HYBE AUDITION PITCH
HYBE, home to BTS, Seventeen and Enhypen, were looking to bring their global music group auditions to the Australian teenage market for the first time.
I led the art direction on a full 360 marketing campaign pitch, with a live audition pop-up in Sydney at its heart, using the event itself as a brand awareness moment with street-level installations, social, DOOH and influencer seeding built around it.
Client
HYBE Music Group
HYBE Music Group
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 access all areas concept that reframed the audition as an exclusive experience rather than a formal talent search. Door installations across six Australian cities would be deployed first as a teaser, building curiosity before the full campaign then launches in Sydney, DOOH, influencer seeding and social video, all 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 aspirational. The kind of thing you would post before you even walked through the door.
I like to say this one currently lives in purgatory. The project is on hold, but the door is still open.
