Creative Direction • Brand Activation • Multi-Format Campaign
For G-STAR 2025, Asia’s largest gaming industry event held annually in Busan, South Korea, I led the creative direction and design for InMobi’s on-ground brand activation – a complete takeover of a Compose Coffee café near the venue, transformed into an InMobi + Glance AI experience for the four days of the show (November 13–16, 2025, at BEXCO).
G-STAR is where the global gaming industry shows up in full force. Over 1,273 companies from 44 countries, more than 3,200 booths, and a steady stream of developers, publishers, and growth marketers looking for their next partnership. It’s also where major ad-tech players like Moloco, LiftOff, AppsFlyer, AppLovin, Adjust, and Unity set up their own branded cafés around the venue, turning client meetings into experiences. InMobi joined this space with a takeover designed to feel completely its own – storefront to seating to the menu on the walls.
Moodboard
Role & Leadership
Project Lead
• Led the creative direction across every touchpoint, from the café storefront down to the table tent cards
• Translated the InMobi + Glance AI unified brand system into a gamified visual language built for a gaming audience
• Coordinated across multiple regional teams and time zones to keep design, content, and on-ground execution aligned
• Worked closely with the content team to ensure copy and design stayed in sync across English and Korean versions
The
Café
Journey
Objective
To create a memorable, high-impact brand presence at G-STAR 2025 that helped InMobi stand out among major ad-tech competitors, while giving the team an inviting, on-brand space to host meetings with game developers and growth marketers from Korea and the wider global gaming industry.
Approach
• Built on the InMobi + Glance AI unified brand guideline, with an added layer of gaming personality, giving the space a sense of energy and play
• Designed the full café experience from moodboard and storefront to sitting area wall posters, the selfie wall, beverage display menu, table tent cards, engagement activity posters, flyers, social media posts, and a dedicated landing page
• Worked bilingually across Korean and English, ensuring the visual language held up consistently in both, with support from regional teams for cultural and linguistic accuracy
• Maintained a balance between brand discipline and event-day fun, polished enough to signal credibility to serious decision-makers, gamified enough to feel native to the G-STAR crowd
Sitting Area
Table Tent Card
Beverage Display
Flyer
Engagement Activity
Landing Page
A note on collaboration: This was a true cross-regional effort. From content and marketing to on-ground production teams, working with stakeholders across geographies is always a reminder of how much stronger the final work gets when different perspectives come together.