Claren O2O2 Michelia Commercial Production Story — IU and the Filming Team Reveal Key Directing Points

Claren's new product, "O2O2 Micellia," garnered significant attention immediately after its release with the concept of "New Eye Contact." IU, in particular, starred as the model, intuitively conveying the product's delicate color and natural fit, generating a fervent consumer response. This post explores the behind-the-scenes story, including the creative intent behind the ad, casting highlights, on-set techniques and anecdotes, post-production, and marketing points.

Advertisement Concept: The Message Behind "New Eye Contact"

The core message of this ad is "natural transformation" and "subtle eye enhancement." The tagline "New Eye Contact" emphasizes the subtle differences in the exchange of glances between the wearer and the viewer when wearing the product. With the Micellia line, Claren aims to subtly emphasize the eyes in everyday life while highlighting the natural charm of individuals. Even within the short video, the brand philosophy is clearly conveyed through color, facial expression, and gaze.

Casting Point: IU's Strengths

IU is an actress and singer who resonates with people of all ages for her friendly yet sophisticated image. The production team leveraged IU's unique characteristics to maximize the product's natural appeal. In particular, IU's gaze and subtle facial expressions played a crucial role in visually convincingly portraying the naturalness of wearing the lenses. The production team meticulously designed the filming atmosphere and rehearsal process to elicit IU's comfortable performance.

Filming Technique: How to Highlight Eye Contact

The combination of lighting, camera angle, and color correction is essential to effectively capture the eyes and color of the lenses on screen. In this shoot, a softbox and a small reflector were used in conjunction to naturally highlight the pupil reflections (highlights), and the camera employed subtle focus shifts to emphasize the texture and color changes of the lenses. For close-ups, a shallow depth of field was used to blur the background and focus the viewer's attention on IU's eyes. Furthermore, for continuous shots, the camera assistant used rhythmic cues to ensure the timing of eye contact.

Acting Direction: The Secret to Creating Natural Eye Contact

The director, adhering to the principle of "no forced acting," avoided demanding excessive facial expressions from IU. Instead, he specifically conveyed the situation and encouraged natural interactions with the other actors and staff, filming the scene from multiple angles to create natural eye contact. By capturing subtle eye movements (eye movements, blink timing, the beginning of a smile, etc.) across multiple takes, he was able to select the most convincing cut in post-production.

On-Set Stories: Little Moments from the Set

There were several hilarious moments during filming. In one scene, IU playfully used a prop and improvised an impromptu facial expression, drawing laughter from the staff. This spontaneous reaction was reflected in the final cut. In another scene, a change in lighting position created a subtle shadow, but the staff quickly adjusted to resolve the issue and achieve the desired feel. These small incidents actually brought the commercial to life.

Post-Production: Emotion Completed with Color Correction and Sound

In the editing stage, color correction was used to adjust the lens color as closely as possible to the actual image of the lens being worn, and skin tones were meticulously adjusted to maintain a natural look. Furthermore, background music and sound effects were selected with rhythms and tones that emphasized moments of eye contact, enhancing emotional immersion. Cut transitions alternated between detailed shots of the product and scenes of facial expressions, allowing viewers to naturally recognize the product's benefits (comfort, color, and naturalness).

Marketing Points: Why This Ad Resonated with Consumers

First, the ad resonated with a broad audience by emphasizing the emotional message of "naturalness" over questions or exaggerated expressions. Second, the casting of IU, a highly trusted model, contributed to initial interest. Third, the organic combination of visual aesthetics, sound, and the actress's subtle reactions intuitively conveyed the product's core values ​​of "comfortable fit" and "subtle color." Short clips of IU's eye contact scenes were edited and shared on social media, creating a natural viral effect.

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