Jennifer Yoon
Jenny is a creative director and copywriter
based in New York.
Essentia
UN Foundation
Dove
Atlassian
lululemon
Chase Sapphire Reserve
Harley-Davidson
About
Jenny is a creative director and copywriter
based in New York.
Essentia
UN Foundation
Dove
Atlassian
lululemon
Chase Sapphire Reserve
Harley-Davidson
About
Essentia
Essentia Water is the original alkaline water billed as supercharged hydration for your everyday needs.
In 2025, we redefined what it means to achieve with “Change the Equation,” a new brand platform that championed risk over resignation. Because real achievement isn’t luck or fate. It doesn’t come from playing it safe or following formulas–it comes from action, powered by supercharged hydration.
We launched in the summer of 2025 with three films that flipped the script on performance category conventions. Showing how, when you embrace the right kind of risks, you’re not just in the game–you’re here to change it.
We then took over New York, transforming everyday objects and touchpoints—and even some New Yorkers—into provocations for change. Think skateparks, SoHo shoppers, basketballs and workout classes as canvases for change. OOH, street-level interventions and supported social content tapped into the city’s unique subculture’s spirit and ambition to challenge passersby to think, act and hydrate differently.
We built on the platform in 2026 with a national rollout of “Change of Equation” that reframed performance not as perfection, but as the willingness to take risks, trust instinct under pressure and embrace the discomfort to change the outcome.
Our film, “Beat the Formula,” celebrates those who refuse to follow the script. The anomalies who refuse to accept expected outcomes or paths and take their fate into their own hands.
At the center of the films is a new graphic device that signals an individuals shift into Essentia’s “supercharged” state.
Inspired by the way achievement is captured and consumed today: through instant replays, social clips, and highlight culture—the device is used to frame a risky move as something to be replayed, analyzed and scrutinized.
The campaign also includes a suite of short-form films celebrating those who back themselves enough to take the shot, make the leap, push the pace and risk failure in pursuit of something bigger.
May 2026
Our film “Beat the Formula” moves through moments of physical and emotional pressure across sports, music and more, capturing the split-second decisions where instinct overtakes instruction and risk becomes the unlock for change.
Director: Ryan Chun
Editor: Paul O’Reilly
Assistant Editor: Anchor Mak
Assistant Editor: Damoon Parsa
Colorist: Terry Simpson
Sound Designer/Mixer: Aaron Reynolds
Sound Designer/Mixer: Austin Ferreira
VFX: Blacksmith
Animator: Champ Panupong Techawongthawon
Music: Death in Vegas - “Hands Around My Throat”
July 2025
Our films examined the tension between risk and reward–our characters suspended in the space between glory and failure, as the films challenge our willingness to embrace risk to change the outcome in our favor.
We partnered with some of NYC’s most culturally influential creators to bring each brand act to life on their channels—including @whatisnewyork, @gabbois, @subwayhands, @citybikeboys, @whatnywears, @nolitadirtbag, @guarddafatboy—extending the campaign message beyond the physical and into the daily feeds of those ready to rewrite the rules.
Made at Droga5 with: Tom McQueen, George McQueen, Maria Kouninski, Steph McCarthy, Mat Jerrett, Max Friedman, Gulshan Jaffery and Dakota Brockman.
Director: Vincent Haycock
Editor: Sam Ostrove
Mixer/Audio Engineer: Aaron Reynolds
Music/Sound Design: Q Department
VFX: Parliament
Colorist: Dante Pasquinelli
Animator: Champ Panupong Techawongthawon
Featured in:
LBB Online
AdAge
UN Foundation
When the world seems beset with problems too big to solve, it’s easy to throw our collective hands in the air and give in to the doom and gloom. But the choices we do and do not make now could literally make or break our future. At this pivotal moment, there’s no room for error, or dwelling on the negative thinking around, “what happens if we get it wrong?”
It’s time to engineer a radically different response—one rooted in youthful and intergenerational optimism—that changes the conversation and instead asks: “what if we get it right?”
In September of 2024, the UN General Assembly convened in NYC for the Summit of the Future, a two-day event that set into motion a plan for a better, brighter future for all. We partnered with the UN Foundation to develop a campaign that encouraged young people around the world to tune in and engage with the Summit.
Once Upon a Future tapped into youth resilience and hopefulness in a format they know, understand and love: via an internet and culture-driven parallel broadcast of the Summit that broke down the days’ events in a digestible and entertaining way.
Made at Droga5 with: Tom McQueen, George McQueen, Maria Kouninski, Georgia Johnstone, Vanessa Bittante, Christian Zerbel, Sollin Saele, Mariel Calara, Malia Athanasiou, Roger Morán and Josh Campbell.
