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Riconoflow: Illumination, Intimacy, and the Lighted Path Forward

“Trap com house” artist Ricardo Vieira is merging house rhythms with emotional vulnerability in his latest single, “lights on.” Riconoflow is following the light. He is challenging what romantic intimacy looks like in his new single, “lights on,” which fans (and newcomers) can listen to here. The bilingual track, released on August 7, 2026, is […]

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TIRTIR and JvM HANGANG Make K-Beauty Concert-Proof at BTS THE CITY ARIRANG – NEW YORK

 

Global Korean makeup brand TIRTIR, together with Jung von Matt HANGANG, brought the TIRTIR CONCERT-PROOF BAR to BTS THE CITY ARIRANG – NEW YORK.

The experience was part of ARMY ‘MADANG’ at the Korean Cultural Center New York, a dedicated fan space bringing together BTS-inspired experiences, cultural programming and brand activations. TIRTIR participated as the official K-beauty brand.

The activation was built around a simple observation: for fans, a concert is not a two-hour event. It is an all-day ritual shaped by queues, summer heat, movement, cameras and countless moments shared in real time. Instead of treating that attention as borrowed reach, TIRTIR set out to become useful in the moment, helping fans prepare, discover products and maintain their look throughout the concert-day experience.

  From fan attention to fan utility

At the CONCERT-PROOF BAR, visitors could explore and try TIRTIR products selected for long, high-energy days, including the limited-edition BTS THE CITY New York Perfect Setting Duo, sun care and lip products. Guests also received exclusive first access to an upcoming TIRTIR cushion foundation and venue-only benefits.

The limited-edition duo combined TIRTIR’s Reflect Glow Prep Primer and Mask Fit Makeup Fixer with the BTS THE CITY Arirang Pouch. Inspired by the traditional Korean bokjumeoni, or lucky pouch, the design connected a contemporary global fan experience with a recognisable element of Korean culture.

Sunyoung Erika Lee, Chief Marketing Officer, TIRTIR states, “Global growth is not simply about putting K-beauty on more shelves. It is about becoming relevant in the moments people care about. We turned a genuine concert-day need into an experience fans could try, share and take with them, connecting product performance, Korean cultural detail and commerce in one place.”

  From experience to commerce The physical experience was designed as part of a connected purchase journey. Fans could buy the limited-edition set through Weverse, collect pre-purchased products at the event and access QR-based purchasing on site. The model brought product trial, exclusive access, pickup and purchase into one continuous experience, reducing the distance between cultural attention and commercial action.

The activation followed TIRTIR’s participation in BTS THE CITY – BUSAN and extended the brand’s growing US presence with a locally relevant experience in New York. Rather than repeating a conventional pop-up formula, the idea was shaped around the behaviour and conditions of this specific audience and occasion.

“Cultural relevance begins with behaviour, not iconography. We looked at what fans actually go through on concert day and built the brand around that truth. The result connects culture, product and commerce without forcing any of them.” added Bill Yom, Founder and Chief Creative Officer, Jung von Matt HANGANG

  From Seoul insight to global brand growth

The project reflects JvM HANGANG’s role as a cultural bridge between Korea and global markets. The agency’s approach is not based on using K-culture as decoration, but on understanding the behaviours around it well enough to create a credible role for brands. For TIRTIR, that means moving beyond visibility alone and turning product relevance into experience, participation and sales.

 

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Young & Laramore Names Chris Holland Its First Director of Growth

Young & Laramore (Y&L) today announced that Chris Holland has joined the independent creative agency as its first Director of Growth. Reporting directly to President & CEO Tom Denari, Holland will lead the agency’s business development strategy and help translate Y&L’s creative and strategic reputation into sustained growth.

In the newly created role, Holland will oversee Y&L’s full growth ecosystem, including lead generation and prospecting, agency marketing and public relations, relationship development and pitch management. He will focus on identifying and building relationships with ambitious brands looking for a refresh or a new perspective. 

“We’ve built a national reputation from Indianapolis by consistently delivering engaging, smart creative, built through a deep understanding of consumer behavior. The opportunity now is to bring that story to more brands, and that requires someone focused entirely on growth,” said Tom Denari, President & CEO of Young & Laramore. “Chris brings national brand experience, a natural ability to build relationships and he understands what makes Y&L distinctive.”

