https://dondoesthat.com Don Lee's portfolio Tue, 16 Jun 2026 15:48:11 +0000 https://dondoesthat.com en https://dondoesthat.com/Google-NBA Tue, 16 Jun 2026 15:48:11 +0000 Don Lee's portfolio https://dondoesthat.com/Google-NBA Google + NBA My RoleConceptCreative Art Direction Overbiew In this campaign, Google demonstrates how fans can ask anything and dig deeper into the NBA using Google AI: from the secret behind Luka Dončić’s unstoppable step-back and the stories behind SGA’s signature shoes, to the distinct home-court advantages of the league's most iconic teams. Away Game :30 Luka Step back :15 SGA Shoes :15 https://dondoesthat.com/GeminiPhotobooth Tue, 23 Dec 2025 20:24:24 +0000 Don Lee's portfolio https://dondoesthat.com/GeminiPhotobooth Gemini Photobooth My RoleConcept &amp; Idea Background Shortly after Google’s AI photo generation tool Nano Banana went viral, Google was looking for an activation idea to boost its momentum. Idea With retro photobooths making a comeback in the U.S., the solution came naturally to me. Having grown up in Korea, where instant photo booths with special effects are a cultural staple, I saw the perfect opportunity: a physical photobooth where people could experience the infinite possibilities of AI through Nano Banana effects. I pitched this big Idea, and the Gemini and Brand Studio teams brought it to life by installing booths at the Emirates NBA Cup, Art Basel, and major campuses including Georgia Tech, U of Florida, Oklahoma, and Alabama. The Booth <img width="1098" height="898" width_o="1098" height_o="898" data-src="https://freight.cargo.site/t/original/i/959213042c477b3435cf2ce8210e72b4c488e4ee7d645794f5df142e12cefab1/Screenshot-2025-12-23-at-6.08.13PM.png" data-mid="242114258" border="0" src="https://freight.cargo.site/w/1000/i/959213042c477b3435cf2ce8210e72b4c488e4ee7d645794f5df142e12cefab1/Screenshot-2025-12-23-at-6.08.13PM.png" /><img width="2250" height="1646" width_o="2250" height_o="1646" data-src="https://freight.cargo.site/t/original/i/87f5ce69312949ff628d00fd033d075ab784fff28c1267340af4827634f8f676/Screenshot-2025-12-23-at-5.40.53PM.png" data-mid="242114261" border="0" src="https://freight.cargo.site/w/1000/i/87f5ce69312949ff628d00fd033d075ab784fff28c1267340af4827634f8f676/Screenshot-2025-12-23-at-5.40.53PM.png" /> Outside Screen <img width="1080" height="1920" width_o="1080" height_o="1920" data-src="https://freight.cargo.site/t/original/i/3f161261c8292dee355759dac72dcd1014edc01bcff057512eafa4746b2c1cbf/intro.gif" data-mid="242113920" border="0" src="https://freight.cargo.site/w/1000/i/3f161261c8292dee355759dac72dcd1014edc01bcff057512eafa4746b2c1cbf/intro.gif" /> <img width="1080" height="1920" width_o="1080" height_o="1920" data-src="https://freight.cargo.site/t/original/i/212baeb89a0824aca3a6fdeb4c32a988b919bf3f28e294e373d11fe3f1077e44/intro2.gif" data-mid="242113921" border="0" src="https://freight.cargo.site/w/1000/i/212baeb89a0824aca3a6fdeb4c32a988b919bf3f28e294e373d11fe3f1077e44/intro2.gif" /> In-booth Experience <img width="2048" height="1234" width_o="2048" height_o="1234" data-src="https://freight.cargo.site/t/original/i/4579553d59df2fd26a9e6aad05262e7a86cccc77e70232cbf9ca9c14c656ef58/f1.png" data-mid="242113905" border="0" src="https://freight.cargo.site/w/1000/i/4579553d59df2fd26a9e6aad05262e7a86cccc77e70232cbf9ca9c14c656ef58/f1.png" /><img width="2048" height="1234" width_o="2048" height_o="1234" data-src="https://freight.cargo.site/t/original/i/4111f0e8e5a0cf863907b46ad91afe127cf12e3dfb23f5ee7d52e119b71b72d2/f2.png" data-mid="242113906" border="0" src="https://freight.cargo.site/w/1000/i/4111f0e8e5a0cf863907b46ad91afe127cf12e3dfb23f5ee7d52e119b71b72d2/f2.png" /><img width="2048" height="1234" width_o="2048" height_o="1234" data-src="https://freight.cargo.site/t/original/i/adfff593f0fd4f4ade2033b601218294b1f6deb581a19f027b6253eceda12e0c/f4.png" data-mid="242113908" border="0" src="https://freight.cargo.site/w/1000/i/adfff593f0fd4f4ade2033b601218294b1f6deb581a19f027b6253eceda12e0c/f4.png" /> <img width="2048" height="1234" width_o="2048" height_o="1234" data-src="https://freight.cargo.site/t/original/i/705d96ec3c6ca227e1bb8fe9ba52a9fa9e70558042eb35032722c4f7ad389b16/f5.png" data-mid="242113909" border="0" src="https://freight.cargo.site/w/1000/i/705d96ec3c6ca227e1bb8fe9ba52a9fa9e70558042eb35032722c4f7ad389b16/f5.png" /><img width="2048" height="1234" width_o="2048" height_o="1234" data-src="https://freight.cargo.site/t/original/i/fab95a7fb3bc438798d90d50159bdfc949a855a106da96432c1a3e4009607b0b/f6.png" data-mid="242113911" border="0" src="https://freight.cargo.site/w/1000/i/fab95a7fb3bc438798d90d50159bdfc949a855a106da96432c1a3e4009607b0b/f6.png" /><img