Apple TV celebrates Son Heung-Min’s iconic goal pose with Genmoji-powered OOH in Seoul and LA

South Korea – Apple TV has unveiled a Genmoji-powered digital out-of-home (DOOH) campaign to mark Korean soccer icon Son Heung-Min’s first home game with Los Angeles Football Club (LAFC).

Developed with TBWA\Media Arts Lab, Seoul, the campaign features Son’s signature goal celebration reimagined as a custom Genmoji in LAFC’s black and gold kit. The activation draws parallels with the high-profile displays that welcomed Lionel Messi to Inter Miami CF but this time extends across two continents.

The billboards will appear simultaneously in Seoul’s city centre and in Los Angeles’ Koreatown, reflecting Son’s deep ties to both communities.

The initiative also highlights Apple TV’s role as the exclusive home of MLS Season Pass, which streams every regular season and playoff match globally without blackouts. Son’s first LAFC home game will be available only on Apple TV this Sunday, August 31, at 7:45 p.m. PT.

Alongside the physical displays, images of the billboards will be shared through Apple TV’s official social media channels, including X, Instagram, and Facebook.