"I always approach branded content with a filmmaker’s sensitivity and a strategist’s understanding of digital culture. For me, creating social-first campaigns means crafting stories that resonate emotionally within seconds—where every frame carries intention, and every gesture feels authentic.
I believe that successful branded storytelling should move beyond product placement to capture a brand’s human pulse—to explore the relationships between people, between people and the products they use, and between the audience and the advertisement itself—through cinematic language."
ADVENE
When Roku collaborated with Advene on their campaign, the process began with understanding the psychology of the target audience—their lifestyle, aspirations, and emotional connection to objects of daily use. She then delved into the designer’s intention behind each form and material, balancing practicality with symbolism. Through precise camera movement and controlled pacing, Roku translated Advene’s design philosophy—quiet strength, sustainability, and elegance—into visual language.
ABOUT ADVENE
Advene is a contemporary luxury brand that merges minimalist design with strong ethical consciousness, redefining what it means to create an “investment handbag.” Known for its signature Age Bag—a patented design that earned the 2021 iF Design Award and the Glossy Fashion Award for Best Sustainability Initiative—Advene stands at the intersection of timeless aesthetics and forward-thinking responsibility. The brand has been recognized by Vogue, Harper’s Bazaar, and other leading fashion publications for its refined craftsmanship and sustainable approach.
PUBG × ARCANE
As a Gen Z herself, Roku grew up deeply immersed in gaming culture—both as a player and as a storyteller fascinated by the worlds that games create. She sees games not only as entertainment, but as powerful narrative spaces that shape identity, emotion, and community.
During the process of directing the PUBG × ARCANE social-first video, Roku collaborated closely with the creative and animation teams to blend game aesthetics with real-world emotion, capturing the cultural excitement surrounding this viral collaboration. The video highlighted the PUBG × ARCANE crossover’s massive impact in New York’s Times Square—where the virtual met the physical, and digital storytelling transformed into a shared, global moment of fandom and imagination.
ABOUT PUBG MOBILE
Developed by Tencent Games and Krafton, PUBG MOBILE is one of the world’s most popular mobile games, redefining the battle royale genre for a global audience. Since its launch, the game has built a massive community of players who are drawn to its immersive gameplay, cinematic visuals, and constantly evolving collaborations across pop culture, fashion, and entertainment. Beyond competition, PUBG MOBILE has become a cultural phenomenon—a space where strategy, creativity, and human connection collide in real time.
ABOUT RIOT GAMES
Founded in 2006, Riot Games is a global video game developer, publisher, and esports organizer best known for creating the groundbreaking franchise League of Legends and its acclaimed animated series Arcane. With a mission to be the most player-focused company in the world, Riot has expanded its universe through music, animation, and immersive storytelling, building a vibrant global community that bridges gaming and culture. Today, Riot Games continues to shape the future of interactive entertainment by combining innovation, artistry, and emotional depth across all its creative platforms.