HELLO!
I'm Jaehoon Choi.
Once a pro-gamer in my youth,
Now an Art Director based in Seoul.

jjaejae(째재)
This is the way my childhood friends used to call my name.
Starting with 'Choi Jae,' they eventually began calling me 'jjaejae.'

My nickname originated from a very spontaneous and raw nature, but the goal of my output is to produce sophisticated and creative results.

jjae / jae — like similar syllables repeating,
I believe new creative is not something that didn't exist before,
but something that makes you see the familiar anew.

That becomes something new, becomes content worth watching,
and makes people look again.

IDEAS FOR THINKING ABOUT BRANDS

I view the relationship between brand and brand, and between brand and people from a fresh perspective.
Sometimes it can be fun, sometimes it can be striking, but ultimately, I work with the conviction that ideas should contribute to a brand's image.

Please feel free to contact me via Instagram DM or email! I'd love to chat.