Bad Guys: City of Evil (2017)

ntegrated marketing campaign for OCN's action noir drama where anti-heroes fight corruption by taking down a powerful criminal cartel. Led brand identity, promotional videos, and key art development to establish the show's dark, morally ambiguous tone.

OCN is South Korea's premium genre drama channel, known for high-quality crime and thriller series—comparable to FX or AMC in North America.

My Role - Brand Designer

Collaborated as part of a 4-person creative team on the full campaign from script analysis to final delivery, contributing to visual storytelling strategy and defining mood, concept, storyboards, and sound direction.

TEASER & TRAILER

• Developed concept, edited footage, created motion graphics, and designed sound to establish the dark, intense atmosphere

• Fast-paced editing centered on action sequences with emphasized impact sound mixing to target male audiences

• Cross-cut between criminals' violent actions and detectives' pursuit to clearly present the 'evil vs evil' structure

VISUAL IDENTITY

• Logo design: Cracked textures and red color accents to embed the imagery of 'evil'

• Key art: Character silhouettes against city nightscape backgrounds to emphasize crime noir genre aesthetics

ANTI-HERO NARRATIVE

• Foregrounded the premise of "bad guys catching worse guys" through gritty textures mixed with film grain and high-contrast lighting to capture the raw reality of a crime city