Senior Project: Hatsukoi

I chose to reimagine a creative campaign for a beloved Netflix film. It was not very well marketed across the globe but it was more of a regional release. After watching the film, I was very inspired by the scenery as well as the beautiful memory lane of these two highschoolers, taking place in Sapporo, Hokkaido. I eventually visited this place and made a passion project about this film specifically, filming and documenting the lives of Sapporo residents, and the mundane beauty of our day to day lives. Netflix Korea released a lot of great melodramas and rom coms and riding on that wave, I believe this Netflix original series would be just as successful to release and promote globally. 

My creative ad campaign was designed with genre fans in mind. I focused on different ways to attract fans of romance dramas, including a line of merchandising, like wearable accessories, collectable film posters, as a limited release of the soundtrack on vinyl and CD. I got inspired by A24 merchandise as well as smaller released films and how they are promoted to create hype. I chose to focus on billboards across the United States, focusing on the Sunset Strip in Hollywood and New York City to attract a wider audience. I also made this perfume inspired by the scents of first love, with notes like lilacs, cigarettes and mint candy.