Who is Choe? Why is Choe? When is Choe? What is Choe?
These existential questions are what David Choe is all about. He poses these questions to himself and his guests, spending time in deep conversations and creating with them. Hoping to scratch the surface of the superficial and get to something deeper. Something meaningful.
So what exactly is The Choe Show? Is it a talk show? Sure. Do they make art? They sure do. Is it like a therapy session? Sometimes. Is David Choe a motivational speaker? Maybe. The Choe Show isn’t just one thing. And we used that to drive curiosity and invite audiences in before the show even went live.
Defining Choe Show
What the show was, was whatever it meant to you personally. In an industry where tropes tell people what to think, we answered the question #whatisthechoeshow with that very same question. In fact, we turned it into a call to action for people to define it for themselves. Giving zero concrete clues we churned through every entertainment industry cliche to guide the campaign. Starting with “The Teaser/Count Down” to the premiere.
From there, we explored across genres. From animated series to HGTV and Cribs style shows, to the trend of ASMR, and even a guided meditation session.
The Choe Show continued to transform rather than conform.
It’s Choe Time
Once the show aired, we supported the content by transforming quotes from the episodes into affirmational posters on social. Defining the show as a sort of self-help tool.
Then re-sharing people’s definitions of the show in our stories.
And of course, sharing how the critics defined the show.
In the end, David Choe is an artist, and his show was another piece, or several pieces, of his art. So like any artwork, it really was up to the audience to decide its true meaning. After a campaign defining it as so many different things, the campaign itself was defined as worthy of award nomination by the Film Independent Spirit Awards.
For many others, the campaign was an extension of the show. For some, it was a takedown of tropes or parody. To others, it was an immersive art experience that broke new ground in augmenting reality, allowing them to interact with the show on new levels. To some, neither the campaign nor the show made any sense.
How would you define The Choe Show?
All work © Brett Brown