width="2048" height="1234" width_o="2048" height_o="1234" data-src="https://freight.cargo.site/t/original/i/eb554f319ca332c51d03c01b39e1feb43df9fd0a02291b8c60b65e426a6b420c/f7.png" data-mid="242113912" border="0" src="https://freight.cargo.site/w/1000/i/eb554f319ca332c51d03c01b39e1feb43df9fd0a02291b8c60b65e426a6b420c/f7.png" /> <img width="2048" height="1536" width_o="2048" height_o="1536" data-src="https://freight.cargo.site/t/original/i/b35d5bb3b78cc033318ca14180ac29364eec4da5bb85a96bc8cb0787068e28f0/IMG_2050.JPEG" data-mid="242114072" border="0" src="https://freight.cargo.site/w/1000/i/b35d5bb3b78cc033318ca14180ac29364eec4da5bb85a96bc8cb0787068e28f0/IMG_2050.JPEG" /> <img width="4032" height="3024" width_o="4032" height_o="3024" data-src="https://freight.cargo.site/t/original/i/ffe844b08a52d574cd6287ad88c195e6f40faab77e43f55be86b13fa5cfa2dae/IMG_8339.jpg" data-mid="242114080" border="0" src="https://freight.cargo.site/w/1000/i/ffe844b08a52d574cd6287ad88c195e6f40faab77e43f55be86b13fa5cfa2dae/IMG_8339.jpg" /> <img width="1272" height="892" width_o="1272" height_o="892" data-src="https://freight.cargo.site/t/original/i/f6acc76ffe3cf29d9f4c26f003aa5e369393172460af245bf7835e76e1c0aa73/Screenshot-2025-12-23-at-4.58.53PM.png" data-mid="242113924" border="0" src="https://freight.cargo.site/w/1000/i/f6acc76ffe3cf29d9f4c26f003aa5e369393172460af245bf7835e76e1c0aa73/Screenshot-2025-12-23-at-4.58.53PM.png" /> <img width="4032" height="3024" width_o="4032" height_o="3024" data-src="https://freight.cargo.site/t/original/i/f43d681a70bf8acf83e4976e9a01e3b815c53e73ecf5f9b9b723a7fbe25b40bb/Image_20251206_201841_311.jpeg" data-mid="242114069" border="0" src="https://freight.cargo.site/w/1000/i/f43d681a70bf8acf83e4976e9a01e3b815c53e73ecf5f9b9b723a7fbe25b40bb/Image_20251206_201841_311.jpeg" /> <img width="640" height="480" width_o="640" height_o="480" data-src="https://freight.cargo.site/t/original/i/ccac74e9a7f1383f7913fb4178362da7a2baca2339c1a2cef7343781f309b859/IMG_1796.jpg" data-mid="242114070" border="0" src="https://freight.cargo.site/w/640/i/ccac74e9a7f1383f7913fb4178362da7a2baca2339c1a2cef7343781f309b859/IMG_1796.jpg" /> <img width="940" height="1638" width_o="940" height_o="1638" data-src="https://freight.cargo.site/t/original/i/f038046211cce7e5db2e857dab4b4410ba66eefc25da4fd3502476e761d7183f/Screenshot-2025-12-23-at-5.35.53PM.png" data-mid="242114071" border="0" src="https://freight.cargo.site/w/940/i/f038046211cce7e5db2e857dab4b4410ba66eefc25da4fd3502476e761d7183f/Screenshot-2025-12-23-at-5.35.53PM.png" /> <img width="2048" height="1536" width_o="2048" height_o="1536" data-src="https://freight.cargo.site/t/original/i/44508ef140bfa0afd5445f7964ad3edef27eb2f40022e91169ca5772490016fd/IMG_2051.JPEG" data-mid="242114073" border="0" src="https://freight.cargo.site/w/1000/i/44508ef140bfa0afd5445f7964ad3edef27eb2f40022e91169ca5772490016fd/IMG_2051.JPEG" /> <img width="3024" height="4032" width_o="3024" height_o="4032" data-src="https://freight.cargo.site/t/original/i/01b75398354da275385f46e9beddd277b19e8aa0f343d8ca919aff32e7f52992/IMG_4217.jpg" data-mid="242114083" border="0" src="https://freight.cargo.site/w/1000/i/01b75398354da275385f46e9beddd277b19e8aa0f343d8ca919aff32e7f52992/IMG_4217.jpg" /> https://dondoesthat.com/YearInSearch2025 Tue, 23 Dec 2025 20:24:09 +0000 Don Lee's portfolio https://dondoesthat.com/YearInSearch2025 Year in Search 2025 My RoleConceptCreative Lead (Art) Background Following a decade of successful ‘Year in Search’ campaigns, Google sought to reinvent the 2025 edition to align with two major shifts: the paradigm move from traditional to AI search, and the marketing transition from traditional ads to engaging social content. Idea In response, I proposed and executed a concept for an end-of-year awards ceremony highlighting ‘breakout searches’ across various categories, hosted and presented by the most influential voices in each field. <img width="358" height="636" width_o="358" height_o="636" data-src="https://freight.cargo.site/t/original/i/089978b2faa325750977f44220a2d9faed87f58b353182c646c90b912319c0e3/millennial-pause.gif" data-mid="242113405" border="0" src="https://freight.cargo.site/w/358/i/089978b2faa325750977f44220a2d9faed87f58b353182c646c90b912319c0e3/millennial-pause.gif" /> <img width="358" height="636" width_o="358" height_o="636" data-src="https://freight.cargo.site/t/original/i/847ccdd6e32866acd910ba1600f7fb244f2be9d9dc1d27a06450aa1333212e7d/touch-grasses.gif" data-mid="242113406" border="0" src="https://freight.cargo.site/w/358/i/847ccdd6e32866acd910ba1600f7fb244f2be9d9dc1d27a06450aa1333212e7d/touch-grasses.gif" /> <img