JOANNE CHOI
ART DIRECTOR
JOANNE CHOI
ART DIRECTOR
JOANNE CHOI
ART DIRECTOR
01
THE GRID ZOO
2025
INSTALLATION
SIDE PROJECT
New York neighborhoods are translated into animal characters, reimagining
the city as an urban zoo. It observes how identity is performed through place
and behavior.
VIEW ↗
02
AIRBNB ODDYSSEY
2025
AD CAMPAIGN
CAMPAIGN
A campaign built around strangely named locations and their hidden stories.
It reframes travel as curiosity, not destination.
VIEW ↗
03
WHAT IF APPLE TOLD MY STORY
2025
AI FILM
SIDE PROJECT
An AI-driven film imagining how Apple might narrate an ordinary life
as a brand story. It reframes everyday choices as meaningful narratives.
VIEW ↗
04
MOJITTO APP
2025
PRODUCT LAUNCH
SIDE PROJECT
A diary you don’t have to write.
Record your day. Receive meaning.
VIEW ↗
05
STILL YOUR BIRTHDAY
2025
SOCIAL
SIDE PROJECT
Still your birthday.
Even when you’re far from home.
VIEW ↗
04
MOJITTO APP
2025
PRODUCT LAUNCH
SIDE PROJECT
A diary you don’t have to write.
Record your day. Receive meaning.
VIEW ↗
05
STILL YOUR BIRTHDAY
2025
SOCIAL
Side Project
Still your birthday.
Even when you’re far from home.
VIEW ↗
03
WHAT IF APPLE TOLD MY STORY
2025
AI FILM
SIDE PROJECT
An AI-driven film imagining how Apple might narrate an ordinary life as a brand story.
It reframes everyday choices as meaningful narratives.
VIEW ↗
02
AIRBNB ODDYSSEY
2025
AD CAMPAIGN
CAMPAIGN
A campaign built around strangely named locations and their hidden stories.
It reframes travel as curiosity, not destination.
VIEW ↗
01
THE GRID ZOO
2025
INSTALLATION
SIDE PROJECT
New York neighborhoods are translated into animal characters, reimagining the city
as an urban zoo. It observes how identity is performed through place and behavior.
VIEW ↗
01
THE GRID ZOO
2025
INSTALLATION
SIDE PROJECT
New York neighborhoods are translated into animal characters, reimagining the city
as an urban zoo. It observes how identity is performed through place and behavior.
VIEW ↗
02
AIRBNB ODDYSSEY
2025
AD CAMPAIGN
CAMPAIGN
A campaign built around strangely named locations and their hidden stories.
It reframes travel as curiosity, not destination.
VIEW ↗
03
WHAT IF APPLE TOLD MY STORY
2025
AI FILM
SIDE PROJECT
An AI-driven film imagining how Apple might narrate an ordinary life as a brand story.
It reframes everyday choices as meaningful narratives.
VIEW ↗
04
MOJITTO APP
2022 -
PRODUCT LAUNCH
SIDE PROJECT
A diary you don’t have to write.
Record your day. Receive meaning.
VIEW ↗
05
STILL YOUR BIRTHDAY
2025
SOCIAL
SIDE PROJECT
Still your birthday.
Even when you’re far from home.
VIEW ↗