For Projects Watches, I collaborated closely with artist Hannah Sung to explore the profound symbolism embedded within her Dancheong design. This collaboration resulted in a marketing strategy that prioritized human experiences and storytelling, fostering a deeper emotional connection with our products. Through initiatives such as artist interviews, artist-curated Spotify playlists for new releases, and the creation of unique collateral, we elevated the consumer connection and crafted immersive brand experiences that resonated with our audience.