RSM QM5 SUV Life

View Project 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 the QM5, aimed at a 29–43 audience living in what we called "snack culture" — short, entertaining visual content that travels on social and messaging. Instead of feature specs, we worked with Korean illustrators to turn the SUV's premium points into quick, funny comparison pieces against rival SUVs, and ran them where that audience already grazed: Pinterest, then Korea's second-largest social platform. Production: Welcomm Publicis Worldwide February 2014