opening of W Hotel in Singapore. Young made a special appearance as his artist identity, Suitman and photographed the guests in the event. All shot images were then transmitted through a projector onto a screen simultaneously while the shooting was taking place next to it. Through this projection system, we shared the candid moments of the shoot with all the guests, whether or not they participated in the session. Not before long, the screening area became the focus of the event. The portraits were then posted on W Hotel Face Book page as a post event program. # About Suitman Portrait Session

Suitman Portrait Session originally created as an interactive art installation and performance by Suitman aka Young Kim. In each session, the public would be invited to dress in Suitman’s signature look: the black suit and the tinted glasses; and having their portraits taken. The work will be shown in the forth-coming Suitman art exhibition. This art performance/installation has also been commissioned to participate in commercial marketing and PR events.

Artist Collaboration,

PR Event & Experiential

CLIENT: PYE Hong Kong (Shop Grand Opening)

PROJECT: Suitman Portrait Session

Challenge:

To blend in artistic element that engages VIP’s attention in the shop opening event of the contemporary bespoke tailor, PYE Hong Kong. The VIPs are celebrities, high profile artists and social figures in Hong Kong. Solution:

Suitman aka Young Kim put on his artist hat to host a portrait session for the VIP guests to participate during the event. Each VIP received the portrait as a special gift afterwards. Below and left: one of the VIPs of the event, Grammy award winner, Pharrell Williams in Suitman Portrait Session and Pharrell’s portrait. # About Suitman Portrait Session

Suitman Portrait Session originally created as an interactive art installation and performance by Suitman aka Young Kim. In each session, the public would be invited to dress in Suitman’s signature look: the black suit and the tinted glasses; and having their portraits taken. The work will be shown in the forth-coming Suitman art exhibition. This art performance/installation has also been commissioned to participate in commercial marketing and PR events.

YOUNG KIM PORTFOLIOArtist Collaboration,

PR Event & Experiential

YOUNG KIM PORTFOLIO

CLIENT: K11 Art Mall/New World Development

PROJECT: Art Exhibition, Advertising

& Event Production for

Hong Kong Art Basel 2012

Challenge:

To re-brand K11 ( a property owned by New World Development, one of the major property developer in Hong Kong ) as an art theme shopping mall by curating and producing a seven-weeks long art exhibition plus opening event during the annual Hong Kong Art Fair period in 2012. Solution:

We came up with the core concept of ‘Public Fair’: an art exhibition created in the public and for the public, i.e. you don’t need a ticket to enjoy an art exhibition and being a part of it. In order to execute the concept, we invited 4 artist groups from around the world, using the subject matters of our daily life to create new work, which appeals to all walks of life. We deliberately spread the exhibition in different spots of the mall to increase foot traffic throughout the mall. Moreover, we designed a series of print ads, exhibition brochure and point of sales material for the client to help promoting the event. We also allocated exhibition content at various location of the mall and introduced the tour through a treasure hunt style of brochure to engage the attention of the visitors. We also created a pop up store of artists designed products and a redemption program for the shoppers.

Advertising, Artist Collaboration/Exhibition & Event Production

CLIENT: K11 Art Mall/NWD




The exhibition of participating artists’ work were spread in different corner of the mall to draw foot traffic throughout the mall.

Suitman’s 16 feet inflatable installation anchored at K11 G/F piazza YOUNG KIM PORTFOLIO

Advertising, Artist Collaboration/Exhibition & Event Production

Right:

Brochure designed in a treasure hunt map to lead visitors to tour different set up of the exhibition so as to increase foot traffic throughout the mall. Below:

Art installation style of pop-up store carrying artists designed products for sales

YOUNG KIM PORTFOLIOAdvertising, Artist Collaboration/Exhibition & Event Production

CLIENT: K11 Art Mall/NWD




YOUNG KIM PORTFOLIOExperiential Concept Development, Art Exhibition & Event

CLIENT: DIESEL

PROJECT: DIESEL X Terry Richardson

Exhibition & Book Launch

at Hong Kong Art Basel 2011

Challenge:

To develop a conceptual presentation format for erotic photographer, Terry Richardson’s book launch in Hong Kong Art Basel 2011. The content in this book is a collection of the photographer’s work that was shot in Hong Kong, featuring local Hong Kong celebrities, artists and trendsetters. Our client is the publisher of the book.

Solution:

We designed an exhibition booth incorporating Diesel’s red logo color and integrating Hong Kong signature elements, such as golden carp, hawker center red lamp shade, storefront metal folded gates and tin mail box. The result is a sensational venue for this photography exhibition. We managed to keep a perfect balance of artistic nature of the project and the branding criteria of our client’s.