width="358" height="636" width_o="358" height_o="636" data-src="https://freight.cargo.site/t/original/i/dce2990d75a779a520d1e3f80d5b6d3bbfee5b0eed853933225a812740bb7f41/its-giving.gif" data-mid="242113407" border="0" src="https://freight.cargo.site/w/358/i/dce2990d75a779a520d1e3f80d5b6d3bbfee5b0eed853933225a812740bb7f41/its-giving.gif" /> <img width="358" height="636" width_o="358" height_o="636" data-src="https://freight.cargo.site/t/original/i/37625a1ae2010813d497069e69d054efe314319ddfe094632ef873f763053a0b/wait-what.gif" data-mid="242113408" border="0" src="https://freight.cargo.site/w/358/i/37625a1ae2010813d497069e69d054efe314319ddfe094632ef873f763053a0b/wait-what.gif" /> Year in Millennial Pause:&nbsp; Breakout Gen Z Trends Millennials Were Late To <img width="606" height="1076" width_o="606" height_o="1076" data-src="https://freight.cargo.site/t/original/i/91a8af89a947ce2c58412e375cded112730bb73e2604922a0c272900c7232315/Screenshot-2025-12-23-at-3.54.08PM.png" data-mid="242113412" border="0" src="https://freight.cargo.site/w/606/i/91a8af89a947ce2c58412e375cded112730bb73e2604922a0c272900c7232315/Screenshot-2025-12-23-at-3.54.08PM.png" /> Year in It’s GivingBreakout Fashion Trends <img width="502" height="766" width_o="502" height_o="766" data-src="https://freight.cargo.site/t/original/i/6a99574d82a9d6bd1e50639fdb07484db2fd24ecf48421171f32dc504822aa3c/Screenshot-2025-12-23-at-3.55.03PM.png" data-mid="242113413" border="0" src="https://freight.cargo.site/w/502/i/6a99574d82a9d6bd1e50639fdb07484db2fd24ecf48421171f32dc504822aa3c/Screenshot-2025-12-23-at-3.55.03PM.png" /> Year in Touching Grass (Together): Breakout IRL meetups <img width="608" height="850" width_o="608" height_o="850" data-src="https://freight.cargo.site/t/original/i/80044be2f58a40b374b2ffd0d47b9e802fa3fb0164342e3054c32bdbd600bfe1/Screenshot-2025-12-23-at-3.54.32PM.png" data-mid="242113415" border="0" src="https://freight.cargo.site/w/608/i/80044be2f58a40b374b2ffd0d47b9e802fa3fb0164342e3054c32bdbd600bfe1/Screenshot-2025-12-23-at-3.54.32PM.png" /> Year in Wait, What? Breakout Science Trends <img width="536" height="774" width_o="536" height_o="774" data-src="https://freight.cargo.site/t/original/i/95b2d5c578a71c17054fec00f4f72ecd1515033437fc0e3018bd4db402ae0d04/Screenshot-2025-12-23-at-3.54.56PM.png" data-mid="242113414" border="0" src="https://freight.cargo.site/w/536/i/95b2d5c578a71c17054fec00f4f72ecd1515033437fc0e3018bd4db402ae0d04/Screenshot-2025-12-23-at-3.54.56PM.png" /> Trailer Prototype It all began with a prototype trailer I developed for the pitch, a product of three sleepless nights and a sacrificed vacation. Although the awards theme was eventually toned down to avoid ranking specific trends, I am sharing this trailer simply for its entertainment value.&nbsp; https://dondoesthat.com/Illustrations Sun, 23 Mar 2025 03:06:38 +0000 Don Lee's portfolio https://dondoesthat.com/Illustrations Character Illustration Nothing here is GMO. Just the product of my imagination. <img width="1996" height="1295" width_o="1996" height_o="1295" data-src="https://freight.cargo.site/t/original/i/241bb27e1bf526e12431e8042b3b04775300cee35f3ee5c8ddde27571f2f3bf6/flion.png" data-mid="228735591" border="0" src="https://freight.cargo.site/w/1000/i/241bb27e1bf526e12431e8042b3b04775300cee35f3ee5c8ddde27571f2f3bf6/flion.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/83f939e568d13692fb46f1dcf49b9584b4628923de60cb98433692298ccc8455/woolouds.png" data-mid="228732012" border="0" src="https://freight.cargo.site/w/1000/i/83f939e568d13692fb46f1dcf49b9584b4628923de60cb98433692298ccc8455/woolouds.png" /> <img width="1080" height="1920" width_o="1080" height_o="1920" data-src="https://freight.cargo.site/t/original/i/f239cd33e49e29760244ea13033c7f3ca89010522608fb936387cc51d2897d63/matcha-froyo.png" data-mid="228733622" border="0" src="https://freight.cargo.site/w/1000/i/f239cd33e49e29760244ea13033c7f3ca89010522608fb936387cc51d2897d63/matcha-froyo.png" /> https://dondoesthat.com/BTS-NewJeans Thu, 13 Mar 2025 20:54:57 +0000 Don Lee's portfolio https://dondoesthat.com/BTS-NewJeans YouTube: Artist Breakthrough Moment (BTS &amp; NewJeans)&nbsp; My RoleCreative Lead Art Direction AwardThe Webby Awards 20231x Winner -Social Best Community Engagement&nbsp;1x&nbsp;People's Voice Winner-Best Community Engagement Clio Music 2023 1x Silver1x Bronze Press 270+ global press coverage Billboard, Variety, CNN, ABC, NME, The Rolling Stone, etc Artist BTM 1:#MyBTStory I'm specifically proud of this campaign because the success of this first [Artist Breakthrough Moment] initiative allowed YouTube Shorts to