Free For All is a bold and expressive campaign, brought to life visually by Korean illustrator Joonho Ko. Our role was to handle the animation, translating this rich visual universe into engaging, high-energy motion pieces.
The main challenge on this project was working with Korean text—both in terms of language and writing system. While we made sure to get proper translations to understand the content, manipulating the text in animation came with its own challenges. Without an intuitive grasp of the language, it required extra attention to avoid mistakes—like breaking words incorrectly, misplacing emphasis, or altering meaning through timing.
We had to be especially careful with layout, spacing, and cuts, and made sure to validate everything with Korean speakers along the way.
The visual direction already had a strong identity, which gave us a clear framework to work within. Our role was to bring that into motion in a way that felt natural, amplifying the energy of the campaign while staying true to the original intent.
We focused on creating transitions that felt dynamic and seamless, while paying close attention to timing to preserve readability. Throughout the project, we aimed to maintain a consistent motion language across all deliverables, making sure everything felt cohesive. The idea was always the same: let the visuals lead, and use animation to support them—not compete with them.
Everything was animated in Adobe After Effects. Given the complexity of working with a foreign writing system, we paid particular attention to keeping text layers clean and well-organized, avoiding any deformation or misinterpretation of characters, and building flexible compositions that could adapt to multiple social media formats.
Working again with Bokeh made the process fluid and efficient, with clear direction and fast feedback loops throughout the production.
Collaborating with an international team—across different time zones, languages, and cultures—was also part of what made this project especially rewarding.
The campaign rolled out across Spotify’s Korean social channels, where the animations were used in multiple formats adapted to each platform. Beyond the final visuals, this project stands out for the way it challenged our usual workflow. Working with a language we don’t read forced us to slow down, double-check everything, and rely on external validation at every step. It’s a different kind of rigor—less intuitive, but just as essential.
As a fun side effect, the campaign featured a track by Stray Kids—and while we weren’t very familiar with K-pop before, this project definitely got us into it. Safe to say it’s now part of the studio playlist.
Credits
Client — Spotify
Agency — Bokeh
Production — Sebastian Camard
Creative Direction — Doug Smith
Script — Bokeh
Illustration — Joonho Ko
Design — Bokeh
Animation Director — Doug Smith
Animation — Victor Voltz
Music — Stray Kids — Chk Chk Boom
Portfolio case study — Emeline Clement
Year — 2024
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