Apple TV and TBWA\MAL Seoul welcome Son Heung-Min to LAFC with Genmoji-powered billboards

Apple TV and TBWA\Media Arts Lab, Seoul have launched a Genmoji-powered DOOH campaign to celebrate Korea’s greatest soccer icon, Son Heung-Min, as he begins his new chapter with Los Angeles Football Club (LAFC).

The creative reimagines Son’s iconic goal celebration as a Genmoji, appearing simultaneously in two cultural hubs: Seoul’s city center and Los Angeles’ Koreatown — connecting Son’s two homes across the Pacific.

The campaign also reinforces Apple TV as the exclusive home of MLS Season Pass, streaming every regular season and playoff match worldwide with no blackouts. Fans can watch Son’s first LAFC home game this Sunday, August 31 at 7:45pm PT, only on Apple TV.

Alongside the billboards, campaign visuals will roll out across Apple TV’s social channels, including X, Instagram, and Facebook — uniting two cities, two cultures, and millions of fans.

Credits
Agency: TBWA\Media Arts Lab, Seoul