PhotographyGraphicsCommunity
Campaign - PhotoCampaign - VideoEvent - VideoPersonal Project
PhotographyGraphicsCommunity
Campaign - PhotoCampaign - VideoEvent - VideoPersonal Project
“Chinatwon Series”
@luudan_official
The Chinatown Series captures real people and everyday moments across Chinatown, documenting the energy and personalities that shape the neighborhood. The content focuses on direct interaction with individuals encountered in the streets, bringing authentic voices and faces into the LU’U DAN universe. Through these encounters, the series connects the surrounding community with the world of LU’U DAN.
Instagram Feed
Instagram Carousel 1080 x 1350
Creative & Art Directed by Seokheon Kim
Photography & Videography by Seokheon Kim
7-9. Featured in HYPEBEAST - “LU’U DAN and CLOT's New Collaboration Charts the "Ever-Evolving Asian Identity"
Social Media
LU’U DAN
2024
2025
@luudan_official
This teaser introduces the seasonal character of the LU’U DAN man before revealing the full lookbook. Rather than presenting the collection immediately, the content establishes the attitude, identity, and personality of the character that defines the season. The teaser sets the tone for the collection and reflects the evolving spirit of the LU’U DAN man, building anticipation ahead of the lookbook release.
Instagram Reel
1080 x 1350 vertical video
1080 × 1920 vertical video
Art Directed by Seokheon Kim
Videography by Seokheon Kim
Edited by Seokheon Kim Creative Directed by Hung La
1-3. FW24 “DO or DIE” Lookbook
3-5. FW25 “NOTHING TO LOSE” Lookbook
Social Media
LU’U DAN
2025
@luudan_official
This campaign teaser introduces the narrative world of the season before the full campaign reveal. Instead of focusing directly on the garments, the teaser builds atmosphere and tension through story-driven visuals that hint at the themes and attitude of the collection. The content establishes the mood and narrative direction of the season, inviting the audience into the universe of LU’U DAN while building anticipation for the full campaign release.
Instagram Reel
1500 x 1200 Horizontal Video
Art Directed by Seokheon Kim
Videography by Seokheon Kim
Edited by Seokheon KimCreative Directed by Hung La
1-2. FW25 “NOTHING TO LOSE” Campaign Drop 1.
3-4. FW25 “NOTHING TO LOSE” Campaign Drop 2.
Social Media
LU’U DAN
@luudan_official
Instagram Feed
Instagram Carousel 1080 x 1350
Art Directed by Seokheon Kim
Photography & Edited by Seokheon Kim
1-3. SS26 / 3-4. FW25
Social Media
LU’U DAN
2025
@luudan_official
Instagram Feed
Instagram Carousel 1080 x 1350
Art Directed by Seokheon Kim
Photography & Edited by Seokheon Kim
Social Media
LU’U DAN
2025
2024
“LD MAN”
@luudan_official
Released a few months after the collection launch, the LD MAN series revisits the season by introducing the character of the LU’U DAN universe. Inspired by Asian wanted poster visual language, the content presents the character through graphic details and narrative cues that reveal personality, attitude, and identity. The series expands the story of the collection while introducing the LD MAN character to the community.
Instagram Feed
Instagram Carousel 1080 x 1350
Creative & Art Directed by Seokheon Kim
Graphic by Seokheon Kim
Social Media
LU’U DAN
2024
2025
@luudan_official
The MSG Capsule Collection reclaims a symbol once shaped by stigma and reinterprets it within the LU’U DAN universe. Standing for Most Selected Goods, the capsule reframes MSG as a bold cultural statement. The concept draws from Japanese MSG packaging language as well as Chinese sales banner and pamphlet visual language, translating these graphic cues into the brand’s visual narrative and storytelling.
Instagram Feed
Instagram Carousel 1080 x 1350
Art Directed by Seokheon Kim
Graphic by Seokheon Kim
Social Media
LU’U DAN