Selling a Seoul summer night in one frame.
Promotional poster design for a city event. A key visual that had to work across print, social, and signage.
What the project was
A summer event by the Han River needed a campaign that captured the very specific joy of walking the riverside on a warm Seoul night. The lights, the air, the quiet crowd. The poster had to do that in one frame, and adapt across formats from a busy subway wall to a phone-sized social post.
How I worked
Mood
Mood boards of Seoul nightlife photography, Asian neon traditions, and city-event posters that worked.
Photo direction
Chose long-exposure dusk shots. Warm artificial light against soft blue sky.
Type
A confident display headline that reads at thirty metres and at thirty centimetres.
Adaptations
Adapted the key visual into ratios for print, vertical social, and event signage.
What I took away
Event posters succeed when they make you want to be there. The job isn't to describe the night. It's to make the viewer half-remember it.
