on the global stage
With South Korean culture capturing global attention—from K-pop and K-dramas, to fashion, beauty, and cinema—the Asian Art Museum of San Francisco jumped into the conversation with a 300-item exhibit exploring the rise of hallyu, aka the Korean Wave. Vehicle was invited to create a craze for the exhibit across the museum’s social channels.
bringing energy to art
To build excitement for the first major museum exhibition of South Korean culture on the West Coast, we teamed up with videographer Andrew Birchett and Bay Area K-pop dance group Eclipse to create a colorful, high-energy
K-experience online. Combined with other media efforts by the museum, these hallyu teasers and promotions helped the exhibit open to mass appeal—and seed a new generation of museum goers.
