Agency: Momentum Worldwide Production Co: 90 Degrees West Director: Josh Harris
BULDAK, a Korean hot sauce brand, was looking to execute its first big brand act in the United States. This ultimately became an activation at Coachella 2025 dubbed “Ride the Buldak High.” Festival-goers took shots of hot sauce and being launched into space with their butts on fire. I produced promotional social media content with brand partner GloRilla, and interactive video content at the activation.