The client’s brief was ambitious and poignant: incite conversation around their brand values of “ambition & freedom.” Since tattooing is still illegal in South Korea, a conservative society still holding onto outdated social stigmas, tattooists are forced underground. Although this art work can be seen on globally famous K-pop stars, everyday life with tattoos means facing constant scrutiny, being banned from services or even lost opportunities for jobs.

Many Korean tattooists were beginning to voice their frustrations about being viewed as criminals when they were artists. And we listened and took notice - with the objective to amplify the voices from of bold personalities in pursuit of creative freedom to a wider audience.