Director: Tim Bierbaum
Music/Sound Design/Mix: Human
Animation: Champ Panupong Techawongthawon
Featured in:
Adweek
Shots
LBB Online
AdForum
September 2024
Preceding the Summit, we launched worldwide OOH, social and digital displays to drive awareness and invite audiences from all corners of the world to tune in and watch the Summit live.
The broadcast was directed by Tim Bierbaum and featured an eclectic cast of internet personalities, UN experts and creators to reach a broad global audience: Felipe Neto, Lea’h Sampson, Heidi Becker, Dan Rosen, Hallie Haas, Liah Yoo and Pooja Tripathi.
United Nations experts we tapped included Stéphane Dujarric, UN Spokesperson for the Secretary-General; Elizabeth Cousens, President and CEO, United Nations Foundation; Eddie Ndopu, global humanitarian and social justice advocate and Noreyana Fernando, World Bank External Affairs Officer, Development Finance.
Dove
Press, spritz, gua sha, repeat.
Women spend, on average, thirty minutes a week caring for the skin on their faces, but only five minutes on their bodies. Ingredients like vitamin C, pro-ceramides and hyaluronic acid are gatekept to faces, while bodies are left living in FOMO: a fear of missing out on all the active skincare ingredients we give to our face.
But fear no more. All those active ingredients your body has missed, it can now get. All in a serum body wash that moisturizes, illuminates, clears, balances and brightens in the shower—and beyond it, too.
Now our bodies no longer have to miss out on the active ingredients we give to our face. Why miss out?
Get Dove or Get FOAMO.
Made at Droga5 with: Tom McQueen, George McQueen, Maria Kouninski, Christian Zerbel, Jasmine Paylor, Ally Churchwell, Cory Souto, Caroline Fahey and Dagmar Wong.
Director: ESTEBAN
Editor: Heather Danosky, Bandit
Sound Designer/Mix Engineer: Owen Shearer and Rob McIver
Photographer: Benjamin Madgwick
Product Photographer: Rikky Fernandes
February 2024
Atlassian
Software company Atlassian believes that nothing is impossible when we work together.
So we set out to solve three impossible problems in our Impossible Alone campaign, which brought together some of the brightest minds across tech, art and science in order to illustrate how anything is possible with the right people around you.
Made at Droga5 with: Chris Colliton, Kevin Weir, Maria Kouninski, Sara Smokrovich, Nathan Bennet, Courtney Tibbetts, Grace Wang, Cam Priestley, Ian Graetzer, Dakota Brockman and Michelle Levitch.
Our collaborators:
The Battery, Stripe and Whatever Co. (The Giving Trees)
Buttermax, Addition and Plan8 (The Dreamkeeper)
Squeak E. Clean, Laura Jayne Hodkin (The Earworm Eraser)
Featured in:
Little Black Book
The Drum
April 2023
1) It’s impossible for money to grow on trees.
We brought together The Battery, Stripe and Whatever Co. to build The Giving Trees, an installation surrounding a tree in The Battery Woodlands that turns it into a tappable donation bank, allowing it to “grow” money via donations that go towards The Battery Conservancy and the Sierra Club.
2) It’s impossible to hold onto your dreams forever.
We brought together dream scientists, developers and AI technologists to create The Dreamkeeper, an immersive website that features an AI chatbot-powered “dream assistant” that helps you remember details from your dreams and Stable Diffusion to turn them visualizations you can keep.
3) It’s impossible to get a catchy song out of your head.
We brought together audio engineers, musicologists and music psychologists to develop The Earworm Eraser, a scientifically-engineered audio track designed to disrupt the neural patterns that keep a catchy song stuck in your head--and get rid of them for good.
We tapped animation director and artist Laura Jayne Hodkin to create a visualization to accompany the track. Listen and follow along on one ill-fated earworm’s journey...
lululemon
Unsurprisingly, most women’s performance shoes are made from molds of men’s feet. The BlissFeel Running Shoe is different. It’s not a smaller-and-pink version of a man’s shoe. It’s a shoe based on scans of over a million women’s feet and designed for feeling. Made for women first, because a woman’s foot deserves women’s running shoes.
We launched lululemon’s first running shoes with an anthem film, “A Woman’s Foot”--a love letter to the woman’s foot. A woman’s odd, unique, powerful and so much more, foot.
Real runners are featured in addition to our ambassadors: Colleen Quigley, Kadeena Cox, Changning Zhang and Mirna Valerio, resulting in a collective portrait of women’s running around the world.
It’s lululemon for your feet.
Made at Droga5 with: Marybeth Ledesma, Bastien Grisolet, Maja Fernqvist, Maria Kouninski, Steve Ford, Mike Hasinoff and Mateo Suarez.