KYI at HK Art Fair

YOUNG KIM PORTFOLIOBranded Content development

CLIENT: Nike

PROJECT: The Battlegrounds: Ball or Fall

Concept:

To create a documentary film for one of the very first Nike viral campaigns. The concept was based on the street basketball tournament touring through major cities across the United States, looking for the best street ball players to take part in a nationwide competition for America’s best street ball player. BATTLEGROUNDS was aired on US MTV prime time slot and was developed into a two seasons of reality show. It was a big hit and has changed the industry’s perception of viral campaign at the time. To view the film, please access the link below http://www.vimeo.com/22406267

CLIENT: MITSUBISHI X UBS

PROJECT: GYRE OMOTESANDO

Challenge:

Gyre is a luxurious shopping mall in heart of Tokyo. The original brief of this project was to create a website for the general customer’s information and to promote the mall. Solution:

Instead of creating a conventional website, we came up with the idea of developing overall digital and mobile platform for the mall that drives their directory, concierge assistance and interactive digital gallery. Shoppers connect their mobile phones to a system, which provides customer’s service. Besides providing interactive service and promotion to the target consumers by this system, our client also benefit from gaining a database of their target consumer’s mobile numbers. Result:

This project was the pioneer of the same kind in the commerce digital industry. The system was launched in 2008. It has won several awards and been widely covered in the trade media.

YOUNG KIM PORTFOLIODigital

CLIENT: DIESEL

PROJECT: Shanghai Expo 2010

Exhibition & Event

Challenge:

Music, art and cultures are the elements that Diesel uses in their marketing platform. Suitman is one of the artists that Diesel collaborates with on a regular basis. During the Shanghai Expo 2010, we were appointed to create an in-store installation and event based campaign in Shanghai for them. Solution:

SUITNATION Around the world in 20 years The concept was based on Diesel’s global ‘BE STUPID’ marketing campaign. During the World EXPO 2011 closing week, we created the pavilion of the fantasy Suitnation in Diesel Shanghai flagship store, which coincided with Suitman’s 20th anniversary celebration. The limited edition of artist cross-over merchandise was launched for sales at the event opening as well.

YOUNG KIM PORTFOLIOExperiential Concept Development, Artist Collaboration/Exhibition & Event

CLIENT: DIESEL Shanghai

PROJECT: Shanghai Expo 2010

Exhibition & Event

This page:

Photos of the set up of the exhibition and event opening


YOUNG KIM PORTFOLIO

CLIENT: DIESEL

PORJECT: DIESEL X SUITMAN

Sandstorm survival set

product design & collaboration

Sandstorm Survival Kit is an outing gear/accessory collection consists of a military watch, a compass, a key chain and a scarf packaged in a box set. The merchandise set was launched at the Diesel: Shanghai Expo Event.

Artist Collaboration

& Product Design

YOUNG KIM PORTFOLIO

CLIENT: On Pedder at Joyce Hong Kong

PROJECT: Suitman X Visvim

Challenge:

This is an artist cross-over merchandise collaboration and launching event for On Pedder @ Joyce Hong Kong. On Pedder @ Joyce is a high-end fashion accessories retail group in Hong Kong and China. In order to strengthen the creative profile of their image, we were appointed to create an artist merchandise and an event based on the concept of ‘Product with a twist’. Solution:

The concept of the merchandise was related to Suitman artist profile - periodically, I set up a camera in the street, inviting the passer-by to dress up as Suitman and photographing them; through years of road show experience, I created a unique ‘pull-over’ style suit & bib shirt set that allows me to be camera ready at a split second – by elaborating this concept further, I made it to a collection of shirts and a signature eyewear for this project. The manufacturing was done by two renowned fashion brand owner friends of mine, Visvim & Dita. This four ways collaboration was aimed to create a big buzz in the fashion industry. For the opening event, to make the show more interactive, all guests were invited to try on the merchandise and have their portraits taken by me. Each participant then received the portrait as an souvenir. In addition. There was a series of Suitman’s photography work exhibited along the merchandise, which reflected the source of the inspiration of each design in the collection.


& PR Event


PROJECT: Suitman X Visvim

Suitman bib shirt set The production of this collection was handled by Suitman’s long term supporter, Visvim.

YOUNG KIM PORTFOLIOArtist Collaboration

& PR Event


PROJECT: Suitman X DITA

Dita also made a special edition Suitman spectacles to accomplish this new look.


