Lay’s × Money Heist: Korea

For this campaign, I worked as a Conceptual Art Director and Animator, helping bring together the bold, playful energy of Lay’s with the tension and instantly recognisable visual world of Money Heist: Korea.

My involvement began at the conceptual stage, where I helped establish the campaign’s visual direction and explore how the identities of both brands could coexist within one cohesive idea. The challenge was to retain Lay’s sense of colour, flavour and entertainment while introducing the drama, suspense and rebellious attitude associated with the series.

I translated this direction into a dynamic motion language designed to capture attention across television and social media. Through energetic transitions, graphic compositions, typography and carefully timed product moments, I helped create a visual rhythm that felt cinematic while remaining accessible and unmistakably Lay’s.