Jung Kook Live at TSX

Creative Direction + DESIGN

Driving the creative for a surprise concert in Times Square.

On November 9, 2023, massive crowds filled Times Square for Jung Kook’s surprise pop-up performance. The BTS star and his team at Hybe partnered with TSX Entertainment for its unique stage and iconic location to promote his debut solo album, Golden. Months of planning and extensive collaboration by the TSX team, the Hybe team, New York city officials and NYPD went into bringing the show to life.

Strict stipulations prevented us from revealing the performance and artist until only 30 minutes prior to showtime, pushing the team to get creative with promoting the event. Digital invitations and social posts teased a surprise. Jung Kook’s music video played on the TSX Billboard days before the show. Some stealthy fans were able to connect the dots with a previous concert and guess the location.

To maximize the very short window of time to publicize the show and generate excitement after the artist reveal, we leaned in to the globally recognized tradition of the countdown in Times Square. Fans shouted along with a timer on the screen, but instead of a ball drop Jung Kook emerged onto the TSX Stage for his surprise show.

Results

$54M

Earned media

4.8B

Total online audience