Won Choi | Portfolio

Mumyeong

MUMYEONG is a self-initiated branding and campaign project that spotlights unheard Korean-American solo artists through a free, anonymous concert series. Blending bold typography and cultural storytelling, the project explores identity, visibility, and the power of sound beyond fame – celebrating those who create not for recognition, but for resonance.

Role

Art Director, Visual Designer

Key Tools

Adobe Illustrator, Photoshop, Premiere Pro, Figma

Duration

November 2025 - February 2026

🎬 Ad: Would You Still Come?

🎬 Ad:
Would You Still Come?

Creative Direction & Integrated Campaign Deck

“Would You Still Come?” is a 35-second brand film introducing MUMYEONG through the performers' perspective. The spot captures intimate rehearsal moments and restrained typography to build tension around anonymity. By withholding identity, the film reinforces the campaign’s core question: does recognition matter before resonance?

Role: Creative Direction, Art Direction & Editing

A comprehensive campaign case study outlining the strategic foundation and creative direction behind MUMYEONG. The deck presents audience insight, positioning, visual system development, cross-platform rollout, and experiential touchpoints – demonstrating how the concept extends cohesively across print, digital, motion, and live environments.