Andy KIM

Head of Production | CO:COLLECTIVE

Born and raised in San Francisco, Andy Kim is a multidisciplinary creative and producer with a focus in fine art photography, currently residing in Queens, New York.

After moving to New York in 2009, Andy started his career in digital advertising as Founder and Creative Director of Stink Grenade Studios, an interactive digital studio that offered a wide array of services across creative and technology for digital platforms.

There, he created brand identity, brand campaigns and content for youth/sneaker culture brands such as Nike, Reebok, Marc Ecko, New Era, Staple, Unyforme, Flight23 at Footaction and more. In addition, his agency experience at R/GA and Craft (McCann’s in-house production studio) involved him leading creative/tech production for brand campaigns and moments, working directly with clients such as Microsoft, MasterCard, L'Oreal, Coca-Cola, U.S Army and more. 

In his most recent role at R/GA, Andy was dedicated to Samsung Global with a focus on the mobile line of business. From tackling flagship product launch campaigns to leading strategic brand positioning work all the way to building and operationalizing teams for influencer-led global social activations, Andy has navigated from the lowest to highest altitudes while scoping and managing multimillion dollar programs and campaigns, all while being client-facing across all initiatives. 

Andy also has an artistic career in Photography, producing his own printed work in his home studio while working on multiple personal projects at a time. His work as a Photographer juxtaposes the output of his corporate advertising work and dives deep into matters of personal passion.

questionnaire

What was your very first job? 

Embarrassing to say and I am sure mowing the lawns of homes in my childhood neighborhood doesn’t count, haha. But my first official job was as an office admin for a State Farm Insurance agent at the age of 15. 

Please describe, in your own words, what your job is and what work it entails.

In my current role as Head of Production at co:collective is to build a sound production discipline, laddering up to a whole new practice for the organization with the objective of not being a traditional advertising agency and maintaining the spirit of what co:collective stands for. This requires collaboration, critical-thinking, and many internal initiatives to evolve our organization from a strategy consultancy and expand its offerings as a true “making” organization. I also support the New Business team with RFP’s and high-level scopes as well as supporting my Producers on billable client projects

How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? Was there a train of events that brought you where you are today?

Creativity has always lingered within me but my main passion that drove me to my career was around cars. My first real career job was working for Nissan, focusing on motorsports and eCommerce. When I conquered that industry I quickly realized that there was a cap with how far I can go and I always new creative was something I wanted pursue. After being featured on the cover of various magazines in the automotive industry with the various projects I led, and building a strong community within the consumer market for specific vehicle platforms, I took a leap of faith to pursue my passion for creativity and moved across country from LA to NYC as I knew NYC was where I needed to be. Not knowing anyone or having any sort of network in NYC, I started to deep dive into everything I wanted to do, I purchased my first DSLR and started to teach myself how to build a website (blog). My passion for creativity eventually led me to where I am now through a serious of events, primarily founding my own boutique creative agency that I was operating for 4+ years before I was recruited by McCann NY. 

In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?

The work that strategy teams perform really informs how creative is going to be approached. Sometimes its can be highly innovative if that is what the client brief states but there are also times where innovation is not the priority but to solve the business problem in the most simplistic way. If the strategy is fully baked and sound, I tend to find inspiration from books, films, and from other creatives through collaboration. But I don’t block myself in with these paths, as we all know, inspiration can strike at any given moment without any warnings. The key is to keep an open heart and mind, keep your eyes and ears accute to your surroundings and continue to dig deep. 

If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation rather than its recognition or industry "success," what would it be?

I would probably select my recent with with Samsung Global for our second installment for a Mother’s Day campaign for 2021. This was an influencer-led social campaign on a global scale. Working with talent and influencers in different time zones was a huge challenge, especially while still being in lockdown during a pandemic. We were also able to work with Missy Elliott and her team to license one her tracks for the official song of the campaign as well as being able to feature the hit group BTS, You can find info on the campaign here. 

Another worthy contender was a project I did for MasterCard where we partnered with the World Food Programme to donate lunch meals to under privileged students in South America. This was a pure tech play project with a mix of content production, where I produced an interactive board where people can donate $2 through NFC technology. MasterCard matched every donation and $2 would provide a student’s lunch for a week. This board was never meant to be consumer-facing and was only supposed to live within a few MasterCard corporate offices. After it was presented during a MasterCard town hall, many marketing teams at MasterCard wanted to leverage the board at public events that MasterCard sponsored such as Women of the World and it ended up going on a roadshow for a year. So an internal project that gained so much traction that it became a consumer-facing application was a huge win for my clients and myself. 

Which creative disciplines do you commission most, and are most interested in seeing more of and why? Which of these disciplines are you most interested in seeing at CONNECTIONS? (ie photo, film, production, social, experiential, vr, cgi, animation etc)

My personal interest in creative disciplines are photography, filmmaking, design and anything related to sustainable technology. 

Photography because it is what I am most passionate about. Per my bio, I do have a separate career in fine art photography, you an find all the info you need here. 

I don’t know if I would call myself a film buff but watching films is something that has always played an inspiration to my creativity which led me to dabble in a ton of projects. I love how abstract and conceptual filmmaking can be, it doesn’t always need to pertain to telling a story but the fact that it can be malleable enough to convey or articulate an emotion is something very powerful. 

Design because I’m just a design nerd. And I love how broad the definition of “design” can be as it really is the foundation to almost all things creative. I dabble in quite a few design principals myself and although I would never call myself an actual designer, I have played the role of one many times, designing a prototype mobile app for MasterCard, filling holes when design resources weren’t;t available on Samsung with executions in web, CRM and graphics. I also really love type design and am a huge nerd when it comes tp typography.

When it comes to technology, it just seems to be an innate interest of mine. And what I mean by sustainable technology is tech that is scaleable without being detrimental to our planet (like crypto mining). Technology really fascinates me and is a true testament to how far we have come as a civilization but at the same time, can be highly debilitating for basic human/social interaction which leads the the bigger quandary of a constant balancing act and how to keep yourself grounded to reality. 

jury

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Global Executive Creative Director | SID LEE CANADA
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Art Producer
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