RSM Physiognomy

Across years with Renault Samsung Motors, the brief under every project was the same: make an established car brand feel younger, cooler, and genuinely present online — not a single product ad, but a sustained rebuild of a brand's digital presence, campaign by campaign. Creative direction for a 360° campaign built on a cultural insight. In Korea, *gwan-sang* — physiognomy — reads a person's face to tell their fortune. We turned that into the launch idea for the new SM3 Neo: a virtual fortune-teller who read your face through your webcam and, in the same breath, read the car's new design as a sign of a better future ahead. It let us hand people real product information the way a fortune is given — personally, by invitation, instead of interruption. Agency: Welcomm Publicis Worldwide Production: Distortion May 2014