On our latest campaign with Lojel, we crossed the Pacific to the city of Seoul, South Korea. There’s only a certain amount of planning and preparation that can be done ahead of visiting a new city (there’s only so much google street view and blog posts can really show). Arriving to Seoul, I was as prepared as I could be. Although, not prepared enough for Typhoon Ling Ling (some of us were luckier than others), the team eventually and thankfully all arrived safely.
For this campaign, we wanted to capture the city’s many personalities from the peaceful temples and grand architecture to neon-lit night markets and busy streets filled with performers and eager spectators. Travelling often allows us to get lost in time and space, awaken our senses, and witness the nights bleed into day (and vice versa). It didn’t take long for us to realize that the many personalities of Seoul were revealed at different hours throughout the day—we just had to be awake to witness it all.
With the help and guidance of our Korean liaison and past studio intern, Youna, we navigated the chaotic streets of Hongdae at night to the quieter winding alleyways of Bukchon Hanok Village. The city felt like a maze of hidden gems—at every turn or nook there was a tucked away cafe or restaurant waiting to be stumbled upon. Seoul was a clash of modernity and history, it was like taking a step into the past and future all at once.
