Park Bo-gum's ad, an emotional branding project that introduces Korea to the world.

1. Planning Intent and Concept "An emotional branding project to promote Korea to the world." This campaign, hosted by the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization, aims to convey Korea's charms to global tourists. Featuring actor Park Bo-gum, the short film format beautifully captures Korea's natural beauty, culture, history, and modern charm. Emotional Storytelling: This project goes beyond simple informational tourism promotion to a cinematic, emotionally engaging narrative that resonates with audiences. Park Bo-gum's Narration: His soft, warm voice conveys Korea's beauty through the eyes of visiting tourists. Use of Symbolic Imagery: Traditional hanoks, the Seoul skyline, the Han River sunset, and Korean food create a powerful visual appeal. This project goes beyond simple tourism promotion and is part of a branding strategy to establish Korea as a "country you want to visit." 2. Visual and Content Composition o...

[AliExpress] Capture as much as you can with your body vision in 11 seconds! with Lee Su-ji



1. Advertising Concept and First Impressions

This commercial goes beyond simple product promotion, incorporating the game element of "capturing the moment." The concept of capturing as many scenes as possible within the 11-second time limit creates a sense of tension while also stimulating the audience's curiosity. Lee Su-ji's cheerful expressions and dynamic reactions drive the pace of the entire commercial.

2. The Realistic Tension of the Filming Set

The filming set was reportedly like a mini-game show. Every time the timer ticked, the staff and actors held their breath, and Lee Su-ji displayed unwavering concentration, even to the ticking of the clock. In one scene, when a prop unexpectedly rolled away, Lee Su-ji improvised her expression and movements to liven up the situation, and this improvisation was reflected in the final cut.

3. Small Tricks in Props and Directing

The props featured in the commercial weren't simply used as backdrops; they were used as "points of content." The filming team finely adjusted the colors and positions to direct the viewer's attention, and Lee Soo-ji resonated with the audience with her brief facial expressions whenever she spotted a prop. A particularly popular episode, where an unintentional collision of props in one scene turned into a hilarious moment, was a popular theme on set.

4. Lee Soo-ji's Professional Preparation and Quick Reflexes

Since the film required a variety of reactions in a short amount of time, Lee Soo-ji invested a lot of time in pre-rehearsal. However, unlike rehearsals, the actual filming presented many unpredictable elements, and her quick reflexes were always on display. Her ability to change the mood of a scene with a simple glance or hand gesture was reportedly impressive.

5. Chemistry with the Crew: A Natural Feeling Created by Laughter

Despite the tense filming, the set was lively and friendly. The crew even planned surprises to elicit Lee Soo-ji's natural laughter, resulting in genuine, unforced reactions on screen. This on-set atmosphere was key to the commercial's friendly tone.

6. Viewer Reactions and Viral Points 

After the ad's release, viewers resonated deeply with the "tension created by the 11-second time limit" and "Lee Su-ji's genuine reactions." Social media users competed to see who could capture the most, and the short yet impactful composition of the ad also encouraged repeat viewings.

Conclusion: Big Laughter in a Short Time

Ultimately, the power of this ad lies in the genuine reactions generated within a short period of time. Lee Su-ji's focus and improvisation, combined with the staff's agile directing, transformed the 11-second moment into a memorable scene. Isn't the reaction of "I want to try that too" a hallmark of a successful campaign?


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