HyperX Lee Jung-jae TVCF Behind the Scenes: The Power of a 7-Degree Angle and a 0.3-Second Rest

 

1) The density of the first scene: "The concept is already complete from the entrance."

The classic suit fit, relaxed stride, and the moment he crosses the threshold, the camera subtly pulls back, creating a different sense of space. It's rumored that the timing of this scene was fine-tuned frame by frame on set. Viewers already sense the office mood the brand is trying to convey with just this brief "entrance." Keywords in comments include "Appearance = Completed" and "The entrance ticket is the sound." A single, immersive opening gesture sets the credibility of the entire video.

2) Subtle differences in facial expressions: "7-degree head angle, 3% smile intensity."

Lee Jung-jae's strength lies in his ability to create persuasiveness without exaggeration. Even within the same sentence, he adjusts the temperature of the meaning with a 7-degree difference in head angle and 3% change in smile intensity. For example, when the keyword "real office" is mentioned, the eyes are slightly focused, while when the brand name "Hyperus" appears, the corners of the mouth are slightly relaxed, completing the flow from trust to favor. Here, viewers experience a moment of "being persuaded without knowing why."

3) A single shot of a hand on a desk: "Creating a tactile sound"

Furniture brands ultimately rely on "imagining tactile sensations." The subtle friction of a palm resting on a desk top and the low reverberation of placing weight on a chair were captured through the sound setup. They say they collected the optimal sound by cross-referencing samples of actual materials on set. When this cut was released, viewers left comments like "Awesome sound!" and "A feeling as if I had touched it." The tactile sensation of hearing builds trust.

4) A calculated tempo for the lines, seemingly ad-libbed

The script was concise, but the filming created a rhythm by adjusting the length of the pauses. A pause of about 0.3 seconds between "The real office, Hypers" was inserted to convey the "weight of the conclusion." Lee Jung-jae's low, solid tone penetrates deeper after the pause, allowing viewers to ponder the message once more. This resulted in a structure that ensured the film's replayability remained constant throughout the film.

5) The Aesthetics of Chair Rotation: "The Pleasure of a 45-Degree Single Cut"

Chair rotation is playful if overdone, awkward if underdone. For the actual filming, the camera's movement was designed to coincide with a 45-degree rotation. At that moment, the camera's panning speed synchronizes with the timing of the text graphics, completing the three-point loop of "movement-message-reaction." Viewers experience a peculiar sense of pleasure from this, and they often use it as a replay point. It's not for nothing that the comment "a great angle" has earned it such acclaim.

6) A Masterpiece Created by a Minor Mistake: The Pen Cap Incident

In the mid-film scene where a pen is snapped while flipping through documents, the pen cap wiggles slightly, producing a clearer, more audible "click" sound. While originally intended for correction, Lee Jung-jae's slight gaze and smile in response to the sound transformed the scene into a symbol of "natural confidence." The editing team used this take as is, and viewers loved it, saying, "It's professional, it's natural."

7) Dribbling the Spatial Flow: Walking, Sitting, Looking

The motion within a single space was designed in three stages: 1) Straight walking to establish trust, 2) sitting to emphasize a sense of lingering presence, and 3) eye contact to rapidly convey the message. This flow creates a sense of unity between the product, the person, and the space. In particular, numerous rehearsals were conducted to ensure the natural interplay between the knee angle and the backrest's response upon sitting, allowing the chair's functionality to be fully revealed. Viewers are led to imagine the "user's flow" first, which then leads to a purchase decision.

8) Duet of Light and Shadow: Showing "Office Time"

The office is a space where day and night, work and rest, intersect. The commercial showcases two layers of "focus and stability" within a single scene, layering soft side lighting with perfectly placed top lighting. The shadow cast by Lee Jung-jae's side profile symbolizes "determination," and the subtle reflection on the desk top symbolizes "sharing." Viewers unconsciously create the pleasant illusion that "working in this space could be a different experience."

9) Directly Translating the Brand Slogan: Simple, Short, and Audible

The greatest joy of this episode lies in its catchy, catchy phrasing. Nouns are prioritized, and verbs are minimized, reducing memory burden. Lee Jung-jae's speech is rhythmically paced, prompting viewers to comment, "I'm repeating this," and "I'm using it in meetings." The moment a brand message is translated into everyday language, the ad becomes a meme.

10) Understated Ending: A "Confident Smile" Instead of a Wink

The ending avoids common gestures, ending with a "confident smile" with the corners of the mouth slightly raised. This subtle touch makes the ad more believable than exaggerated. The subtle ambience that lingers when the screen goes dark creates a lingering feeling, and that lingering feeling is what brings you back to the play button. This is where the comment, "It feels like watching a single scene, not an advertisement," comes from.