Bound
Capsule Collection · Korea · 2026
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Designed to clip to your Gentle Monster frames, it transforms your glasses into a bold statement piece.
But its brilliance doesn't stop there. Detach it in seconds to wear as a standalone accessory.
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Increase brand consideration by 20% and reach 6 million impressions during a 3-month omni-channel launch campaign for Gentle Monster's first jewellery line across Korea.
A sensory, artistic, and minimal campaign that expresses Gentle Monster's cultural universe.
The strategy highlights innovation, versatility, and self-expression by showcasing multiple ways to wear the Bound collection, a jewelry-stacked, customizable frame concept.
Content focuses on personalization, uniqueness, and bold transformation, building suspense through the progressive release of the trailer and hero film.
A creative music-video-style hero movie with Cortis, the Korean boy group, blending Korean heritage with futuristic visual direction.
The members wear the Bound jewelry-stacked frames, with attention on the sound and movement of the layered accessories. The collaboration attracts both fanbases.
Bound by Gentle Monster is an interactive video game accessible on laptop or mobile via the Gentle Monster website.
It encourages users to unleash their inner creativity and create countless combinations with GM's full range of eyewear and jewelry without even stepping into the store.
This modern, playful strategy turns product exploration into highly shareable moments.
| Platform | Role | Budget | Target |
|---|---|---|---|
| Trailer, reels, shoppable posts | $45,000 | 2.5× frequency | |
| TikTok | Short-form, retargeting | $30,000 | 3%+ CTR |
| YouTube | Hero movie, bumper ads | $30,000 | 35–45% true view |
| Naver | Search intent, brand placement | $22,500 | +50% branded search |
| Collage pins, collection ads | $7,500 | 1.2–2% save rate | |
| Total | Omni-channel launch | $135,000 | 6M impressions |
Most visuals in this project were generated with AI to illustrate the creative concepts. Artist references: Cho Gi-seok, Luca Mastroianni, Kim Minsu.
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