win more exclusive partnerships in the next few years with Taylor Swift, Billie Eilish, Sabrina Carpenter, Dua Lipa, Blackpink, to name a few. Case Study Results -1+ Billion Music Video Views-440k+ Shorts Creation -6.7 Billion Impressions in 47 markets Artist BTM 2: NewJeans - Shy Bunny Hunt Case Study Results -1.2B Music Video Views -33.4M Views-800k+ Shorts Creation -2.5M+ Increased Channel Sub -240k+ Earned Mentions-The album scored the No.1 album on Billboard chart https://dondoesthat.com/BTM-ArtistEvents Fri, 07 Mar 2025 20:33:56 +0000 Don Lee's portfolio https://dondoesthat.com/BTM-ArtistEvents YouTube Artist Breakthrough Moments: Experiential &amp; Event My RoleCreative LeadArt DirectionTrend Creation Experiential &amp; Event Design PRVariety, TIME, Billboard, ABC news, and 125+ global press stories AwardsThe Webby Awards1x Winner -Social Best Community Engagement 20232x People's Voice Winner-Best Community Engagement 2023-Best Partnership &amp; Collaboration 2023Clio Music1x Silver 2023 Project Overview At YouTube, I led YouTube's A-tier music partnership [Artist Breakthrough Moments] that transformed music marketing's landscape, working closely with Warner Music, Universal Music, and BitHit Entertainment. I conceptualized, pitched, and produced experiential event ideas to encourage people to create Shorts. 1. Billie Eilish To promote Billie’s new song ‘Lunch’, I pitched mirror selfie trend and mirror Shorts booth so fans can emulate what Billie Eilish does at her Listening Party for 45,000+ fans at Barclays center in Brooklyn. 1-a. Shorts Trend: Double Billie’s Lunch in the Mirror <img width="400" height="711" width_o="400" height_o="711" data-src="https://freight.cargo.site/t/original/i/6bc425b1fcb51368eb4839d349c77e7a54f69067494b334ca443ba8d8c360db6/wink.gif" data-mid="227859128" border="0" src="https://freight.cargo.site/w/400/i/6bc425b1fcb51368eb4839d349c77e7a54f69067494b334ca443ba8d8c360db6/wink.gif" />We use this mirror-flirt concept video as the guide for Billie. Billie’s Trend Short 1 (125M view) Billie’s Trend Short 2 (99M view) 1-b. On-event Activation: Billie’s Mirror RoomWe brought out Billie’s Mirror Room to the album-listening event at Barclays Center in Brooklyn. <img width="1605" height="1204" width_o="1605" height_o="1204" data-src="https://freight.cargo.site/t/original/i/2807ea0acf3d30f00721932c7993641337378ca9d43d8305aa3be0e82e4a1a34/unnamed-4.jpg" data-mid="227859122" border="0" src="https://freight.cargo.site/w/1000/i/2807ea0acf3d30f00721932c7993641337378ca9d43d8305aa3be0e82e4a1a34/unnamed-4.jpg" /><img width="1605" height="1204" width_o="1605" height_o="1204" data-src="https://freight.cargo.site/t/original/i/d267aa8c748635a451d3f1f52dcc1ec3a3992a277fbb7e2719d573cff787a2bc/unnamed-3.jpg" data-mid="227859124" border="0" src="https://freight.cargo.site/w/1000/i/d267aa8c748635a451d3f1f52dcc1ec3a3992a277fbb7e2719d573cff787a2bc/unnamed-3.jpg" /> &nbsp; <img width="400" height="718" width_o="400" height_o="718" data-src="https://freight.cargo.site/t/original/i/b77ff179e765d486108b9ca9abfb28153b83f834d3e0be89ca5a7227bfafea2a/1.png" data-mid="227859205" border="0" src="https://freight.cargo.site/w/400/i/b77ff179e765d486108b9ca9abfb28153b83f834d3e0be89ca5a7227bfafea2a/1.png" /> <img width="400" height="718" width_o="400" height_o="718" data-src="https://freight.cargo.site/t/original/i/36e08e9e130218ee07e9fb1d3cd457b97f1d5987c7f23eddef7adf7492bc99f7/2.png" data-mid="227859206" border="0" src="https://freight.cargo.site/w/400/i/36e08e9e130218ee07e9fb1d3cd457b97f1d5987c7f23eddef7adf7492bc99f7/2.png" /> <img width="400" height="709" width_o="400" height_o="709" data-src="https://freight.cargo.site/t/original/i/b89704ba342a5c90f11fd56ff452d40fb3473d6ff49d7727325b9d276ab4ae07/3.png" data-mid="227859207" border="0" src="https://freight.cargo.site/w/400/i/b89704ba342a5c90f11fd56ff452d40fb3473d6ff49d7727325b9d276ab4ae07/3.png" /> <img width="400" height="718" width_o="400" height_o="718" data-src="https://freight.cargo.site/t/original/i/18092a257bd892a04419febe18d6b99eeaffe842df1a7b8a72c687d6030a25a3/4.png" data-mid="227859208" border="0" src="https://freight.cargo.site/w/400/i/18092a257bd892a04419febe18d6b99eeaffe842df1a7b8a72c687d6030a25a3/4.png" /> <img width="400" height="718" width_o="400" height_o="718" data-src="https://freight.cargo.site/t/original/i/72b5d42a98494967aa78a5a839896e325fc33eac0b84279427494f2cf549538e/5.png" data-mid="227859209" border="0" src="https://freight.cargo.site/w/400/i/72b5d42a98494967aa78a5a839896e325fc33eac0b84279427494f2cf549538e/5.png" /> And 88.4K Gen Z Shorts users joined in. 2. Dua Lipa To promote Dua Lipa’s new