It's finally out. Stray Kids Felix, Gong Cha commercial

Hello, this is Korea advertising. 1. Advertisement Background: Gong Cha and Stray Kids Meet The “My Vibe Right Now is Gong Cha” campaign is a brand campaign by global milk tea brand Gong Cha and Felix, a member of global K-pop group Stray Kids. Gong Cha is a brand that has led the popularization of milk tea and is loved by the younger generation. Stray Kids is a group that holds a unique position in both music and performance, representing the emotions of the global Generation Z. This advertisement conveys the message that Gong Cha’s beverages are not just simple food items but also a medium to express ‘vibes’, or emotions and moods. 2. Main Slogan: “My Vibe Right Now is Gong Cha” The main phrase and slogan of the advertisement, “My Vibe Right Now is Gong Cha,” goes beyond the simple meaning of drinking a beverage and delivers an emotional message that Gong Cha represents the emotions of this moment. In particular, the expression ‘공차중’ utilizes a unique Korean wordplay (wordplay) to su...

"SHINE YOUR SCENE" Commercial Shoot Report: Behind-the-Scenes Stories Revealed by Aespa and the Filming Team



The "SHINE YOUR SCENE" ad for mise en scene's new product campaign created a sensation immediately after its release, combining the powerful visuals of girl group Aespa with the brand's signature sophisticated sensibility. This article provides a detailed behind-the-scenes look at the background music (BGM) selection process, filming locations and set composition, Aespa's acting and performance direction, behind-the-scenes anecdotes, filming techniques, and post-production.

Background Music (BGM): A Choice That Captured the Tempo and Emotion of the Video

The BGM for the SHINE YOUR SCENE ad was ultimately chosen as a song combining trendy pop and electronic elements. The planning team tested samples of various tempos to align Aespa's vocal and performance rhythms with the visual cut transitions. The final track, combining low bass with clean synth melodies, enhanced both visual impact and emotional flow. During the music editing stage, Aespa's key reactions (eye contact, turns, poses) were precisely synchronized with the breakpoints of the background music to maximize the lingering impact of each moment.

Filming Location/Set Composition: A Futuristic and Fashionable Mood

Filming took place in a large indoor studio and on select outdoor locations. The indoor set utilized reflectors, metallic panels, and neon lights to create a futuristic, glossy atmosphere. Mirrored walls and movable floors created different spatial sensations for each angle. Outdoor scenes were shot against the backdrop of urban architectural elements to ensure the ad's realism and expansiveness. Costumes and props were coordinated with the brand's color palette and rhythm to maintain the overall visual unity.

Aespa Acting/Performance Directing: The Secret to Naturalness in Front of the Camera

The director instructed the Aespa members to "act in response to the scene, not the camera." In other words, instead of exaggerated movements, they were directed to convey emotions through gaze, fingertips, and breathing rhythms. This aligned with the ad's concept of "each shot tells a small story." The performance scenes were designed with blocking focused on poses rather than choreography, allowing each iconic gesture to be captured in impressive close-up. Multiple long takes and multiple cameras were used to capture the members' spontaneous reactions.

Filming Techniques: Harmony of Lighting, Lenses, and Camerawork

The commercial highlighted the characters and products by combining shallow depth of field with sharp highlights. Key techniques included subtle focus racking, partial use of slow motion, and dramatic backlighting to emphasize silhouettes. Medium and short focal length lenses were used to naturally capture the characters' skin and textures, while a combination of Steadicam and slider cameras maintained a smooth flow.

On-Site Episode: The Magic of Improvisation and Teamwork

A memorable moment during filming was when a prop neon light unexpectedly flickered, causing the members to burst into laughter. The director and editing team actively utilized this impromptu reaction in the final cut, ultimately enhancing the video's appeal with its human touch. In another episode, a small change in wardrobe coordination dramatically altered the mood of a single cut. The production team immediately rearranged the lighting to create a new cut. Thanks to seamless communication between the staff and artists throughout filming, the filming schedule reportedly proceeded more smoothly than planned.

Post-Production: Color Correction, Sound Design, and Editing

In post-production, color grading balanced the saturation of neon and the temperature of skin tones. The sound team subtly added sound effects to impactful parts of the background music to enhance viewer immersion. In the editing stage, the tempo of each cut was carefully adjusted to reflect the advertising purpose (branding and product emphasis), resulting in a structure suitable for reusable short clips for social media.

[Good content to read along with this article]