Director: Sophia Nahli Allison
DPs: Cambio (CDMX) and Stevo Sheng (Shanghai)
Editors: Andrew Morrow and Jerry Chia
Music/Sound Design: Ballad
Audio: Dan Flosdorf
Design/VFX: Purple Martin
Featured in:
AdAge
Little Black Book
Adweek
Shots
Directors’ Library
March 2022
These days, our precious free time goes to things that don’t fulfill us--mindless scrolling, hate liking, retweeting and wanting people to like what we’re posting.
It’s different on Pinterest. Here, you find and do things that you actually enjoy. And these interests can expand in ways you never saw coming. On Pinterest, the unexpected finds you. The more you explore, the more you discover. The more you discover, the deeper you go. And somewhere along the way, you just might find the things you’re actually into.
You just might surprise yourself.
Made at Droga5 with: Juliana Cobb, Tom McQueen, George McQueen, Maria Kouninski, Ben Brown, Jackie Moran, Annie Uzdavinis and Sachin Arora.
Director: Yann Demange
Director of Photography: Xiaolong Liu
Production Designer: Freyja Bardell
Costume Designer: Miyako Bellizzi
Editors: Biff Butler and Dan de Winter
Music: Walker
Mixer/Sound Designer: Joel Waters
Featured in:
AdAge
Adweek
Little Black Book
SHOOT
Campaign
May 2021
Chase Sapphire Reserve
The best experiences are elevated when we feel a deeper connection to the details.
Find the Detail that Moves You is a campaign that celebrates the craft that goes into every detail a Sapphire Reserve card offers, exploring the context, backstory and history behind every detail to unlock a deeper connection.
In our travel films, Michael B. Jordan introduces us to the cultural context behind a specific detail to help our audience find what they’re after—more unique experiences.
Made at Droga5 with: Haywood Watkins III, Carrie Levy, Maria Kouninski, Lida Tozzi, Pei Chi Teh, Mateo Suarez and Sparkman Clark.
Director: Bradford Young
DP: Shawn Peters
Editor: Conor O’Neil
Sound Designer/Mixer: Evan Mangiamele and Jeremy Siegel
January 2024
Michael delved further into the details of Hawaiian paniolo (cowboy) culture and history in conversation with paniolo Jimmy Miranda and his daughter Marti Snyder of CJM Country Stables.
LinkedIn isn’t a place for those who’ve already “made” it. It’s a place where possibilities are unlocked for everyone. It’s not about who you know right now, but who you could meet and what they know that help us all go further.
Because when all you inherited was persistence, LinkedIn can help you find your in.
Made at Droga5 with: Toby Treyer-Evans, Laurie Howell, Amy Werblin, Erika Kohnen, Maria Kouninski, Phil Le Brun, Ads Deschaud, Christian Zerbel, Jasmine Paylor and Conor Hagan.
Director: ALASKA
Editor: Paul Watts
Senior Cutting Assistant: James Donahue
VFX: Kevin
Sound Design/Mix: Wave Studios
Choreographer: Sherrie Silver
Music: “Guerilla” by Remi Wolf
Featured in:
Adweek
Shots
Muse by Clios
The Drum
May 2023
Harley-Davidson
Ask any motorcycle rider what it feels like to ride and you’ll get a range of answers that distill down to one truth: it’s a meditative release. Thrill therapy.
To make riding relevant to a new generation, we tapped into that cultural truth and reframed motorcycle riding as a form of full-throttle wellness.
In a world increasingly isolated, fragmented and disconnected, Harley provides unparalled clarity and rush—deliverence from the madness of modern life.
We launched with a film that upended stereotypes about motorcycle riding and instead illustrated what happens inside you when you’re on a bike.
Made at Droga5 with: Casey Rand, Kevin Brady, Tom McQueen, George McQueen, Maria Kouninski, Dan Litzow, Gemma Slack and Kelly Appleton.
Director: Elena Petitti di Roreto
Press:
Adweek
LBB Online
Fast Company
Muse by Clios
February 2020
I was born the only child of South Korean immigrants in Queens, New York and raised in the Chicago suburbs during both the height of the Bulls’ dynasty and South Korea’s historic underdog run in the 2002 World Cup.
Before that, my parents and I spent a year in Seoul, where my earliest memory is eating a KFC chicken drumstick on my grandfather’s couch. I was brand loyal before I knew how to speak English--which is probably related to my being in advertising now.
Since 2017, I’ve worked on global and US-based brands at Droga5, where I started as a junior copywriter. In a previous life, I was a writing center tutor, editorial intern, frozen yogurt seller and Kumon employee (iykyk).
Experience
Droga5, New York, NY (May 2017-Present)
Creative Director
Walrus, New York, NY (June 2016-Aug 2016)
Creative Intern
Careers In Nonprofits, Chicago, IL (Sept 2013-July 2015)
Operations/Communications Coordinator
Education
VCU Brandcenter, Richmond, VA
MS, Business - Branding/Copywriting
DePaul University, Chicago, IL
BA, English - Creative Writing Concentration