Track ‘Houdini’, I pitched a trend idea that you disappear and reappear in magical space, and created the whole booth design at Dua’s album launch party at Houdini Mansion in LA. 2-a. Shorts Trend: Disappear and reappear Dua’s Short 1 (90M view) Dua’s Short 2 (57M view) 2-b. On-event Activation: Dua’s Houdini Event <img width="6000" height="4000" width_o="6000" height_o="4000" data-src="https://freight.cargo.site/t/original/i/e1e0511605f21437cbc2898697373104342a97fe4d778b370583f73531c81d28/R0002598.JPG" data-mid="227859252" border="0" src="https://freight.cargo.site/w/1000/i/e1e0511605f21437cbc2898697373104342a97fe4d778b370583f73531c81d28/R0002598.JPG" /> <img width="3024" height="4032" width_o="3024" height_o="4032" data-src="https://freight.cargo.site/t/original/i/7462d8143e560a770ca7b23cb5f785538c24dccf638732aff80c68df66c43221/IMG_8531.JPG" data-mid="227859247" border="0" src="https://freight.cargo.site/w/1000/i/7462d8143e560a770ca7b23cb5f785538c24dccf638732aff80c68df66c43221/IMG_8531.JPG" /> <img width="3024" height="4032" width_o="3024" height_o="4032" data-src="https://freight.cargo.site/t/original/i/9d6ea95e6b165682d979717ca0f496f5a140c44895aa921e5fa2248d5f63941f/IMG_8555.JPG" data-mid="227859249" border="0" src="https://freight.cargo.site/w/1000/i/9d6ea95e6b165682d979717ca0f496f5a140c44895aa921e5fa2248d5f63941f/IMG_8555.JPG" /> <img width="4032" height="3024" width_o="4032" height_o="3024" data-src="https://freight.cargo.site/t/original/i/08124a0f8e2527ab76e1f1b0103774a6c9592354032493e552253cea79aaaaac/IMG_8539.JPG" data-mid="227859248" border="0" src="https://freight.cargo.site/w/1000/i/08124a0f8e2527ab76e1f1b0103774a6c9592354032493e552253cea79aaaaac/IMG_8539.JPG" /> <img width="6000" height="4000" width_o="6000" height_o="4000" data-src="https://freight.cargo.site/t/original/i/65d5fbb76bb8f0f3367661802bc41f65901cfd7e42bc45065bab74727ae526df/R0002601.JPG" data-mid="227859254" border="0" src="https://freight.cargo.site/w/1000/i/65d5fbb76bb8f0f3367661802bc41f65901cfd7e42bc45065bab74727ae526df/R0002601.JPG" /> <img width="4000" height="6000" width_o="4000" height_o="6000" data-src="https://freight.cargo.site/t/original/i/4fada716afaaec60e7814de1e51c02fb844cb6de061b8ed7cc7d21a6b7e18b3d/R0002591.JPG" data-mid="227859250" border="0" src="https://freight.cargo.site/w/1000/i/4fada716afaaec60e7814de1e51c02fb844cb6de061b8ed7cc7d21a6b7e18b3d/R0002591.JPG" /> <img width="3024" height="4032" width_o="3024" height_o="4032" data-src="https://freight.cargo.site/t/original/i/304cc8e566456c4c343832d9d748a43e7444b56c41baa1c63c3d233451c3aca8/IMG_8561.JPG" data-mid="227859397" border="0" src="https://freight.cargo.site/w/1000/i/304cc8e566456c4c343832d9d748a43e7444b56c41baa1c63c3d233451c3aca8/IMG_8561.JPG" /> <img width="4032" height="3024" width_o="4032" height_o="3024" data-src="https://freight.cargo.site/t/original/i/0f5cccb2fb7a63af65a5ba03dd1420e5d6a2228d130c2c3eefe300532a422b94/IMG_8563.JPG" data-mid="227859398" border="0" src="https://freight.cargo.site/w/1000/i/0f5cccb2fb7a63af65a5ba03dd1420e5d6a2228d130c2c3eefe300532a422b94/IMG_8563.JPG" /> <img width="1170" height="2080" width_o="1170" height_o="2080" data-src="https://freight.cargo.site/t/original/i/486e499033d94d1ef4ccd1b4d208338d1d0eff360375c0d5e65153385892a263/C9EE27A1-F8FF-4E40-919D-C83A99DC4C1F.JPG" data-mid="227859986" border="0" src="https://freight.cargo.site/w/1000/i/486e499033d94d1ef4ccd1b4d208338d1d0eff360375c0d5e65153385892a263/C9EE27A1-F8FF-4E40-919D-C83A99DC4C1F.JPG" /> <img width="600" height="600" width_o="600" height_o="600" data-src="https://freight.cargo.site/t/original/i/d1f95730743dcbdeae6b11b136cac2deea38842021d674a760b980354ccf4cb7/booth.gif" data-mid="227859983" border="0" src="https://freight.cargo.site/w/600/i/d1f95730743dcbdeae6b11b136cac2deea38842021d674a760b980354ccf4cb7/booth.gif" /> <img width="600" height="600" width_o="600" height_o="600" data-src="https://freight.cargo.site/t/original/i/687d2db288058b11874926d6e941f099734aa94a1195c6bf676817df91261c16/Event.gif" data-mid="227859984" border="0" src="https://freight.cargo.site/w/600/i/687d2db288058b11874926d6e941f099734aa94a1195c6bf676817df91261c16/Event.gif" /> 3. NewJeans NewJeans -To promote NewJeans’ new track ‘SuperShy’, I came up with an idea that YouTube hide the band’s symbol all around the world (New York, LA, Seoul, Tokyo, London, etc) and let fans find them. Awards Clio Music1x Silver 2023 Case Study 4. BTS We used BTS’s symbol as a crash landing form to give fans to share their story at their rendezvous point. We drove mystery among fans and it won 2x Webby Awards in Fan Engagement category. AwardsThe Webby Awards1x Winner -Social Best Community Engagement 20231x People's Voice Winner-Best Community Engagement 2023 Case Study https://dondoesthat.com/BillieEilishLunch Mon, 29 Jul 2024 23:38:11 +0000 Don Lee's portfolio https://dondoesthat.com/BillieEilishLunch Billie Eilish x YouTube -&nbsp; Lunch My RoleCreative LeadArt Direction Results 3.3B total view 88.4K Gen Z Shorts Creations PR Variety, TIME, Billboard, ABC news, and 125+ global press stories The Brief Create a trend to boost Billie Eilish’s new single "Lunch" and increase Shorts creation among Gen Z users. Short Form Video Trend Idea We're taking pictures in the mirror–it's time to double flirt with Billie by doubling yourself, when you hear&nbsp; the part “She’s taking pictures in the mirror. Oh my god her skins so clear. Tell her bring it over here.”&nbsp; For this trend, users will film themselves walking to a mirror to take a twofold, flirtatious mirror selfie. <img width="400" height="711" width_o="400" height_o="711" data-src="https://freight.cargo.site/t/original/i/6bc425b1fcb51368eb4839d349c77e7a54f69067494b334ca443ba8d8c360db6/wink.gif" data-mid="215553583" border="0" src="https://freight.cargo.site/w/400/i/6bc425b1fcb51368eb4839d349c77e7a54f69067494b334ca443ba8d8c360db6/wink.gif" /> We use this video as the guide for Billie.&nbsp; Shorts Trend: Double Billie’s Lunch in the Mirror On-event Activation: Billie’s Mirror RoomWe brought out Billie’s Mirror Room to the album-listening event at Barclays Center in Brooklyn. <img width="512" height="341" width_o="512" height_o="341" data-src="https://freight.cargo.site/t/original/i/868c3ce41849c02ff60a78e91c727c3aa9d89c8d1708d5c5db02993c50a00f65/unnamed-1.jpg" data-mid="215551606" border="0" src="https://freight.cargo.site/w/512/i/868c3ce41849c02ff60a78e91c727c3aa9d89c8d1708d5c5db02993c50a00f65/unnamed-1.jpg" /> <img width="1468" height="1958" width_o="1468" height_o="1958" data-src="https://freight.cargo.site/t/original/i/ac370c8c5dc3dcfcea7c3cf95c4a650531b0cc93d93e07063cfabb9af344544e/unnamed-2.jpg" data-mid="215551605" border="0" src="https://freight.cargo.site/w/1000/i/ac370c8c5dc3dcfcea7c3cf95c4a650531b0cc93d93e07063cfabb9af344544e/unnamed-2.jpg" /> <img width="1605" height="1204" width_o="1605" height_o="1204" data-src="https://freight.cargo.site/t/original/i/2807ea0acf3d30f00721932c7993641337378ca9d43d8305aa3be0e82e4a1a34/unnamed-4.jpg" data-mid="215551603" border="0" src="https://freight.cargo.site/w/1000/i/2807ea0acf3d30f00721932c7993641337378ca9d43d8305aa3be0e82e4a1a34/unnamed-4.jpg" /><img width="1605" height="1204" width_o="1605" height_o="1204" data-src="https://freight.cargo.site/t/original/i/d267aa8c748635a451d3f1f52dcc1ec3a3992a277fbb7e2719d573cff787a2bc/unnamed-3.jpg" data-mid="215551604" border="0" src="https://freight.cargo.site/w/1000/i/d267aa8c748635a451d3f1f52dcc1ec3a3992a277fbb7e2719d573cff787a2bc/unnamed-3.jpg" /> <img width="880" height="1580" width_o="880" height_o="1580" data-src="https://freight.cargo.site/t/original/i/4d66ef898c1d47a48ea23518c6748ff373c2ce48ac7b6b4251308b67d0ad04b0/Screenshot-2024-07-30-at-9.55.00PM.png" data-mid="215563099" border="0" src="https://freight.cargo.site/w/880/i/4d66ef898c1d47a48ea23518c6748ff373c2ce48ac7b6b4251308b67d0ad04b0/Screenshot-2024-07-30-at-9.55.00PM.png" /> <img width="880" height="1580" width_o="880" height_o="1580" data-src="https://freight.cargo.site/t/original/i/5a58c964f26f0c42fff7a6c9be25d4808829dfca3359253c3a905118568011ef/Screenshot-2024-07-30-at-9.54.33PM.png" data-mid="215563112" border="0" src="https://freight.cargo.site/w/880/i/5a58c964f26f0c42fff7a6c9be25d4808829dfca3359253c3a905118568011ef/Screenshot-2024-07-30-at-9.54.33PM.png" /> <img width="402" height="712" width_o="402" height_o="712" data-src="https://freight.cargo.site/t/original/i/d05fe4079f3bb7c35a59590296fe8551d23a7ef8a94ec77d9f2704ae693b9178/Screenshot-2024-07-30-at-9.53.13PM.png" data-mid="215563113" border="0" src="https://freight.cargo.site/w/402/i/d05fe4079f3bb7c35a59590296fe8551d23a7ef8a94ec77d9f2704ae693b9178/Screenshot-2024-07-30-at-9.53.13PM.png" /> <img width="880" height="1580" width_o="880" height_o="1580" data-src="https://freight.cargo.site/t/original/i/df045e16f24563d7682355b48dc5199fc2312412f844df8ceb72eae6f1403b36/Screenshot-2024-07-30-at-9.54.40PM.png" data-mid="215563102" border="0" src="https://freight.cargo.site/w/880/i/df045e16f24563d7682355b48dc5199fc2312412f844df8ceb72eae6f1403b36/Screenshot-2024-07-30-at-9.54.40PM.png" /> <img width="880" height="1580" width_o="880" height_o="1580" data-src="https://freight.cargo.site/t/original/i/1c96c95cf5380473904ebff64da3af1ffbbf5d820ed7c918f42827e0b0d8b355/Screenshot-2024-07-30-at-9.54.44PM.png" data-mid="215563101" border="0" src="https://freight.cargo.site/w/880/i/1c96c95cf5380473904ebff64da3af1ffbbf5d820ed7c918f42827e0b0d8b355/Screenshot-2024-07-30-at-9.54.44PM.png" /> And 88.4K Gen Z Shorts users joined in.