FOUNDERS' WORK — BEFORE ESC
Before ESC, we built fandoms from the inside.
Toss HELLSONIC, 2024 YouTube Works Awards Korea. Also won Best Brand Fandom.
HELLSONIC views in its first 20 days. The full campaign reached about 10M
T1 channel subscribers, with 200M views a year
Years on the League of Legends World Championship production crew
Founders' work before ESC
TOSS · SECURITY CAMPAIGN · 2023
In July 2023, as in-house producers, our founders made Toss's first-ever cybersecurity campaign: four campaign films, two original films and a campaign site. At its center was HELLSONIC, a documentary in which Toss's own white-hat hackers try to break into Toss within 48 hours, from attacking the app to walking past security with cloned badges. HELLSONIC passed 2 million views in 20 days, and the campaign films reached about 10 million views.
YouTube Works, run by Google with Kantar, judges every entry 50% on business results and 50% on creativity, and the Grand Prix goes to the best of all the category winners. HELLSONIC took the Grand Prix and Best Brand Fandom. The judges pointed to long-form storytelling that held viewers, an authentic look inside Toss that built trust, and a fandom that lasts beyond one campaign. It turned the hardest topic in finance, security, into something people chose to watch.
SKT T1 · BRAND CHANNEL
As in-house content leads at SKT T1, our founders took a team channel of about 150,000 subscribers and brought it to life with original content for the first time. That included Korea's first esports team documentary, filmed from inside the team. The channel grew to 1 million subscribers and 200 million views a year. Before T1, they were on the League of Legends World Championship production crew from 2014 to 2018.
NOW
What we learned building fandoms for Toss and T1, we now bring to global brands entering Korea, from strategy and content to social channels.