Yerum Chun

Yerum Chun is a content director based in New York working at the intersection of narrative, aesthetics, and culture. She builds campaigns and content systems that translate across platforms and feel grounded in the world people actually live in. She’s led creative across Alexander Wang, NeueHouse, and now at emcee, developing a creator-first content model built for how audiences watch, shop, and engage.

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Work
  1. Bodywear for Alexander Wang
  2. Chapel Bar
  3. Cupid’s Door for Alexander Wang
  4. Andy Warhol: Photo Factory for NeueHouse
  5. New America for Alexander Wang

On July 13th, 2022, Alexander Wang launched Bodywear—a collection of everyday essentials combining underwear and loungewear by alexanderwang. Shot by Todd Oldham, the campaign featured an unusual cast of celebrities, influencers, and models performing recreational, everyday activities with an unexpected, Extra-Ordinary twist—all in Bodywear. 

Bodywear marked the brand’s expansion into foundational essentials—intimate, irreverent, and unapologetically bold. I developed the social content strategy from concept to rollout, shaping a digital narrative that embraced exaggerated domesticity and playful disruption—the phased launch spanned guerrilla stunts, campaign content, and social-first storytelling tailored for global audiences.

Backed by guerrilla activations and a high-volume social rollout, Bodywear became one of the brand’s most talked-about launches of the year. The campaign drove strong mid-summer engagement, UGC momentum, and extended reach across both Western and APAC markets. 

  • 10M+ Global Instagram Impressions
  • 4.5M+ Global Video Views
  • 220K Global Total Engagement

Role: Social Strategy Lead | Concept Development · Script · Rollout · Copywriting
Phase 1: Tease
Runway · Pop-Up · StuntWe introduced Bodywear through movement rather than messaging—a runway moment, a pop-up, and a guerrilla stunt with Julia Fox. Early touchpoints were designed to spark recognition without full context, letting the product speak through form and fit before narrative was applied. Curiosity built through proximity, not explanation.



Phase  2: Hype
Stills · Animation · Collection Preview
Phase 2 introduced Bodywear with product clarity and pace. Food still-life assets grounded the line in everyday language, while a fast-cut Google Search video—typing “what is Bodywear?”—pulled viewers into Street View and through New York OOH takeovers. A collection preview with Alex gave the rollout a face, anchoring product to person.

Phase 3: Launch
OOH + ExperientialLaunch extended beyond screens into scale—IRL touchpoints that placed the product in public view. OOH and on-ground activations made Bodywear unmissable, translating design language into environments and encounters. The campaign moved from awareness to presence.

Phase 3: Launch
Social First Content + StuntThe launch was intentionally built for virality: Julia Fox paraded through NYC in Bodywear in broad daylight, no context—then pulled strangers into a yellow cab for a Cash Cab parody. A guerrilla stunt engineered to spark curiosity, confusion, and inevitable circulation online.



Phase 3: Launch
In-Store Activation
We brought the “provisions” idea into physical space. The NYC flagship became a place to browse Bodywear like grocery basics—essentials you stock, not just shop. With La Colombe, we offered Alex’s favorite banana-milk draft latte, giving people a reason to drop in, taste, try, and take Bodywear home.

Phase 3: Launch
Campaign Stills + VideosCampaign stills and video leaned into the line “whenever, wherever”—everyday routines made unexpected. Stock-like scenes of breakfast, grocery runs, workouts, yard work, even cereal in the kitchen, all re-cast with talent wearing Bodywear. Familiar settings, surreal execution. Domesticity as spectacle.
Phase 4: Amplify
Content Collaborations · VIP + UGC To keep the momentum alive, we extended content outside the brand’s voice. Creators produced TikTok-native videos in Bodywear, VIPs shared their PR packages, and the audience was invited to do the same. Owned content became collective content.

©2037 Yerum Chun