Next Creative Leaders
Next Creative Leaders is a portfolio competition that identifies, celebrates, and gives a global platform to talented women and non-binary creatives who are making their mark on the world with both their work and a unique point of view on creative leadership.
2022 Next Creative Leaders Work - NCL Work
KATIE, Thai Virtual Influencer that stands for Modern Thainess
Agency Warangrat Rattanabumrung
Client NCL 2022 | Warangrat Rattanabumrung
Category
NCL 2022
Annual ID
NCL22_Rattanabumrung_30
Project Type
Client-commissioned
Agency
Sour Bangkok
Client Name
Plan B Media Group
My Role in This Project
I have always been interested in creating a character (IP)
and this challenging project gives me an opportunity to create one that brands are keen to use.
This project is from PlanB, one of the biggest out-of-home media companies in Thailand. They wanted to partner with a creative agency to create an experience moving away from out-of-home media to the social media platform.
Moverover, the trend of influencers have created a new form of media for brands. But since the pandemic has caused limitations to production, a new innovation is born - virtual influencers.
Together with Sour Bangkok, a virtual influencer was born and I was involved from day one.
Since a virtual influencer doesn’t exist in physical form, we gave her a life and she became alive.
I came up with the character concept including her looks, back story and even a signature.
I turned my copywriting into her language and built her to become likable for both people and brands.
And because Katie was born in Thailand, best thing she can inspire while people can’t travel around the world is Modern Thainess. We’re showing her personality on Instagram in every single post as she grows up along the way and now she empowers Thai women to be proud of modern Thainess and feel free to dress however they like.
From now on, Katie is still alive and inspires her followers on her Instagram account @Kati.Katie and her Facebook page Katii Katie Official.
Project Description
Katie is a Thai virtual influencer. This character was created to excite the market of influencers and expand it beyond the realm of regular celebrities. This is because she’s a forever 22-year young influencer, unable to get sick or old and is capable of appearing in multiple locations at the same time. She can give an innovative image to brands without gossip from her personal life, no drama, and most importantly no complaint if she’s asked for 100 poses by the clients.
Katie was born to inspire people to go beyond the capabilities of humans while expressing modern Thainess with authentic lifestyle. She has a unique look with a heart-shaped mole on her cheek combined with a quirky sense of humor from her virtual personality, she’s able to colorfully entertain her followers. Although she has been born in less than a year, she has more than 83,000 followers. She has been on the covers of leading fashion magazines such as Harper’s BAZAAR, L’OFFICIAL, Kazz, and many more. She has been praised by Vogue Thailand to be the future of the fashion industry.
At the same time, she has been picked by various brands to represent their products such as a global brand like Calvin Klein and local brands such as The Tourism Authority of Thailand in a campaign to invite tourists to visit Thailand.
Client-commissioned
Agency
Sour Bangkok
Client Name
Plan B Media Group
My Role in This Project
I have always been interested in creating a character (IP)
and this challenging project gives me an opportunity to create one that brands are keen to use.
This project is from PlanB, one of the biggest out-of-home media companies in Thailand. They wanted to partner with a creative agency to create an experience moving away from out-of-home media to the social media platform.
Moverover, the trend of influencers have created a new form of media for brands. But since the pandemic has caused limitations to production, a new innovation is born - virtual influencers.
Together with Sour Bangkok, a virtual influencer was born and I was involved from day one.
Since a virtual influencer doesn’t exist in physical form, we gave her a life and she became alive.
I came up with the character concept including her looks, back story and even a signature.
I turned my copywriting into her language and built her to become likable for both people and brands.
And because Katie was born in Thailand, best thing she can inspire while people can’t travel around the world is Modern Thainess. We’re showing her personality on Instagram in every single post as she grows up along the way and now she empowers Thai women to be proud of modern Thainess and feel free to dress however they like.
From now on, Katie is still alive and inspires her followers on her Instagram account @Kati.Katie and her Facebook page Katii Katie Official.
Project Description
Katie is a Thai virtual influencer. This character was created to excite the market of influencers and expand it beyond the realm of regular celebrities. This is because she’s a forever 22-year young influencer, unable to get sick or old and is capable of appearing in multiple locations at the same time. She can give an innovative image to brands without gossip from her personal life, no drama, and most importantly no complaint if she’s asked for 100 poses by the clients.
Katie was born to inspire people to go beyond the capabilities of humans while expressing modern Thainess with authentic lifestyle. She has a unique look with a heart-shaped mole on her cheek combined with a quirky sense of humor from her virtual personality, she’s able to colorfully entertain her followers. Although she has been born in less than a year, she has more than 83,000 followers. She has been on the covers of leading fashion magazines such as Harper’s BAZAAR, L’OFFICIAL, Kazz, and many more. She has been praised by Vogue Thailand to be the future of the fashion industry.
At the same time, she has been picked by various brands to represent their products such as a global brand like Calvin Klein and local brands such as The Tourism Authority of Thailand in a campaign to invite tourists to visit Thailand.
2022 Awards
NCL Work
Related Awards
