Movie Promotion - Crying in H Mart

Design Challenge

Create an integrated marketing campaign and collateral for the upcoming film adaptation of the #1 New York Times Best Selling memoir, Crying in H Mart. The campaign should authentically capture the emotional journey of the main character as she navigates grief, self-discovery, and cultural identity. Key themes to highlight include her evolving connection to her Korean heritage through food, the profound influence of her mother, and her personal and artistic growth as she builds her band, Japanese Breakfast. The campaign should resonate with audiences by blending visuals, storytelling, and music to reflect the memoir’s intimate and universal themes.

Design Solution

The marketing campaign for the Crying in H Mart film adaptation is anchored by a symbolic color palette: Crimson Red, representing emotion, food, and identity; Ink Black, evoking Korean calligraphy and introspection; and Rice White, symbolizing comfort, home, and the warmth of steamed rice. A hand-illustrated jar of kimchi serves as a recurring graphic element, subtly woven into select collateral to reinforce themes of heritage and memory. The campaign comes to life across multiple touchpoints, including bus stop movie posters, custom-designed branded movie tickets, and a curated Crying in H Mart official movie soundtrack, all designed to immerse audiences in the film’s emotional and cultural narrative.