Shinhan Bank's IRP campaign, "Expert Management Makes the Difference in Profitability," garnered significant attention for actor Park Bo-gum's trustworthy image and composed directing. This post delves into the behind-the-scenes story of the commercial, delving into key elements viewers might be particularly curious about: the background music (BGM) selection process, filming locations and set compositions, NGs and safety equipment, costume and styling details, and on-set anecdotes.
Background Music (BGM): A Gentle, yet Trustworthy Choice
The BGM, a combination of restrained piano melodies and soft strings, dominates the atmosphere of this commercial. During the planning stage, the music team prioritized tracks that conveyed both "trust" and "stability." The final track was a minimal arrangement that was lyrical yet didn't overstate unnecessary emotion. The music editing was fine-tuned repeatedly to ensure perfect synchronization with Park Bo-gum's breathing, the connection between his words, and the timing of key text (brand messages). In some scenes, editing techniques were employed to minimize sound effects and expand the BGM space to emphasize the weight of the dialogue.
Filming Locations and Sets: Creating a Realistic Office Space
Filming took place on indoor locations and sets reminiscent of real-life office spaces. To emphasize the clean, modern office atmosphere, minimal furniture and neutral-toned props were used, and natural light was effectively introduced through windows to enhance the sense of realism. Securing the filming flow was crucial. Ample space was crucial for smooth camera tracking and close-up transitions, allowing for ample space throughout the set. Some scenes were filmed with permission in actual bank branches, adding to the authenticity.
Costume and Styling: Balancing Trust and Friendliness
The costume team chose a simple yet sophisticated style that reflects Park Bo-gum's image. The basic theme was tonal navy, gray, and beige suits, knits, and shirts, creating a sense of professionalism and friendliness. Accessories were kept to a minimum, allowing viewers to focus on the actor's expressions and message. During the fitting process, meticulous attention was paid to the texture and wrinkles of the fabrics to ensure a natural look even in close-ups.
NGs and Rehearsals: Repetition and Leisure for Natural Moments
The director preferred capturing the actors' natural reactions after setting up the situation, rather than excessive rehearsals. Despite this, important shots were filmed repeatedly. In one take, Park Bo-gum ended his lines with a grin, resulting in an NG. However, the subtle change in his facial expression elicited laughter from the entire crew and was later used as B-roll. Another NG occurred during filming, when a prop (a doorknob) was slightly misplaced, requiring a reshoot. However, quick checks and collaboration with the crew prevented any significant disruption to the schedule.
Filming Techniques: Meticulous Camerawork and Lighting
The camera director combined medium shots and close-ups to seamlessly connect Park Bo-gum's expressions, gestures, and text captions. A shallow depth of field gently blurred the background to emphasize the character's trustworthiness. A key light highlighted the facial contours, while fill light softened the shadows to create a warm impression. A judicious mix of tracking and slow in/out motion ensured the viewer could easily follow the message's beginning and end.
On-site Episodes: Heartwarming Moments Created by Small Thoughts
During breaks, Park Bo-gum was often seen personally handing out water and greeting staff members, creating a very harmonious atmosphere on set. Once, during an emotional close-up shoot, the actor's eyes briefly became red, forcing a brief pause in filming. However, the director and staff waited patiently, calming him down, and a natural cut was quickly achieved. This consideration and teamwork added authenticity to the commercial.
Post-Production: The Crucial Role of Editing, Color Correction, and Sound Mixing
During the editing stage, the tempo between cuts was meticulously adjusted to maximize the message's delivery. Color correction maintained an overall warm midtone, while natural skin tones were preserved and background colors were muted to create a character-centric visual experience. Sound mixing was tested in various playback environments to ensure consistent delivery across all platforms, balancing dialogue, background music, and ambient sounds.
Marketing Point: The core value the ad conveys
This ad goes beyond simply promoting a financial product, successfully conveying the emotional message of "expert management → stable returns." The casting of Park Bo-gum, a trusted figure, combined with restrained direction and sound design, and meticulous costume and set design, effectively imprinted the brand's credibility on viewers.