{"id":37821,"date":"2025-04-23T09:20:00","date_gmt":"2025-04-23T09:20:00","guid":{"rendered":"https:\/\/muse.international\/?p=37821"},"modified":"2025-04-28T03:25:20","modified_gmt":"2025-04-28T03:25:20","slug":"art-direction-strategy-the-long-game-with-justin-yang-from-borderx","status":"publish","type":"post","link":"https:\/\/muse.international\/index\/art-direction-strategy-the-long-game-with-justin-yang-from-borderx\/","title":{"rendered":"Art Direction, Strategy & the Long Game with Justin Yang from BorderX"},"content":{"rendered":"\n

Justin Yang is a U.S.-born creative director with a BFA from Pratt Institute, whose early inspiration came from the emotional clarity of campaigns like Levi\u2019s Go Forth<\/em>. Now based in Seoul as Creative Director at BorderX, he leads global branding efforts that balance bold, unconventional ideas with strategic intent to help brands connect across markets.<\/p>\n\n\n\n

Justin Yang \/ BorderX Q1<\/h3>\n\n\n\n

I was born and raised in the US and earned a Bachelor of Fine Arts from Pratt Institute in New York. Living in the city back then was a transformative experience for me because of how lively and culturally rich the place felt. I can recall a day when one of my professors shared Levi\u2019s classic Go Forth campaign for inspiration. And that\u2019s what sparked my interest in the field. It was all about how to make people feel and remember something in the most efficient way.<\/p>\n\n\n\n

After graduating I started out as a marketing designer. Then later became an art director at agencies across LA and New York City. In the past, I worked on brand campaigns spanning F&B to travel to B2B tech. Currently, I\u2019m serving as Creative Director at BorderX, a global digital and creative agency based in Seoul. The core of what we do is help brands reach new markets through globally impactful work.<\/p>\n\n\n\n

What I hope to get out of every project is something to be proud of. Work that\u2019s on-brief, impactful, and is also creatively fulfilling to make. With Move Improved, balancing those three was a win on its own. The award is like the cherry on top. It\u2019s awesome to see the team and the agency get this sort of industry recognition.<\/p>\n\n\n\n

Q2<\/h3>\n\n\n\n

The brief was simple: position Hyundai MOBIS as a leading mobility solutions provider. From the start, Hyundai MOBIS made it clear they were looking for an innovative approach to their first global launch campaign. We also wanted to do something beyond a straightforward B2B tech explainer.<\/p>\n\n\n\n

When it came to strategy, we set up creative guardrails based on what content our target audience (Millenials & Gen-Z) consume naturally, and to no surprise, it\u2019s music and comedy. Our initial ideas were all based on this, even pitching the idea of doing a music video-style film. We ultimately landed on these comedic narratives that showcase Hyundai MOBIS\u2019 tech in entertaining and relatable ways.<\/p>\n\n\n\n

Move Improved represents a foundational creative practice called \u2018wrapping the pill in bacon.\u2019 The pill is the brand promise or USP you want the audience to internalize. And the bacon is the creative that makes that process enjoyable. Everything we put out into the world asks for your time and attention, so it better be fun to watch – that\u2019s one of the driving philosophies behind our process.<\/p>\n\n\n\n

Q3<\/h3>\n\n\n\n

Hyundai MOBIS, historically, was often mistaken for a car manufacturer, rather than a mobility tech innovator. Clearly establishing what MOBIS is and does was part of our answer in addressing this. There were early talks about whether or not the creative should be solely based in highlighting this misinterpretation. Ultimately, focusing on Hyundai MOBIS\u2019 own story was enough to get people to truly understand the nature of their business, and by extension, why it matters to them.<\/p>\n\n\n\n

Secondly – navigating a generational shift away from our category. Millennials engaged the least with B2B content, and Gen-Z is driving less. We tailored our strategy to bridge this gap, focusing on category exposure while taking a humorous, nontraditional approach to B2B marketing. This was a strategic choice to reflect the consumption preferences of our target.<\/p>\n\n\n\n

<\/p>\n\n\n\n

(read more here<\/a>.)<\/p>\n\n\n\n

<\/i><\/a><\/i><\/a><\/p>\n\n\n\n

Read more about the interview with Michele Mardorf for Colliding Waves here<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Justin Yang is a U.S.-born creative director with a BFA from Pratt Institute, whose early inspiration came from the emotional clarity of campaigns like Levi\u2019s Go [\u2026]<\/span><\/p>\n","protected":false},"author":23,"featured_media":38396,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[372,397],"tags":[9,446,415,382],"yoast_head":"\nInterview with Justin Yang | NYX Awards Winner<\/title>\n<meta name=\"description\" content=\"Justin Yang is a U.S.-born creative director with a BFA from Pratt Institute, whose early inspiration came from the emotional clarity...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/muse.international\/index\/art-direction-strategy-the-long-game-with-justin-yang-from-borderx\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" 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