Anderson .Paak – K-POPS! Soundtrack
Role: Creative Lead and Video Commissioner
Our team at Capitol Records was given the opportunity to launch a one-of-a-kind global project: the soundtrack for Anderson .Paak’s directorial debut, K-POPS!, ahead of its Netflix release. Mirroring the film and soundtrack’s core themes of multicultural identity and genre-bending sonic influences, we designed the creative direction to reflect a message of unity– creating a shared space where all fandoms can celebrate their love of KPOP music together.
We built the visual world that bridged heavy-hitting global stars under one cohesive rollout by commissioning the official music videos for featured artists aespa, DEAN, and NMIXX, and establishing the fan-art inspired creative direction across physical packaging, the official album trailer, and lyric videos. To scale the campaign globally, we partnered with a premier Seoul-based production company to execute the campaign's full visual suite on-site with the featured artist roster.
Director: Luke Orlando / Production Company: Exgirlfriend Co
Director: AEROC / Production Company: Core.A
Director: Anderson .Paak / Producer: Angela Gil
Crafting a Visual Language Across Fandoms
Channeling the colorful energy of K-pop, the visual identity centers on a vibrant, graphic collage aesthetic– drawing directly from the film’s scrapbook motif and reflecting the bold visual style that fandom communities naturally create themselves across physical packaging, the official album trailer, and lyric videos.
Global Talent Capture: Seoul
To scale the campaign globally, we partnered with a premier Seoul-based production company to execute a high-efficiency on-site content capture– maximizing our time with the featured artists to produce official photo assets and a full slate of dynamic social content built to expand our reach across all fandoms.
Creative Director: Tenzin Tsepel, Alberto Chapa / Art Director & Designer: Wesley So
Videos Editor: Tenzin Tsepel
Production Company: Core.A
Production Company: LAB Inc