Korean ad : The Story Behind the Dermafirm x Huening Kai Advertisement

 

DERMAFIRM's 15-second commercial, "Will You See Me For Just 3 Days?" is short but impactful. Model Huening Kai's clear and transparent aura, coupled with the intuitive hook of "3 days," creates a compelling composition that captures the viewer's imagination. Today, we'll explore some of the filming anecdotes and hidden highlights that viewers will find engaging.

1. The Secret of the 3-Day Hook

The Timing of Eye Contact The key to this commercial lies in the first three seconds. The director repeatedly used the phrase "For Just 3 Days" at the precise moment of eye contact between the camera and the subject, creating the illusion that the viewer is "talking to me?" During the shoot, Huening Kai fine-tuned the eye contact time to 1.2, 1.5, and 1.8 seconds, performing multiple takes. The 1.5-second version was the final cut. Too long could be overwhelming, and too short could be fleeting, so finding the golden ratio of "attractiveness and lightness" was a truly rewarding experience.

2. The word "we" brings persuasiveness to life. 

The original copy had "Try it for three days," but it was changed to "Shall we meet for three days?" right before filming. "We" transforms the product-user relationship into a "shared experience." Even among the on-site staff, there was a common refusal: "This isn't a suggestion, it's a proposal." Huening Kai lowered his tone slightly, delivering the line in a whisper. Ultimately, the audience felt like they were receiving a "gentle offer that's hard to refuse."

3. Trusting Skin, Not Lighting 

The Challenge of Minimal Light It's interesting how, for the clean tone of the commercial, only two diffused lights and a reflector were used instead of strong highlights. This decision was made to highlight the skin's natural texture rather than exaggerate it. The makeup team minimized base products, and any afterglow captured on the monitor was handled solely through post-production color correction. The cinematographer's comment, "This setup requires confidence in your skin," was particularly memorable.

4. The Hidden 5-Cut Rhythm in 15 Seconds. Although the commercial is short, it actually consists of five cuts.

- Hook: Frontal gaze + "Just three days..."

- Transition: Connecting scenes with fingertips or hair movement

- Close-up: Closest cut showing skin texture

- Evidence: Texture/formula or formulation gesture

- Promise: Concluding with a smile and "Would you like to meet?" In the editing room, we boldly added pauses between cuts to increase the BPM, and lengthened the final breath by 0.2 seconds to make it memorable. This small "rest" creates the lingering effect of the entire commercial.

5. Three Versions of Dialogue Tone Huening Kai prepared the same sentence in three different tones.

- Refreshing tone: Upward intonation with a slight smile

- Neutral tone: Plain tone leveling

- Whisper tone: Lowered volume and increased air ratio. The final version is a 70% neutral + 30% whisper mix. This conveys trustworthiness, not just a juicy note. The recording studio also adjusted the microphone distance by 2cm to emphasize the softness of the "ㅁ/ㄴ" consonants.

6. Costume and Gesture

For the visual costumes for “Want to Meet?”, we chose a matte texture instead of shiny materials. This reduces light reflection, allowing for a more stable skin tone and improved subtitle readability. For the hand gesture, we chose a slightly raised palm, symbolizing an invitation. The key was to avoid exaggerated poses and create the impression of taking a half-step toward the viewer.

7. Presence of Music 

The background music, audible but not overpowering, is a minimal beat between 90 and 100 BPM. The low and mid-range frequencies are kept low so as not to interfere with the vocals. Instead, the rhythm is designed to emphasize the presence of the dialogue by pausing the hi-hat just before “Want to Meet?” This allows for a thorough “supporting production” that emphasizes the dialogue rather than the music itself.

8. Build Product Trust: The 3-Day Countdown

The “3-day countdown” may seem like a bold promise, but it’s actually a psychological device that lowers the barrier to experience. One day is less noticeable, and seven days is more costly. Day 3 is the optimal point for inducing a "Shall we try?" The editing didn't directly reveal the number 3, but instead created a rhythm through dialogue, facial expressions, and cut lengths, reinforcing the "short but definitive" message.

9. There were many fun moments, not NGs but "good" moments. 

There was the take where everyone laughed after unconsciously making a heart with their fingers after asking, "Would you like to meet?"; the moment when Huening Kai's subtle nod coincided with the subtitles while adjusting the position, resulting in a coincidental "reaction sync"; and the moment when the final smile was so pure that the staff simultaneously exclaimed "Oh!" in front of the monitor. This "on-set tension" carried over to the charm off-screen.

10. Why this commercial has such a lasting impact

- A second-person perspective that speaks to individuals

- A three-day proposal that lowers the barrier to experience

- Minimal lighting that trusts the skin itself

- A restrained collaboration between dialogue and music. Ultimately, this commercial persuades through "invitation," not "exaggeration." This makes it more believable and memorable.

Conclusion 

The 15-second video, "Shall we just meet for three days?" is a short but powerful line that opens a relationship.

The product isn't the main character, but "you" beyond the screen. Huening Kai's clear gaze, the clean tone, and the production team's meticulous attention to detail create an aesthetic of focus. I'm already curious to see what kind of expanded story will unfold in the next 30-second version.