&nbsp; <img width="406" height="722" width_o="406" height_o="722" data-src="https://freight.cargo.site/t/original/i/4531216c3e6dd82cfc93b77cf4c5a94647deb7d30f618804dd0e0caf6c9d0b7c/Screenshot-2024-07-30-at-9.49.34PM.png" data-mid="215563127" border="0" src="https://freight.cargo.site/w/406/i/4531216c3e6dd82cfc93b77cf4c5a94647deb7d30f618804dd0e0caf6c9d0b7c/Screenshot-2024-07-30-at-9.49.34PM.png" /> <img width="402" height="712" width_o="402" height_o="712" data-src="https://freight.cargo.site/t/original/i/2f0bd9c614b5bcdf191051abc33a98d6aac8f3fa7a1a048a8e0e84bb8c07a6d7/Screenshot-2024-07-30-at-9.52.35PM.png" data-mid="215563128" border="0" src="https://freight.cargo.site/w/402/i/2f0bd9c614b5bcdf191051abc33a98d6aac8f3fa7a1a048a8e0e84bb8c07a6d7/Screenshot-2024-07-30-at-9.52.35PM.png" /> <img width="402" height="712" width_o="402" height_o="712" data-src="https://freight.cargo.site/t/original/i/3b235b1cdad2fa970880efcd280ede07b0448b559d7b905cfdfc97115bf96078/Screenshot-2024-07-30-at-9.50.56PM.png" data-mid="215563121" border="0" src="https://freight.cargo.site/w/402/i/3b235b1cdad2fa970880efcd280ede07b0448b559d7b905cfdfc97115bf96078/Screenshot-2024-07-30-at-9.50.56PM.png" /> <img width="888" height="1580" width_o="888" height_o="1580" data-src="https://freight.cargo.site/t/original/i/6b7b044269d0e0229c63c6ac5a987e0c2e60d665a8ea8106521a32aef98e0134/Screenshot-2024-07-30-at-9.49.53PM.png" data-mid="215563126" border="0" src="https://freight.cargo.site/w/888/i/6b7b044269d0e0229c63c6ac5a987e0c2e60d665a8ea8106521a32aef98e0134/Screenshot-2024-07-30-at-9.49.53PM.png" /> <img width="410" height="712" width_o="410" height_o="712" data-src="https://freight.cargo.site/t/original/i/eb38d1d712806b3eb39b20a7e9f15983601c3793ce3a23ebdc6bc64cc8d5810a/Screenshot-2024-07-30-at-9.50.05PM.png" data-mid="215563125" border="0" src="https://freight.cargo.site/w/410/i/eb38d1d712806b3eb39b20a7e9f15983601c3793ce3a23ebdc6bc64cc8d5810a/Screenshot-2024-07-30-at-9.50.05PM.png" /> <img width="410" height="712" width_o="410" height_o="712" data-src="https://freight.cargo.site/t/original/i/f75b35c51ec2e73a3bdc4426731a73902a1703920cd0f143068e94aac35e2d5d/Screenshot-2024-07-30-at-9.50.10PM.png" data-mid="215563124" border="0" src="https://freight.cargo.site/w/410/i/f75b35c51ec2e73a3bdc4426731a73902a1703920cd0f143068e94aac35e2d5d/Screenshot-2024-07-30-at-9.50.10PM.png" /> <img width="402" height="712" width_o="402" height_o="712" data-src="https://freight.cargo.site/t/original/i/37b0e086cf4a8a0433657b1b65e1a23548da9fbd491d6ef6c14a1fe6d4ecd67b/Screenshot-2024-07-30-at-9.50.45PM.png" data-mid="215563122" border="0" src="https://freight.cargo.site/w/402/i/37b0e086cf4a8a0433657b1b65e1a23548da9fbd491d6ef6c14a1fe6d4ecd67b/Screenshot-2024-07-30-at-9.50.45PM.png" /> <img width="402" height="712" width_o="402" height_o="712" data-src="https://freight.cargo.site/t/original/i/45f0afd43835a208e627de6e1397effd6f4a43204c4993fe522c444fba6f8e2f/Screenshot-2024-07-30-at-9.51.58PM.png" data-mid="215563120" border="0" src="https://freight.cargo.site/w/402/i/45f0afd43835a208e627de6e1397effd6f4a43204c4993fe522c444fba6f8e2f/Screenshot-2024-07-30-at-9.51.58PM.png" /> <img width="406" height="722" width_o="406" height_o="722" data-src="https://freight.cargo.site/t/original/i/9e1b8ce5f022c80f21e8dd6fde859538a126ac525103c19f96ebd30a2d668b8d/Screenshot-2024-07-30-at-9.49.22PM.png" data-mid="215563116" border="0" src="https://freight.cargo.site/w/406/i/9e1b8ce5f022c80f21e8dd6fde859538a126ac525103c19f96ebd30a2d668b8d/Screenshot-2024-07-30-at-9.49.22PM.png" /> <img width="402" height="712" width_o="402" height_o="712" data-src="https://freight.cargo.site/t/original/i/a0010daba3e7d8a452cf61ded3ac80a5273835a61c23541cdec12c8764da1748/Screenshot-2024-07-30-at-9.52.05PM.png" data-mid="215563119" border="0" src="https://freight.cargo.site/w/402/i/a0010daba3e7d8a452cf61ded3ac80a5273835a61c23541cdec12c8764da1748/Screenshot-2024-07-30-at-9.52.05PM.png" /> <img width="402" height="712" width_o="402" height_o="712" data-src="https://freight.cargo.site/t/original/i/41f3a9fbb018a4920ec264ba63ac51c7ac119e9b759ce771a8ca27e5768c9363/Screenshot-2024-07-30-at-9.52.11PM.png" data-mid="215563118" border="0" src="https://freight.cargo.site/w/402/i/41f3a9fbb018a4920ec264ba63ac51c7ac119e9b759ce771a8ca27e5768c9363/Screenshot-2024-07-30-at-9.52.11PM.png" /> <img