For Gyumai BBQ, I worked alongside a talented production team to lead the creative direction and coordination of the brand’s social media initiatives. Our approach leaned into an edgier visual language—bold lighting, high-contrast textures, and dynamic motion—to capture the intensity and craft behind Gyumai’s grill-focused experience.

From shaping the content strategy to guiding on-set art direction, my role centered on building a distinct digital identity that reflects the brand’s smoky, high-energy personality. The result is a cohesive stream of visuals and campaigns that position Gyumai BBQ as a standout, modern Korean BBQ destination with attitude.