& PR Event

Top row left to right - The new look completed. Thanks to Visvim and Dita! - Bib shirt collection in display Middle row left to right - Embroidery done by Suitman himself - Some more photo session with guests at the opening - Suitman’s signature yellow tinted glasses Bottom row left to right - Other Suitman’s work displayed in store - New photo series in exhibition - Suitman’s trademark on shirt


& PR Event

YOUNG KIM PORTFOLIO

CLIENT: DIESEL

PROJECT: Cultivate Exhibition

& Opening Event

Challenge:

To incorporate the core elements of art and culture from client’s global ‘Cultivate’ marketing platform into an in-store installation, marketing event and press campaign. Solution:

The concept of this project was about exhibiting the mixing of ‘old with new’ elements in Hong Kong street culture, which has been the power in cultivating Hong Kong. We decided to use ”Dai Pai Dong”, the traditional street vender's booth of Hong Kong as the canvas, inviting 10 renowned artists from different regions to interpret their art on the booths. All the finished booths were placed at the Diesel Planet Store in Central Hong Kong to complete the installation, achieving the atmosphere of chaos from a side walk market within a prime high end shopping location.

Shop frontage designed and painted by Hitozuki ( one of the participating artists )

Experiential Concept Development, Artist Collaboration/Exhibition & Event

Top row left to right - Artists interpret their vision on Hong Kong style street vendor booths - SIGSS – Suitman International Ghetto Sound System, a DJ system on a street vendor push cart designed by Suitman Bottom row left to right - DJ Suitman rocking the crowd - Special guest at the opening – real street vendor, Mr. Chan giving fragrantly Chinese orchid away - Another real street vendor, Mr. Man doing ‘Fei Chun’ – a traditional art by using Chinese calligraphy to send others warm wishes


CLIENT: Elements Mall Hong Kong

PROJECT: World in a suitcase

Challenge:

This is a marketing campaign of Elements Mall Hong Kong. The theme was artist’s interpretation of "the world in a suitcase.“ Suitman was invited to participate in the art exhibition and made a special appearance in the opening event. Solution:

Suitman’s art piece was a series of 3 suitcases – ‘The Good, the Bad, and the Ugly’. Each suitcase represents the state of our world in Suitman’s vision. At the opening event, Suitman put on the pilot hat and became Captain Suitman, whizzing around the venue with his SAL (Suitman Airline) flight attendants to surprise the audience and the visitors.


World in suitcases – The Good, music (portable sound system) brings harmony. The Bad, weapons represents conflicts. The Ugly, wealth reflects materialism.

Captain Suitman and SAL crew with fans at the opening

CLIENT: Elements Mall Hong Kong

PROJECT: World in a suitcase


YOUNG KIM PORTFOLIO

CLIENT: DIESEL X Emperor Entertainment

PROJECT: Shinjuku Incident Premier Event

Challenge:

Based on the theme of the movie ‘Shinjuku Incident’ to create a joint promotion event for the clients. The story of the movie is about how Chinese illegal immigrants struggling in Shinjuku area of Tokyo during the 80’s. Starring: Jackie Chan and Daniel Wu. Solution:

We brought the retro Shinjuku cinema district into the Diesel store. Art installations of the traditional Japanese drinking joint was created as the venue for the opening party as well as displaying in the main window of the shop. We also created an alley of vending machines inside the store from which shoppers could purchase special edition products or movie tickets.

Frontage and window of Diesel Planet store in Central, Hong Kong

Experiential Concept

development & Event

Guests partying at Shinjuku street style drinking joint installation

Specially designed edition of movie tickets selling in vending machine

CLIENT: DIESEL X Emperor Entertainment

PROJECT: Shinjuku Incident Premier Event

YOUNG KIM PORTFOLIOExperiential Concept

development & Event

YOUNG KIM PORTFOLIO

CLIENT: Agnes b.

PROJECT: Suitman Invasion

Challenge:

Agnes, the founder of Agnes b is one of the most significant art collector in the world. Suitman was one of the first few artists who were invited personally by her to collaborate with her brand. The project was about taking Suitman’s artistic profile to develop consumer engaging experience. Solution:

The whole series of the exhibitions involved a few countries, the first one was held in Hong Kong. The show was then toured to Taipei, Shanghai and Singapore. A public intervention was set up in the dawn of the Hong Kong show opening day. We produced 500 Suitman inflatable figures, which were placed throughout the Central ( business centre ) area of Hong Kong. Morning commuters were greeted by these curious figures, upon closer scrutiny, revealed the date and location of the exhibition, which opened that evening.

Installation art - Suitman invading Central, Hong Kong

Experiential Concept Development, Artist Collaboration/Exhibition & Event

Exhibition and performance art at Agnes b. Taipei store

Gigantic banners hanging in mall where Agnes b. Shanghai store is located

Exhibition at Agnes b. HK gallery

SUITMAN x Agnes b. exhibition series in Asia.


