Moloco
Overview
For two years, in partnership with Carpe Diem Creative Agency, I served as Creative Director on Moloco. An AI-powered ad tech company from Korea that had already reached a $2B valuation and was ready to build a brand that matched.
I was brought in at a pivotal moment. Moloco had the technology, the clients, and the growth trajectory. What they needed was a visual language that could hold its own in rooms with the world's largest advertisers, scale across product launches, conferences, OOH campaigns, digital illustrations, motion, and global event activations—without losing coherence.
Let’s get into it—
✦ Skills
Creative Direction, Motion Design, Web Design, Concept Art, Event Design, Digital Illustration, Prototyping
✦ Collaborators
JJ Gray, ECD, Moloco
Nathan Reuss, CCO, Carpe Diem
Lysandre Lavoie, Visual Designer, Care Diem
Xing Wei, 3D Animator, Carpe Diem
✦ Industry
Tech, B2B, AI, Machine Learning, Digital Advertising, Performance Media
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An existing brand that had outgrown its visual language
Frequent leadership transitions and shifting priorities
Maintaining coherence across global markets and product lines
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Build a premium, flexible brand system at enterprise scale
Hold creative consistency through constant organizational change
Sub Brand Logos
Introducing Molocon
Moloco reached a significant milestone for their brand. Molocon, their first owned conference in the heart of Seoul. The opening video of the conference needed to set the tone immediately: clean, commanding, and a clear signal that Moloco was out in front of this technology boom.
I directed the piece, with video editing by Xing Wei.
Brand Illustrations
I created these illustrations to establish Moloco's visual language. Defining the style, palette, and character that would anchor the brand. They became the foundation other designers built from, expanding into a full illustration library used across their website and marketing.
OOH Displays
For Moloco's Seoul metro takeover, I art directed an anamorphic billboard with 3D animator Xing Wei — an illusion of depth visible to the naked eye. Meanwhile, underground, I designed a seamless animation spanning 16 screens across the station. The campaign ran in the station outside of Molocon, bringing the brand into the city at large during an otherwise private event.
Activation Concepts
These renders were created to pitch a conference activation for MAU, visualizing what it would feel like to experience Moloco's scale firsthand. Each concept centered on the same idea: Moloco reaches 2.4 billion users across the open internet. What does that number actually feel like?
Mission Control positioned Moloco as your pilot on the open internet — a command center that put the audience at the center of something vast and precise. A branded photo booth experience would give visitors their very own pilot badge on the spot.
The Garden offered a respite from the noise of the conference floor. A zen garden containing exactly 2.4 billion grains of sand — one for every user Moloco reaches. A number we actually calculated to fit within the booth. Paired with an ASMR audio experience featuring Moloco facts. Scale made tangible, in the quietest possible way.
The Beach brought the same 2.4 billion underfoot, encased in a 20x20’, 1" deep sand floor. For scale, smaller boxes of sand represent the populations of major cities around the world. Visitors could settle into beach chairs and enjoy themed juice giveaways for a moment of ease on the conference floor.
All three remained conceptual, but the thinking behind them is very much alive. Each concept extended beyond the physical space — merch, collateral, and sensory touchpoints designed to make the Moloco brand remembered long after the conference ends.
Two years of brand stewardship for a company that never stood still. The work lived in Seoul subway stations, on conference stages, in boardrooms with the world's largest advertisers, and across a product suite that kept expanding. Moloco had to be premium enough to earn its place in every one of those rooms, and flexible enough to grow into the ones that came next.