We Don’t Care
A rebellious manifesto challenging privilege in South Korea, proving that in gaming, skill is earned—not given.
Year: 2021
Client: HP OMEN
Role: Director & Editor
Creative Collaboration: W+K Tokyo
A bold, rebellious campaign that challenges societal privilege, redefining gaming as the ultimate meritocracy—where skill, not status, determines success. Sparking nationwide conversations about fairness, this campaign reinforced OMEN’s identity as a gaming brand that values effort over entitlement.