Set A — Apartment 108

Apartment 108

Little by Little
Fable Home

This holiday campaign was created as a joyful counterpoint to the season’s excess. As Creative Director and Art Director, I developed a concept and visual language that celebrates how holidays come together through small, meaningful moments. The work highlights warmth, everyday rituals, and shared joy—positioning Fable as a brand rooted in thoughtfulness, optimism, and connection.

Creative Director: Sung Lee
Art Director: Sung Lee
Stylist: Andy Chapin
Videographer: Justin Pelletier
Photographer: Ryan Voigt
Graphic Design: Kristine Nilan

Sun’s out. Come gather.
Fable Home

This summer campaign captures the ease and generosity of the season—when time slows and gatherings linger. As Creative Director and Art Director, I developed the concept and visual language to reflect summer as it’s truly lived: unhurried, sun-soaked, and shared. The campaign celebrates long tables, real connection, and positions Fable as part of these everyday rituals.

Creative Director: Sung Lee
Art Director: Sung Lee
Stylist: Andy Chapin
Videographer: Briggs Ogloff
Photographer: Jeremy Jude Lee

Fable.com
Fable Home

For Fable’s new brand vision, I led the redesign of the website UI/UX to create a more lifestyle-driven, warm, and welcoming digital experience. The site was reimagined as more than a shopping destination—blending storytelling and commerce while reflecting Fable’s belief in living well, together.

UI/UX Design: Sung Lee

fable.com

Ion Toughen
Fable Home

For the launch of Fable’s toughened glassware, I led the campaign as Creative Director and Art Director, shaping both concept and visual execution. Using humor and visual wit, the campaign communicates the product’s ion-toughening durability and scratch resistance in an engaging, approachable way.

Creative Director: Sung Lee
Art Director: Sung Lee
Videographer: Christopher Keene
Photographer: Christopher Keene

Start Fresh With Fable
Fable Home

For Fable’s New Year campaign, I led the creative as Creative Director and Art Director in partnership with Marcon. The work reframes renewal through everyday choices—upgrading essentials, embracing sustainability, and living more thoughtfully.

Creative Director: Sung Lee
Art Director: Sung Lee
Stylist: Andy Chapin
Videographer: Christopher Keene
Photographer: Christopher Keene

Rugs Collection
Fable Home

For the launch of Fable’s Rugs collection, I led the campaign as Creative Director and Art Director, creating a visual story that highlights the warmth and softness of natural wool. The work balances tactile comfort with key benefits—durability, machine washability, and organic craftsmanship.

Creative Director: Sung Lee
Art Director: Sung Lee
Videographer: Christopher Keene
Photographer: Christopher Keene

Valentines Day
Fable Home

For Fable’s Valentine’s Day campaign, I led the creative as Creative Director and Art Director, moving away from predictable romantic tropes. The bold, emotionally rich visuals offer a more modern expression of love while positioning Fable as a brand that celebrates connection with depth and character.

Creative Director: Sung Lee
Art Director: Sung Lee
Photographer: Sung Lee

Fable Paid Ads
Fable Home

I led the creation of paid media assets for Fable, supporting the brand’s e-commerce growth strategy. The work balances performance and storytelling—delivering high-converting creative while strengthening brand presence across digital platforms.

Creative Director: Sung Lee
Art Director: Sung Lee
Copywriter: Natalie Git

New Horizon
Herschel Supply Company

This campaign positions Herschel as a stronger force in the travel category. Blending abstract fashion photography with a documentary-style narrative, it follows a youthful tour guide exploring Las Vegas—from the city’s glitz to the quiet desert.

Creative Director: Sung Lee
Art Director: Sung Lee
Videographer: Briggs Ogloff
Photographer: Stephen Wilde
Stylist: Mila Franovic

Look Forward
Herschel Supply Company

Look Forward is a campaign inspired by new beginnings—at school and in life. As Art Director, I helped shape the visual language of a short film featuring 13 creative youths pursuing their passions.

Through an optimistic lens, the film celebrates creativity and positions Herschel as a brand that supports young people moving forward with purpose and imagination.

Creative Director: Ian Pierpoint
Art Director: Sung Lee
Videographer: Briggs Ogloff
Photographer: Stephen Wilde
Stylist: Mila Franovic

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