1) Location Selection: A "Cold City" Where Glass, Concrete, and Metal Meet
- Outdoors: The business district's pedestrian deck, elevated walkway, and glass bridge, where glass curtain walls and exposed concrete coexist, were used as key routes. The structure allowed for cool air to pass through, effectively highlighting the texture of hair and down, and the reflected light effectively highlighted the quilting of clothing. Because filming permits were difficult to obtain, speed shots were conducted early on weekends, with limited movement.
- Indoors: A lounge-style space with warm, indirect lighting was used as a contrast shot to evoke the warmth concept. Since the flooring material affected sound absorption, running boards and rugs were moved to reduce footstep reverberation.
2) Weather Control: Wind is about direction, not strength.
- Relying on natural wind can cause hair and hoods to sway erratically, creating a blurred silhouette. On-site, two small fans and one medium-sized fan were placed in a triangle to maintain a constant, even airflow. Specifically, the 3/4 side wind was fixed to accentuate the curve of the hood line, and the airflow was adjusted frame-by-frame to avoid exaggerating the quilting volume.
- To address perceived temperature issues, hot packs were placed in the pockets and inside the waistline before the warm-up cut, and the movement was adjusted to ensure natural hand gestures.
3) Lighting Setting: 'Soft + Lip' for Down Texture
- A large softbox was used as daylight to soften the subtle reflections on the skin and fabric, while a gridded strip light was used to create a thin "lip" along the quilting ridges for highlighting. This ensured the slim silhouette remained sharp and unobtrusive.
- A backlight kicker was used to create outlines of light along the hairline and hood edge, and a tungsten tone was used to lower the color temperature for indoor scenes to emphasize a sense of warmth.
4) Camera Work: Angles that Create a Thin and Long Appearance
- A standard lens in the 35–50mm range minimized distortion and accurately captured the slim fit. The walking path was captured at a 3/4 angle to emphasize the straightness of the side profile, and the light flare was moved at a shallow angle to allow for a slight glare.
- Detail shots were taken at close range, capturing the zipper head, collar angle, and the resilience of the sleeve padding. A polarizing filter was also used to prevent excessive metallic reflection.
5) Styling Insight: 'Minimizing Volume Contrast' is Key
- The innerwear was a combination of a thin high-neck knit and slim pants, ensuring the straight silhouette of the outerwear was maintained. For pocket shots, the pocket lining was adjusted once on the inside to prevent wrinkles before taking the shot.
- Accessories were limited to small metallic accents, allowing light to shine from a single point and reducing overall noise.
6) Performance Direction: 'Half Smile' and 'Small Gestures'
- The instructions to keep facial expressions understated, with the corners of the mouth raised only 30–40%, were repeated. To capture the emotional arc of the first excitement of winter, the camera pan was synchronized with the gaze rise, and the moment the zipper was pulled up, the chin was slightly hidden, conveying a sense of warmth through body language.
- Hand gestures were controlled to avoid deep pockets, with only two or three fingers gently hanging from the pockets to avoid breaking the silhouette.
7) Sound Design: Focusing on the "Sound of Clothes"
- The rustling of down, the sliding of the zipper, and the reverberation of footsteps were recorded in separate takes. The zipper sound, in particular, was tempo-equalized to create a rhythm, and the 200–500 Hz frequency was cleaned up in the post-mix to avoid muddying. The music was a minimal synth and piano loop, leaving a sense of space in the winter air.
8) Editing Rhythm: Slow Breathing, Clear Details
- The first three seconds gently draw the character from the cityscape, suggesting a seasonal transition. The middle section utilizes 60fps slow motion to demonstrate the resilience and sheen of the fabric, and the ending returns to 24fps to create an emotional afterimage.
- Matching cuts were used to connect the hand, zipper, collar, and hood, creating a narrative-like "journey of product experience."
9) On-site Episode: The Hidden Reason for Repeated Takes
- Reshooting Wind Cuts: Even the slightest wind pressure caused the quilting to appear overly puffy. We fine-tuned the wind direction in 15-degree increments and repeated the shot several times to find the cleanest angle.
- Flare Control: In the logo exposure cut, excessive light flare obscured the text, so we adjusted the angle of the reflector and replaced the coated filter.
- Smile Timing: The direction called for a half-smile when the camera rotated 45 degrees, so we designed the editing rhythm in advance to ensure that the change in facial expression became the cut point.
10) Message Development: "Thin yet warm, sophisticated in the city."
- The message that the product is slim but doesn't compromise warmth is conveyed through tactile evidence (quilting highlights, resilience, the friction of the zipper) rather than visual volume. The temperature contrast between the city and indoors symbolizes the balance between functionality and style.
11) Social Expansion: Increased Focus on "Face + Hands" in Vertical
- The 6-second version features a hood-up, walking, and logo, focusing on a single action and message. The 15-second version features three detailed shots followed by a full-body shot, while the 30-second version focuses on the emotional arc. The vertical version emphasizes close-ups of the face and hand gestures to increase attention.
12) Marketer's Point of View: First 3 Seconds, 1:1 Information/Emotion, Landing Consistency
- The scroll-stopping element is the simultaneous appearance of a backlit hairline and the sound of a zipper. Information (material, fit, details) and emotion (urban mood, performance) are balanced in a 1:1 ratio, and the landing page maintains the same sequence (mood → details → fit) for a smooth transition.