SM Entertainment & Sotheby's
æ girls
NFT collection for K-pop group aespa with Sotheby's Metaverse
Media
Challenge & Opportunity
Launch K-pop powerhouse aespa's first NFT collection with renowned artist Blake Kathryn while coordinating high-profile stakeholders (Sotheby's, connecting dotts). How do you deliver a cohesive NFT collection that meets Sotheby's exhibition standards while managing virtual collaboration across international partners and navigating Web3's niche reputation?
Scope & Decisions
Audience Education Strategy
Recognised aespa's fanbase as non-crypto natives requiring Web3 onboarding. Worked with creative team to develop educational content explaining NFTs in fan language. Developed teaser marketing strategy building anticipation across campaign phases. Integrated physical-to-virtual mechanicsn.
Creative Direction & NFT Drop Mechanics
Designed 3-part collection structure balancing exclusivity with accessibility: 1:1 Dreamspace (super exclusive single edition), Altars (editions of 8 per member for collectors), and MY Pass (fan access key for community). Each piece incorporated personality and signature identity of aespa members and avatars while maintaining Blake Kathryn's surreal futurist aesthetic.
Multi-Stakeholder Content Pipeline
Established timeline planning and content approval workflow coordinating connecting dotts (K-talent management, PR/MarComms), Sotheby's (exhibition standards and drop mechanic requirements), SM Entertainment (brand guardianship), and Blake Kathryn (creative execution). Managed campaign asset delivery across multiple approval layers and time zones, ensuring Sotheby's Fall 2022 exhibition readiness in Hong Kong and NYC galleries.
Impact & Results
Tools
Specific Data & Analytics work
See SQL and Python projects