SM Dance Battle Ground

I worked as a graphic designer and junior art director, contributing to concept development and visual design for an interactive outdoor kiosk game installed at SMTOWN in Cheongdam-dong. Set to EXO’s hit song Growl, the game allowed players to choose their favorite EXO member and participate in a rhythm-based performance challenge. As players hit the beats in time, their selected character delivered a flawless stage performance. Missing too many beats caused the character’s movements to falter, adding a playful and dynamic element to the game. The experience was amplified through two large outdoor screens, allowing both players and passersby to enjoy the performance in real time. After completing the game, participants could enter a random draw to win official SM Entertainment merchandise, further enhancing fan engagement. Designed as a fun and immersive way for EXO fans to interact with the group’s music, the project blended entertainment, technology, and brand storytelling bringing SMTOWN’s vibrant energy to life in a fresh and memorable way.

Interactive EXO Experience at SMTOWN

DANCE BATTLE GROUD WITH EXO

2nd Outdoor Kiosk @ SMTown Cheongdam <Dancebattle Ground with EXO>
Media Installation
SM Entertainment

Task Scope: Digital Media Installation
Partial Scope: Creative Direction
Sub Tasks: Art Direction, Graphic Design, Motion Graphics
Category: Entertainment
Date of Completion: 2018

Planning & Design: A FLOW
Development: Crazy Guys

My Role: Art Direction, Graphic Design