Seoul Switch is a short film and soon to be fetaure length executive produced by Margaret Cho, originally conceived as a traditional film screening we created an immersive cultural activation. Through an understanding of audience needs, cultural context, and production constraints, the project evolved into a larger New York cultural moment—bringing together fans, actors, film executives, and creatives in a shared, multi-sensory experience.

The activation reimagined the screening format as a Korean variety show–inspired event, blending performance, dance, stand-up comedy, film, and brand partnership into a cohesive live experience.