Joesephine Haeri Kim
Art Director // Photographer

Genexa                          Animal Crossing

Winter 2020

Genexa is the world’s first “clean” medicine company. They’re a start-up disrupting brands like Advil and TUMS by making their medicine with the active ingredients you need, and none of the artificial ones (like high fructose corn syrup, dyes, parabens) you don’t.

As an extention of Genexa’s larger “Ditch The Dirty” campaign, I single-handedly created a 5-star Animal Crossing island over the course of a week. You can say I’m now a terraforming expert.

My partner and I then launched an entire microinfluencer campaign paradoying both the medicine found in-game and Tom Nook’s crookedness.

Results: Hundreds of players toured ‘Genexa Island.’ We reached over 650k users and garnered over 450k impressions on a budget of only $500 (the switch console and the game).

Tom Nook “smear campaign” that our digital relations partner helped share out to specific Animal Crossing micro-influencers we chose.


A closer look at in-game shirt designs based off our real-life merch line. (People visiting the island could add these to their game closets.)

We partnered with popular gaming influencers who livestreamed and toured the island before launch to raise awareness.

And we even recieved some wholesome feedback from the Animal Crossing community.

A closer look at the 5-star island:

Art Director + Island Designer: Yours truly
Copywriter: Sam Hoffman
CCO: Ty Montague
CD: Steph Price
Genexa CMO: Kelli Lane
Client Engagement: Allie Guggenheimer
Producer: Dani Rebellón
Influencer Relations: Stone Van Camp