Holland began his advertising career at The Odyssey, an Indiana University-based media startup, where he eventually became head of client services in the company’s New York office. There, he led campaigns for brands including Red Bull Media House, Paramount, Starbucks, Verizon, PepsiCo, Bumble and KIND while helping the company grow to more than 174 employees and a network of over 10,000 contributors. Most recently, Holland worked at GSD&M in Austin, where he helped lead experiential and digital marketing for the United States Air Force and Space Force.

“For decades, Y&L has quietly built a reputation as one of the country’s most respected independent agencies; building brands, launching categories, and delivering work that rivals firms many times its size,” said Holland. “My role is to help more marketers discover what clients have always known: Y&L brings the strategic depth, creative work, and partnership of a world-class agency without the layers and limitations that often come with larger holding-company networks.”

Holland joins Y&L as the agency builds on a reputation for helping brands find distinctive positions and turn them into long-term growth. Its work includes transforming Delta Faucet’s premium line into Brizo, a luxury lifestyle brand as well as recent campaigns featuring Caitlin Clark for Gainbridge, world No. 1 pickleball player Anna Leigh Waters for Paddletek, and culturally driven collaborations for Dum Dums.

ABOUT YOUNG & LARAMORE

Young & Laramore (Y&L) is an award-winning independent creative agency based in Indianapolis, known for its work across brand strategy, design, advertising, marketing and media. Located in a restored 19th-century schoolhouse, Y&L reflects its building—identifying first and foremost as students of the consumer. Proudly independent, Y&L answers to no one but its clients and its own compass. The agency believes the ideal creative partnership is just that: a true partnership. Y&L works with brands including Brizo, Cummins, DEWALT, Dum Dums, Bit-O-Honey, Rust-Oleum and Goodwill.

Y&L is also the creator of UNREASONABLE: A Modern Look at Consumer Motivations, its annual consumer behavior conference which explores the emotional, psychological and social forces that shape consumer decision-making. This year’s event will take place September 30th in Indianapolis. 

For tickets, click here.

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In-House Creative Explored at 2026 BRAND-SIDE Conference

The unique opportunities and challenges faced by in-house teams is the focus of The One Club for Creativity’s upcoming BRAND-SIDE 2026 conference, taking place September 30-October 1 at the Hyatt Centric in downtown Nashville.

The two-day conference features sessions for both experienced in-house leaders and those new to working at a brand.  The event focuses on the inner dynamics of best-in-class in-house creative departments, and provides an inside look at the tactics and cultures of the teams that build, maintain, and grow a brand’s presence in the market.

Among the confirmed speakers to date at this year’s BRAND-SIDE are:

  • Joanna Berliner, Head of Creative, Wayfair Studio, Wayfair

  • Taylor Erin, ECD, Instacart

  • Alyssa Georg, ECD, Head of Creative Integration, Expedia Group

  • Sophie Gold, Founder, Eleanor

  • Rikki Heinecke, Director of Production, Sturdy.

  • Ravid Kuperberg, Partner, Trainer, Mindscapes

  • John Long, ECD, Digitas

  • Jean Morrow, Group Creative Director, Coinbase

  • Nico Poalillo, Director of Development, Sturdy.

  • Jay Russell, CCO, EVP, GSD&M

  • Otis Stroud, II, Brand Creative, US Card, Capital One

  • Matt Watson, CCO, Sips & Bites & Pepsi EU

Sessions will cover topics such as how to establish a strong in-house creative culture, the best ways to steward a brand internally and also work seamlessly with external agency partners, and more. The overarching focus of the conference is on inspiration, connections, and practical applications to improve in-house creative teams and their output.

Registration for BRAND-SIDE 2026 is now open.  The One Club members receive a $200 discount.

More information and registration is available on the BRAND-SIDE 2026 website.

ABOUT THE ONE CLUB FOR CREATIVITY

The One Club for Creativity – home of The One Show, ADC Annual Awards, Art Directors Club of Europe (ADCE) awards, ONE Asia Creative Awards, Type Directors Club TDC competition and scholarships, ADC Young Guns, Young Ones Student Awards, Next Creative Leaders, ONE Creator Lab, WAATBP Essentials career fair, Portfolio Night, Creative Week, and more – is the world’s foremost non-profit organization whose mission is to support and celebrate the success of the global creative community. Revenue generated from entries to its global awards shows goes back into the industry to fund programs that support industry access, creative education, professional development, and enhancement of creative careers around the world.