HYBE AUDITION PITCH
One brief: bring HYBE, known most for BTS, Seventeen and Enhypen, to Australia in 2026.
Our pitch: a full 360 marketing campaign for HYBE Music Group's first Australian audition tour.
I led the art direction and developed a creative solution to reach young Australians across every touchpoint, from street-level installations to social, DOOH and a live pop-up event in Sydney.
Our pitch: a full 360 marketing campaign for HYBE Music Group's first Australian audition tour.
I led the art direction and developed a creative solution to reach young Australians across every touchpoint, from street-level installations to social, DOOH and a live pop-up event in Sydney.
I like to say this pitch currently lives in purgatory. The project is on hold.
Client
HYBE MusicGroup
HYBE MusicGroup
Project Specifics
Art Direction
Art Direction
STAND OUT TO FIT IN
K-Pop has a passionate fanbase in Australia but the wider youth audience needed more than awareness. Australian teens don't like standing out alone. The campaign had to meet them where they were culturally and give them the confidence to step forward and audition.
BackStage Pass
The creative idea centred on the BackStage Pass, an all-areas access concept that reframed the audition as an exclusive experience rather than a formal talent search. A physical pop-up at Tumbalong Park (Sydney), door installations across six cities, influencer seeding, DOOH and social video, all built around a single iconic visual language in HYBE Lemon, black and white.
THE POWER OF THE PASS
The lanyard became the campaign's hero object, a golden ticket that doubled as merch and a social moment. Every design decision, from silhouette photography to cordon tape, was built to be instantly shareable and deeply aspirational. The kind of thing you would post before you even walked through the door.
This one currently lives in purgatory. The project is on hold, but the door is still open.