Beauty of Joseon
Spring, Summer, Fall 2025
AGENCY PRODUCER + ACCOUNT MANAGER
Agency Producer Overview
BOJ × Sandy Liang - In collaboration with Mothersauce, a Brooklyn-based creative agency, and OLB, a Brooklyn based full service production company, I produced Beauty of Joseon's first-ever editorial campaign, timed to the launch of their new tinted SPF product.
The campaign featured New York fashion designer and cultural tastemaker Sandy Liang — a casting decision that anchored the brand's entry into the editorial space.
BOJ × Sephora Evergreen Campaign - I produced the campaign supporting Beauty of Joseon's retail launch in US Sephora stores, introducing its first FDA-approved SPF to the U.S. market.
Working closely with Mothersauce, I managed production from model casting, creating visual treatment for photographer bids, all way through final delivery and handing it off to our partner paid media team.
BOJ × Peggy Gou Day Dew Launch - To introduce Day Dew, Beauty of Joseon's first FDA-approved SPF in the United States, we built around the creative platform "Not Our First Rodeo," and cast DJ and cultural icon Peggy Gou as the face of the campaign, whose Korean heritage and global reach made her a natural bridge between East and West.
My scope included overseeing coordinating overseas production from the US agency side and completing post-production and OOH delivery through the US post production team and packaging the assets for our paid media partners.
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BOJ x Sandy Liang “Busy Girl” Spring '25
BOJ Sephora In-Store Evergreen Photography
BOJ x Peggy Gou Brand Ambassador Photo Shoot
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Creative Agency: Mother Sauce Creative
PR Agency: JGroup
Client: Beauty of Joseon
Production Company: On Lunch Break (OLB)
Director: Thaun Tran
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Creative Agency: Mother Sauce Creative
PR Agency: JGroup
Client: Beauty of Joseon
Production Company: Mother Sauce
Director of Photography: Nelson Huang
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Creative Agency: Mother Sauce Creative
PR Agency: JGroup
Client: Beauty of Joseon
Production Company: Beauty of Joseon In-House Creative Team
Director: Thaun Tran
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Working with clients from diverse cultures and backgrounds comes with a period of learning and appreciation between both parties. This wound up being useful in aligning on creative perspectives for their introduction into the US market and the creative strategy behind the brand’s US launch.
BOJ x Sandy Liang Campaign
BOJ x Sephora Evergreen Campaign
BOJ x Peggy Gou Day Dew Campaign
Event Producer Overview
Under direct guidance of Mothersauce, I produced a food pop-up at Leon’s Bagels for a weekend-long takeover at their Mulberry and Thompson Street locations and create a custom beverages and snacks. It was a strategic crossover designed to capture both foot traffic and cultural relevance.
In total, 6,000+ drinks served from the coffee cart pop ups, 1,500+ custom Leon’s items sold, 21,000+ product samples distributed, and over 2M+ social impressions were garnered from three days of influencer visits at Leon's Bagels.
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BOJ x Leon’s Bagel NYC Pop-Up
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Creative Agency: Mother Sauce Creative
PR Agency: JGroup
Vendor: Leon’s Bagels
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By streamlining the production scope, our agency was able to build comprehensive social media toolkits into the deliverables without inflating the budget or timeline, giving CK Fragrances a turnkey content system their social team could activate immediately across all four fragrance lines.
I had a working foundation for how to scope, produce, and deliver a multi-video campaign from the ground up, and
CK had a reusable model for getting more out of their production budget
