I led creative direction and design for Molocon Seoul, Moloco's flagship marketing conference at COEX Artium in September 2024. More than 700 marketing and monetization leaders, agencies, and brands gathered for a full-day program spanning main-stage sessions, an Ad Solutions Zone, and networking. The experience was built to strengthen Moloco's reputation as a serious player in machine learning-driven advertising.
client
Moloco
role
Creative Lead + Designer
Experiential Design
Brand Design
Art Direction
Problem
The event needed to feel credible and technical for a senior industry audience while giving Moloco a distinct presence in a crowded conference landscape. Every touchpoint, from billboards and metro ads to registration, keynotes, booths, and networking spaces, had to feel like one connected experience rather than a collection of vendor deliverables.
Solution
I owned the creative direction across the physical and digital experience. I designed and art directed the onsite brand system, exterior media, entrance walls, elevator wraps, registration, photo zone, stair activation, cafe, booth, networking areas, and pillar banners. I also directed session interstitials, keynote and fireside chat packaging, street interviews, and platform and advertiser interviews, then extended the system to the mobile attendee experience, event landing page, one-pagers, and case studies.
Impact
Molocon generated more than 85 million impressions, increased brand search volume by 310%, and earned 20 media placements. The event welcomed 627 attendees and received a 4.2 out of 5 satisfaction score. Post-event feedback showed stronger understanding of Moloco's technology and a more positive impression of the brand, confirming that a cohesive experience could make a complex product story feel credible, clear, and memorable.
