1) Concept Planning: Emotional Definition of "SUNSHINE"
- The core idea was to translate the spectrum of sunlight into scent and emotion. We sought to express the duality of FELIX—charisma and warmth—by expressing the intense light on the outside and the warm afterglow on the inside.
- The creative team established the storyline, "Light first strikes the senses, and scent solidifies it into a memory." Therefore, throughout the video, the emphasis was on mise-en-scène, leaving sensory clues rather than direct explanations.
2) Context of Model Casting: FELIX's "Light Texture"
- FELIX possesses a strong presence on stage and a gentle smile offstage. This contrast aligns well with the concept of "SUNSHINE."
- Clear vocal tones and deep, low tones were also considered important elements in the video's sound design. Behind-the-scenes footage revealed the staff's remark that "expressions change the light," allowing for a smooth and convincing performance that seamlessly transitioned between the two.
3) Pre-production: Predetermining Color, Texture, and Sound
- The color palette was centered around the low-saturation gold of the early morning, the saturated amber of the afternoon, and the dusty orange of sunset. This was designed to juxtapose the fragrance's top, middle, and base notes.
- The costumes alternated between sleek satin and matte cotton to control light reflection. The fabric's response to light sources, along with FELIX's movements, became a visual device for visualizing the "evolution of the scent."
- The sound design combined on-set ambience (wind, the rustle of fabric) and minimal synth pads with low-frequency pulses to create a sonic experience of sunlight on skin.
4) Mise-en-scène: Treating Light as "Smoke"
- Key scenes were meticulously designed to blend natural and artificial light. "Light ripples" were projected onto the walls and floor in a gobo pattern, following the actual angle of the sun. FELIX was directed to change the mood with just her facial expressions as she moved through them.
- The camera movement was largely divided into two contrasting elements: a static framing, a slow zoom-in that focuses on the inner self, and a Steadicam that gently pans, as if gliding through sunlight. The rhythmic differences between the two suggest the shifting notes of the fragrance.
- The close-up of the hand is a key signature. The subtle angle changes of the wrist emphasize the gesture of "catching the light" rather than pointing at the product. This gesture was later confirmed as the key visual pose.
5) Styling and Beauty Details: The Line Between Shiny and Soft
- The skin texture was not overly glossy, with a subtle highlight on the T-zone and a soft U-zone to create the feeling of skin "breathing" in natural light.
- The hair was held to a minimum to allow movement in the wind. The highlight lines created when the frame passes were calculated to meet FELIX's gaze, creating a momentary stillness.
- Accessories were made with minimal metal accents to clearly define the reflective points, and the costume colors alternated between amber, ivory, and charcoal to express the changing temperature of light.
6) Performance Directing: Breath and Eyes Instead of Words
- Dialogue was kept to a minimum, and emotions were conveyed through the length of breathing, the duration of gaze fixation, and the subtle tremors of eyelids. The director specified "a smile that blooms when sunlight touches the eyes" as the key moment, and FELIX performed several versions, with the least embellished cut being chosen.
- Rather than syncing the gaze shift with the music's beat, the director pushed back the beat a half beat to create a natural "afterimage," which became a key editing device for creating a dreamy tempo.
7) Product Presentation: Three Scenes Revealing the Fragrance
- Opening Scene: The package's shadow lines extend and then fold, with a flash of light appearing as the lid opens. The "first scent" is matched by a flash of light.
- Spray Scene: The spray mist is backlit to create the sensation of individual particles rising. Multiple takes were performed to align FELIX's wrist rotation with the angle of the sunlight.
- Reverb Scene: The curtains and linens slowly sway, creating a "base note" with the lingering curves. The camera remains almost still during this scene, creating a sense of time stretching.
8) Art Direction: Spatial Narrative
- Emptiness is the key to the space. Minimal furniture and textures allow the movement of light to take center stage. The white walls, the subtly rough floor, and the stack of books on one side enhance the sense of "a corner of everyday life."
- The window frame was actively utilized to create another frame within the screen, and FELIX moved across that boundary, visualizing the emotional boundaries of "indoor/outdoor, public/private."
9) Editing and Color Correction: Matching the Temperature of Memory
- The cut transitions used a combination of hard cuts and dissolves, with the dissolve duration being slightly longer than usual to visualize the lingering scent.
- The color grading emphasized the yellow saturation of the highlights and added a slight teal to the shadows to create a clear yet calming contrast. Skin tones were kept neutral to avoid excessive aesthetics.
- In sound mastering, the treble shimmer was reduced to create a soft lingering effect, and the low frequencies were lightly supported in the 60-80Hz range to maintain the feeling of a "quiet heartbeat under the sunlight."
10) Behind the Scenes: Between Improvisation and Perfection
- During the first take in the morning, an unexpected sunburst appeared across the window, and the director spontaneously changed the camera position to achieve the day's key cut.
- Due to difficulties controlling wind speed, manual rigging and small fans were used to create curtain movement. Multiple rehearsals were conducted to ensure Felix's hair didn't blow excessively.
- During a close-up, Felix's subtle smile on the back of his hand was ad-libbed, completing the story's "heartwarming ending."
11) Campaign Expansion: Stills and Digital Assets
- Key scenes from the video were reinterpreted as still key visuals, creating a three-sequence series featuring different sets and expressions based on lighting angles.
- Short motion loops (5-8 seconds) were edited separately for social media to ensure repeat viewing comfort. Sound was also switched between silent and subtitled versions.
12) Message and Branding: "A Person Who Remains Like Sunshine"
- The final message focused on leaving an "emotional lingering impression" rather than simply praising the product. FELIX appears as a face of leisure, not ostentation, with light and fragrance lingering beside it.
- Ultimately, the brand successfully translated the abstract concept of "a fragrance with the character of sunshine" into popular language through bold minimalism and sophisticated emotional editing.
13) Marketer's Perspective: Why It Worked
- The psychological alignment between the model and the concept, the structural juxtaposition of the shoot design and the product experience (top, middle, and base), and the uninspiring yet memorable signature gesture (a hand catching light) simultaneously captured both recall and favorability.
- Furthermore, a clear asset strategy for each platform, with footage, stills, and loops designed to function effectively in each environment, led to its success.
14) One-Line Summary
"Translating sunlight into fragrance, and proving that fragrance through a face." The aesthetic of "SUNSHINE," created by FELIX and TAMBURINS, is a record of moments where intensity and gentleness coexist.