For Love Story, the campaign challenge was introducing a widely mythologized real-life romance in a way that felt authentic and intimate rather than tabloid, emotional, rather than sensational.

I led the development of the launch trailer, shaping the tonal lens for the series by foregrounding vulnerability, nostalgia, and cultural reverence. The creative approach balanced storytelling with romantic restraint, positioning the series as as both a timeless love story and a reflective cultural portrait. We found music, a cover of “Head Over Heels” by Japanese Breakfast that nodded to the 90s and allowed us to slow down the pace of the narrative.

The trailer established the campaign’s emotional entry point, guiding how audiences would meet the story across AV, digital, and social platforms.