Boram Group Commercial Shoot Report: Kang Ha-neul's Acting Direction and Small Moments from the Shoot

Boram Group's 30-second TV commercial, "A Little Brother's Life is Worthwhile," resonated with viewers immediately after its release thanks to actor Kang Ha-neul's warm expression and sincere performance. This post provides behind-the-scenes insights, including the process of selecting the background music (BGM), filming locations and set composition, directing Kang Ha-neul's performance, anecdotes that occurred during filming, and post-production (editing, color correction, and sound).

Background Music (BGM): Criteria for Selecting Emotionally Evocative Sounds

The BGM in this commercial played a crucial role in delicately capturing the emotional arc of the message. The production team initially tested various genres (acoustic, piano ballad, soft pop) before ultimately choosing a minimal arrangement combining soothing piano melodies with strings. This was because the ad's message of "support for a little brother" had to be conveyed naturally, without being overdone. During the music editing stage, the musical phrases were meticulously synchronized to Kang Ha-neul's breathing, facial expressions, and key cut transitions, maximizing the lingering impact of the scene. We also added subtle sound effects (doors opening, light footsteps, etc.) to enhance the sense of realism.

Filming Locations and Set Composition: A Balance of Realism and Warmth

Filming primarily took place on indoor locations and on production sets. For the indoor scenes, a cozy living room and kitchen were created to better portray the younger brother's daily life and the family atmosphere. A few everyday props (cups, memos, photo frames, etc.) were added to enhance the believability of the scenes. For the exterior scenes, we utilized real locations like city alleys and staircases to create a natural connection between the actor's movements and facial expressions. The lighting was primarily warm tones, but for important close-ups, a soft key light was used to emphasize the contours of the face and focus on conveying emotion.

Directing Kang Ha-neul's Acting: An Approach to Conveying Understated Sincerity

The director emphasized the "power of expression over words" for Kang Ha-neul. He minimized dialogue and directed his emotions through eye contact, breathing, and subtle lip movements. He also practiced the rhythm of everyday gestures (handing a cup, fingers turning a note) repeatedly to ensure they appeared natural. To ensure authenticity within the short commercial sequence, we employed a strategy of ample rehearsal, avoiding excessive repetition and allowing for improvisation to capture the actors' natural reactions.

Filming Techniques and Camerawork: Composition Focusing on Emotion

The camera focused on medium shots and close-ups to capture the characters' expressions and gestures in detail. In key moments, a shallow depth of field was used to blur the background and focus the viewer's gaze on Kang Ha-neul. A mix of smooth tracking shots and slight slow-motion cuts was used to naturally convey the emotional flow, and the tempo of cut transitions was adjusted to match the music's breathing points.

Episodes During Filming: Small Laughter and Moments of Improvisation

There were several small moments on set. In one take, a prop (a notepad) blew in the wind, causing the actor to burst into laughter. This spontaneous smile was highly praised by the director and staff and was reflected in the final cut. At another point, a passerby was nearly captured in the background during filming, but the crew's quick response saved the scene. It was also reported that Kang Ha-neul, during a break, lightened the mood on set by engaging in small talk with the staff.

Post-Production: The Message Completed Through Editing, Color Grading, and Sound

In the editing stage, the flow of the cuts was refined to ensure a clear message. Color grading emphasized warm midtones to maintain a family-like, comfortable atmosphere, and skin tones were carefully adjusted to preserve the authenticity of the characters. Sound mixing focused on balancing dialogue and background music and appropriately placing sound effects to enhance the immersive experience of the commercial. Furthermore, final mastering was performed separately for each TV and digital platform to ensure consistent quality across playback environments.

Marketing Points: Why This Commercial Resonated

First, the casting of Kang Ha-neul, a highly credible actor, enhanced the message's impact. Second, the directing, which resonated with everyday elements without exaggeration, elicited emotional responses across a wide range of age groups. Third, the BGM, lighting, and cut tempo were organically combined to effectively impress the brand's core values ​​(life curation, familial trust) within a short 30 seconds. These elements combined resulted in the ad achieving high views and positive comments.

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