Suzy's K2 2025FW Ad Production Story — Bagel Concept and Behind-the-Scenes

K2's 2025FW campaign, "Bagel," garnered significant attention immediately after its release, showcasing actress and singer Suzy's soft and natural image. This post focuses on the behind-the-scenes details, including the background music (BGM) selection process, filming locations and set construction, directing Suzy's acting, anecdotes that occurred during filming, filming techniques, and post-production.

Ad Concept Summary: Why "Bagel"

The "Bagel" concept was born from the desire to intuitively convey a cozy, voluminous silhouette and a comfortable yet stylish winter look. K2 aimed to emphasize a line that retains the functionality of traditional outdoor wear while also being versatile enough for everyday wear. Suzy was chosen as the perfect casting choice to convey this message with a "friendly sophistication."

BGM (Background Music): Sound Selection that Completes the Mood

The background music for this commercial was based on a calm yet rhythmic acoustic pop track. The planning team initially reviewed an arrangement centered on strings and acoustic guitar to capture Suzy's soft vocal tone and the lingering impact of the eye contact scenes. Ultimately, they used a track with a warm melody over a minimal beat to heighten the emotional intensity of the video. During the music editing process, they repeatedly worked to synchronize Suzy's facial expressions and cut transitions, ensuring the right amount of space and rhythm for each scene.

Filming Locations and Sets: A Harmony of Indoor and Outdoor Locations

Filming involved a combination of indoor studio sets and outdoor locations. The indoor scenes utilized props and textures (knit, cotton, wood) to capture the cozy feel of the bagel concept. The outdoor scenes were shot on location against a wintery urban backdrop, emphasizing both practicality and style. The set was designed with ample movement to ensure Suzy's movements felt natural, and the filming team utilized wind direction and natural light to highlight the textures of the clothing (fur, padding, and voluminous feel).

Suzy's Acting Direction: The Secret to Naturalness

The director asked Suzy to repeatedly recreate "natural moments from everyday life." He encouraged her to focus more on her gaze, hand movements, and breathing than on her dialogue, ensuring that even small facial expressions conveyed emotions. He repeatedly practiced details like adjusting her clothes and lightly touching her scarf, ensuring that every moment captured on screen appeared natural. Pre-rehearsals were kept short, allowing for improvisation during filming to capture unexpected, captivating moments.

Filming Technique: A Balance of Close-ups and Movement

The camerawork organically blended medium shots and close-ups to simultaneously emphasize Suzy's expressions and the details of her clothing. Low angles and slow motion were used to visually amplify the volume and movement of the padding. Soft lighting was used to maintain natural skin tones. To highlight the texture of the clothing, backlighting was used to enhance its contours, and smoke and fine particles (dust effects) were used to enrich the light.

On-site Episodes: Moments of Laughter and Improvisation

There were many small hilarious moments on set. In one scene, a fan was used to simulate wind, and Suzy's hair blew excessively, forcing her to touch it on the spot to suppress laughter. This natural expression was ultimately used in the final cut, and the director actively incorporated these spontaneous moments into the edit. Another anecdote occurred during a downtown location shoot, when a passerby offered Suzy a heartfelt cheer, reportedly brightening the atmosphere on set.

Post-Production: Creating the Mood with Color Correction and Sound

In post-production, color correction was used to emphasize the warm winter tones and maintain a balance between clothing colors and skin tones. The color palette was adjusted to focus on cream, brown, and deep green to visually reinforce the cozy feel of the bagel concept. The sound editing meticulously mixed background music reverberation with natural sound effects (footsteps, rustling clothes) to enhance the viewer's experience.

Marketing Points: Why This Ad Worked

First, casting Suzy as a highly credible model secured initial interest. Second, the intuitive "bagel" concept and the visual emphasis on the texture of the clothing clearly conveyed the product's core value. Third, the short clip maintained an editing tempo that was ideal for expansion on social media platforms, increasing the potential for viral exposure. These factors combined to create a positive impact on both brand awareness and product preference.

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