Everything is Fine Growth Campaign
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WEBTOON | Psychological Horror · Satirical Thriller
My Role: Creative Producer · Art Director · Co-Scriptwriter · Editorial Lead
External Animation Production Partner: Golden Wolf
Design Art Director: Judith Park
Creative Director: Jill Denkmann
Project Goal:
To re-engage fans and attract new readers, we launched two major campaigns across the United States and Latin America.
It was a 2-phase campaign focusing on the Cute horror the series portrays.
The Impact:
The results were wonderful. The campaign garnered 35M+ video views and 1.5M engagements on TikTok, performing at 300x the TikTok video CTR benchmark, with a 4.7% recommendation lift on that platform. Readership for Everything is Fine grew +1045% and increased traffic to WEBTOON +139% year-over-year.
My Contribution:
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Developed the creative treatment from scratch, aligning with the comic’s themes of emotional repression and dystopian control.
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Wrote the full script, channeling a flat, emotionally detached silence with a horrific scream to pay off the growing visual unease.
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Directed storyboards and edited pacing to intentionally lull the viewer before strategically breaking rhythm.
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Led the animation process with the external animation team, focusing on simple everyday movement and environmental dread, with it ending in a bit of a jump scare.
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Collaborated across departments, paid marketing, social marketing, and the author Mike B, for approvals and thematic consistency.
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Oversaw VO casting and direction, music selection, and subtle sound design cues (i.e., ambient hums, masked whispers).
Creative Choices:
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Color Palette: Soft pastels with deep reds to echo the comic’s “horror hidden in cheerfulness” concept.
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Visual Style: Clean, static compositions, broken only by precise, jarring cuts and shaky cams.
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Sound: Sparse music paired with audio stingers to mirror emotional shutdown and surveillance-state discomfort.
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Final Moment: leaving some ambiguity to let the audience with a WTF did I just watch sentiment.
Character and color designs:
Everything is Fine Trailer
Role: Creative Producer · Art Director · Scriptwriter
Motion Designer: Logan Devlin
Everything is Fine Live Action Subliminal Ads
My Role: Creative Producer · Art Director · Co-Scriptwriter · Editorial Lead
External Animation Production Partner: Golden Wolf
Design Art Director: Judith Park
Creative Director: Jill Denkmann
My Contribution:
-
Developed the creative treatment from scratch alongside my creative director, aligning with the comic’s themes of visual unease.
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Provided feedback on the full scripts, provided feedback on visual execution.
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Directed storyboards and edited pacing to keep viewers curious and engaged.
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Led the animation process with the external animation team, focusing on the look and feel of a typical live-action wellness ad and then flipping the script to incorporate the weird smiling cat heads.
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Collaborated across departments, paid marketing, social marketing, and the author Mike B, for approvals and thematic consistency.
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Oversaw the video direction, music selection, and subtle sound design cues.
Live action video and activation:
Art Director: Karina Lopez, Judith Park
Creative Director: Jill Denkmann
Purpose: OOH promoting season 2 of the series.
Execution: Have a mini takeover of EIF in Central Park, New York, to surprise and spark curiosity in real-time.
I had my video team edit the highlight reel, and I provided the character models and designs to create the cat heads seen on the actors for the event.