YOUNG KIM PORTFOLIO

SUITMAN x Agnes b. Chocolate Set

Agnes b. Delices. Suitman was the first artist invited by Agnes b. Delices to design a chocolate gift set. The set comes with a tote bag, Suitman figure made of chocolate and a Suitman pendant and chain.


& Product Design

YOUNG KIM PORTFOLIO

CLIENT: DIESEL

PROJECT: ‘New Grand Tour’

Film Production and Exhibition

This is definitely not just another brand sponsored documentary film. The film itself has an important role for the exhibition based event we created for Diesel in 2007. Besides Suitman, we also invited four other renowned New York based artists to participate in this project. To deliver more than an exhibition, we took the artists to an inspiration gathering journey and brought a film crew along to document the experience – how everyone came together and learned from a different culture to create their inspired pieces for the final exhibition in Beijing. The artists and the film crew travelled from Shanghai via Yunnan to the final destination in Shangri-la, meeting the Chief Lama who was leading the creation of the longest ‘Tongka’ (the traditional Tibetan Buddhism art) ever produced, experiencing the cultural exchange with lama-artists, visiting a run-down village school in one the poorest area in China, and challenging themselves with many first time life experience. Six months after the trip, the artists got together in Beijing, exhibiting their art, which was inspired by the experience of the journey. This film was a journal that witness the creation of the entire project. It has been screened in several film festivals and still being screened in Europe and Asia. To view the film: http://www.vimeo.com/16547898

Branded Content Creative Development & Film Production

Top row from left to right - On the way to Mei Li Glacier National Park - mules are the only transport means - Lama-artist working on Tongka in Yunnan campus Middle row from left to right - Suitman in action captured by film crew behind him - Suitkids photo session at Tibetan school in Tording village - Suitman and the entire school in Tording village taking shots in front of their classrooms Bottom row left to right - On the top of world, the crew with Mei Li snow mountain range as background - Tongka student in traditional costume - Suitman with Lamas at Eastern Bamboo Forest Monastery of Shangri-la

YOUNG KIM PORTFOLIOBranded Content Creative Development & Film Production

YOUNG KIM PORTFOLIOExhibition & Event

YOUNG KIM PORTFOLIO

CLIENT: Panasonic

PROJECT: Winter Olympic

Global Internet Campaign

This project was to create and develop the content of a web site for Panasonic to celebrate their sponsorship of the Vancouver winter Olympic 2010. Based on the theme ‘One Winter, Five Dreams’, we proposed to host blogs of the five selected Olympic contestants by Panasonic on the web site, to reveal how each of them prepare for the games as time was counting down. The selected athletes were not the typical national heroes nor were they in the medal top list. However, each of them has a uniquely inspiring story behind their path to the games. This was what making the concept stand out from other athlete’s story type of advertising. In order to deliver the message with substance, we decided to travel through 4 continents to follow each athlete around with a camera to document their training, interviewed their family and friends and let the athletes tell the audience their dreams first handed through this short film collection. To view the films: http://www.youtube.com/user/OneWinterFiveDreams

Branded Content Creative Development & Film Production

CLIENT: F.I.L. (visvim) Japan

PROJECT: Brand Concept Short Film

This is a creative development, film directing and production job for the international high end men’s fashion brand. The concept of this project was to document the metamorphosis of F.I.L. Kyoto store from a traditional Japanese porcelain doll making workshop, paying homage to the tradition of passing craftsmanship from one master to the next. This short film was published as DVD box set for sales exclusively in F.I.L stores. To view the film: http://www.vimeo.com/22406267


CLIENT: F.I.L. (Visvim) Japan

PROJECT: Brand Concept Short Film


CLIENT: Yohji Yamamoto

PROJECT: AAR

AAR is Yohji’s bridge line of men’s wear available in Japan and Asia. responsible for TVC, print, and outdoor campaign.

YOUNG KIM PORTFOLIOAdvertising

CLIENT: Yohji Yamamoto

PROJECT: Launch of eyewear collection

To create print ads, POP and DM art direction (Concept Development & Art Direction) Concept The concept of the collection was to examine and celebrate the small things around us everyday. We invited four poets from Paris, New York, Tokyo, and Los Angeles to interpret this concept through the images we provided them. These poets were also the models in the campaign.


CLIENT: Nike

PROJECT: Global Apparel campaign

AGENCY: Wieden + Kennedy Global apparel campaign


Nike Global Basketball campaigns.


CLIENT: F.I.L. (Visvim) Japan


YOUNG KIM PORTFOLIOOther work

YOUNG KIM PORTFOLIO

For further enquiry, please contact Suitman or Young Kim via email:

[email protected] Our web site:

www.suitman.org Face Book page:

https://www.facebook.com/pages/Suitman-aka-Young-Kim/51438343847?ref=hl

Contact

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