CASS BEER
SQUEEZE MORE JOY
In 2025, Cass launched Squeeze More Joy, introducing Cass Lemon Squeeze—a refreshing lemon beer—and the world's unluckiest citrus,
Lemon Man.
Played by Netflix star Moon Sang-Hoon, Lemon Man survived one ridiculous squeeze after another across digital, social, and OOH, helping the platform rack up 15 million+ social views while proving that getting squeezed isn't always a bad thing.
In 2026, Lemon Man returns with a new mission. Staying true to the Squeeze More Joy platform and its signature humour, the campaign evolves from pure entertainment into edutainment—using his hilariously unfortunate life to introduce the Cass Lemon Squeeze range.
In the end, being the world's most squeezed lemon is a tough job. But somebody's got to zest through it.
2025 – Squeeze More Joy (Platform Launch)
I wasn't involved yet. Created before I joined the team.
2026 – Squeeze More Joy
This is the campaign I worked on.
R.I.P
REST IN PITCH is the final resting place for ideas that never made it past the deck.
Under this project, we explored multiple art directions and creative approaches to bring the campaign to life in unexpected ways, creating a more engaging and entertaining experience for the audience.
Unfortunately, these ideas didn’t survive the journey. May they rest here, beautifully unfinished.
For 2026, we wanted to turn the squeeze up to 11—- crazier squeezes, more exaggerated reactions, and of course, mooooooooore joy. That's when we looked to Tom & Jerry for inspiration, because nobody gets hilariously squashed, stretched, and squeezed into impossible shapes better than Tom.
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Six: So we wanted to create a series of bite-sized, absurdly funny animated episodes that blend entertainment with product education—covering everything from lemon beer rituals to fun facts about the drink.
Of course, celebrities aren't exactly cheap... and neither was the budget. 😅 So animation let us go bigger without spending bigger.
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Six: Client said no animation. Apparently, In Korea, the legal drinking age is 21, so beer ads have to be extra careful not to look like they're targeting younger audiences. Fair enough.
So... goodbye animations. 😢
Then I thought... what if we made it look like a low-budget '90s Ultraman episode? It is my favourite in my childhood
.... then I tested with AI 🦸 ☄️
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Six: Sad!!!!!!!!! i really want to make this version!
We even figured out how to send the old Lemon Man (played by the celebrity) into space...
so we could introduce a new Lemon Man for an even bigger comeback in 2026. 🚀🍋
This is how the new Lemon Man show up.