width="402" height="712" width_o="402" height_o="712" data-src="https://freight.cargo.site/t/original/i/069a410a7914895d7c0733d7a8c3e5d265ce2521cca53c8f908f1a70d0fbb820/Screenshot-2024-07-30-at-9.52.18PM.png" data-mid="215563117" border="0" 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data-src="https://freight.cargo.site/t/original/i/43c30e5b815c32129ef3172d7573cf5dd5b3a14abe308a7bcc549cdb75e940f8/billie.png" data-mid="215563201" border="0" src="https://freight.cargo.site/w/1000/i/43c30e5b815c32129ef3172d7573cf5dd5b3a14abe308a7bcc549cdb75e940f8/billie.png" /> Mobile <img width="580" height="1182" width_o="580" height_o="1182" data-src="https://freight.cargo.site/t/original/i/79fb646623d709d0d3e7e3e1960e7052380304947f782b51ff2580502a4c3ca1/Screenshot-2024-07-30-at-10.00.31PM.png" data-mid="215563200" border="0" src="https://freight.cargo.site/w/580/i/79fb646623d709d0d3e7e3e1960e7052380304947f782b51ff2580502a4c3ca1/Screenshot-2024-07-30-at-10.00.31PM.png" /> <img width="568" height="1186" width_o="568" height_o="1186" data-src="https://freight.cargo.site/t/original/i/13840d439b7c96d33281d24ebddc6f3251b3c3dff54ede74784a6f2f8aeb89a0/Screenshot-2024-07-30-at-10.00.24PM.png" data-mid="215563203" border="0" src="https://freight.cargo.site/w/568/i/13840d439b7c96d33281d24ebddc6f3251b3c3dff54ede74784a6f2f8aeb89a0/Screenshot-2024-07-30-at-10.00.24PM.png" /> https://dondoesthat.com/NewJeans Tue, 12 Sep 2023 19:01:22 +0000 Don Lee's portfolio https://dondoesthat.com/NewJeans NewJeans x YouTube - Shy Bunny Hunt My Role Creative LeadArt Direction AwardClio Music 2023:&nbsp; 1x Silver 1x Bronze Results -1.2B Music Video Views -33.4M Views-800k+ Shorts Creation -2.5M+ Increased Channel Sub&nbsp; -240k+ Earned Mentions -The album scored the No.1 album on Billboard chart Case Study https://dondoesthat.com/AIgeneratedPeace Mon, 31 Jul 2023 04:05:04 +0000 Don Lee's portfolio https://dondoesthat.com/AIgeneratedPeace AI Generated Peace Idea With the rise of AI, people fear the potential outcomes AI can lead to. Many may think of Terminator. But AI can be used for peaceful purposes when used in the right way. So, I started a side project called 'AI-Generated Peace' that aims to make two arch-enemies reconcile. Episode 1 Episode 2 Episode 3 Let there be peace https://dondoesthat.com/BlackPinkPinkVenom Fri, 06 Jan 2023 04:28:21 +0000 Don Lee's portfolio https://dondoesthat.com/BlackPinkPinkVenom BlackPink + YouTube #PinkVenomChallenge My Role Concept Art Direction Result 2.5B Total Views 136M Total Engagements 1M+ Total Creations 660K social mentions 27K Creations from new Shorts creators PR Variety,&nbsp;TIME, Billboard, ABC news, and 125+ global press stories 💡Brief&nbsp; In short form video platform competition, TikTok put themselves on the map by starting dance challenge. YouTube Shorts wants to dethrone the TikTok, so we partnered with BlackPink, the most subscribed artist on YouTube.&nbsp; To drive the mass volume of creation, we invited fans to join a very simple dance challenge called #PinkVenomChallenge with Blackpink’s new releasing single Pink Venom.&nbsp; Trailer :30 To promote it, we created visually attractive :30 ad that accentuates each member’s move along with 4 simple how-to Shorts videos from each members. <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/015afdcb33b30473d7331df2549a18518b802233a20384a60162cd1fe13fab10/1-jisoo.gif" data-mid="163732652" border="0" src="https://freight.cargo.site/w/800/i/015afdcb33b30473d7331df2549a18518b802233a20384a60162cd1fe13fab10/1-jisoo.gif" /> <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/d82b9aaaef69363fd71c538bed6563c55e6bbc589c6166565da2796618ec0158/1-jn.gif" data-mid="163732687" border="0" src="https://freight.cargo.site/w/800/i/d82b9aaaef69363fd71c538bed6563c55e6bbc589c6166565da2796618ec0158/1-jn.gif" /> <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/0f2a435b4ed40509beed2375f7e5ef4b875d3a2d341eb2ed6dab91454bae713a/1-lisa.gif" data-mid="163732651" border="0" src="https://freight.cargo.site/w/800/i/0f2a435b4ed40509beed2375f7e5ef4b875d3a2d341eb2ed6dab91454bae713a/1-lisa.gif" /> <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/fd80baf5a57e46bc8b21ae872bf2e3e3c8851e62177b140877a9677ae659581b/1-menmonic.gif" data-mid="163732650" border="0" src="https://freight.cargo.site/w/800/i/fd80baf5a57e46bc8b21ae872bf2e3e3c8851e62177b140877a9677ae659581b/1-menmonic.gif" /> Shorts Outdoor <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/35121d05debc4cba99eb4e791a862a488f390a5a2dca37a8f1d5f5ffe97f4963/OOH.gif" data-mid="163733315" border="0" src="https://freight.cargo.site/w/800/i/35121d05debc4cba99eb4e791a862a488f390a5a2dca37a8f1d5f5ffe97f4963/OOH.gif" />