Y STAR
CHALLENGE
on GMMTV
Client: PRO GOLD, Arton A Bangkok
Director: Tanwarin Sukkhapisit
Platform: GMMTV
Role: Creative Visual Development
Campaign Photography, Poster Design
Creative Art Director project
13 personalities.
2 looks.
8 hours.
One visual identity.
THE CHALLENGE
Building a campaign within a tight production window.
13
TALENTS
2
LOOKS
8HRS
SHOOT
The brief required individual artist portraits, group imagery and a hero campaign visual —
all photographed within one day.
The challenge was to maintain a consistent visual language while giving each talent enough individuality to stand on their own.
VISUAL DIRECTION
Building the World
Moodboard
The visual direction established a bold, youthful and competitive world for the campaign — balancing entertainment energy with a clean, contemporary visual language.
YOUTHFUL / COMPETITIVE / BOLD / ENTERTAINMENT / CONTEMPORARY
BRAND IDENTITY
Logo Design
Costume Branding Direction
Wearing the Identity
The costume system extended the campaign identity into the physical world, using team-based colors and graphic elements to create a recognizable visual language across the cast.
The visual identity was developed to give Y Star Challenge
a distinctive mark that could translate across digital content, promotional materials and the wider campaign ecosystem.
CAMPAIGN PORTRAITS
Two Looks
Thirteen Talents
One Day
With 12 actors and 1 host to photograph within an eight-hour production window, the shoot required a tightly controlled workflow across individual portraits, team imagery
and campaign compositions.
LOOK 01 — BLACK
Individual / Characte
LOOK 02 — TEAM
Identity / Competition
CHANGING THE PERSPECTIVE
To achieve the elevated perspective of the hero composition, the camera was positioned more than two metres above ground. The elevated viewpoint transformed the cast into a graphic formation, creating scale, symmetry and collective energy within a single frame.
A Visual Identity Built
for Entertainment.
Our work
Creative Direction
Campaign Photography
Poster Design
Key Visual Development
Logo Design
Costume Branding Direction
Moodboard & Visual Planning
Official Posters | Key Visuals
MUSIC KEY VISUAL
Extending the Visual Language
The campaign’s visual language was further extended into the key visual for the program’s original soundtrack, translating the show’s youthful energy into a playful, music-driven visual direction.
CREATIVE DIRECTION
Developed a fashion-forward visual campaign designed to establish the identity, energy, and group dynamics
of the show through character-led imagery
and editorial-inspired entertainment visuals.
The project focused on balancing individuality and ensemble presence while creating promotional visuals that felt youthful, stylish, and commercially cinematic.
Variety Character Campaign
& Key Visual Development
A variety entertainment campaign developed for “Y Star Challenge”
A reality-based competition show featuring 12 well-known BL actors competing through performance, fashion, and personality-driven challenges.
The program combined entertainment,
idol culture, and character-focused storytelling within a modern variety show format.
MOOD
Fashion Editorial
Youthful Energy
Bold
Charismatic
Commercial Entertainment
Modern Idol Culture
OUTCOME
Developed promotional assets and visual identity materials used across campaign marketing, entertainment press releases, and official promotional visuals
for the program.
The project helped shape the first audience perception of the show through cohesive fashion-driven storytelling
and character-focused campaign imagery.
USED FOR
-
Promotional Campaign Assets
-
Official Key Visuals
-
Entertainment Press Materials
-
Social Media Promotion
-
Poster Campaigns
VISUAL LANGUAGE
The visual direction combined fashion editorial aesthetics with high-energy entertainment campaign visuals.
Sharp styling, confident posing, dramatic group composition, and polished lighting were used to create imagery that reflected competitiveness, charisma, and modern idol culture.
Visual references drew from Korean survival programs, fashion magazine editorials, and streaming-platform promotional campaigns.
KEYWORDS
Character Visual Direction
Cinematic Portraiture
Editorial-inspired Visual
Entertainment Campaign
Mood Direction
Narrative-driven Imagery
Character-led Storytelling
Creative Direction / Branding / Costume Branding
Campaign Photography / Key Visual / Graphic Design
