Be a King

Art direction and design for Budweiser Korea's adaptation of the global Be a King campaign.

The campaign challenged the stigma surrounding tattoo culture in Korea, where tattoos remain heavily restricted and often misunderstood, by celebrating tattoo artists as creators and cultural pioneers. The campaign extended across a hero film, a 12-part social documentary series, a three-floor multimedia photography exhibition, and a limited-edition can design, bringing their stories to a wider audience.