The Making of an AliExpress Ad Starring Ma Dong-seok — Behind-the-Scenes Footage and Music Stories from the 11-Second Challenge

AliExpress' short and impactful TVC, "Capture as much as you can in 11 seconds with quick reflexes! with Ma Dong-seok," garnered significant attention immediately after its release thanks to actor Ma Dong-seok's presence and fast-paced editing. This article details the background music selection process, a key element of the commercial, the filming location and set composition, props and reaction episodes from the set, and behind-the-scenes footage from the post-production process, focusing on topics viewers might be curious about.

Background Music (BGM): The Secret to Creating a Commercial's Tempo

The background music is undoubtedly responsible for the commercial's fast rhythm and tension. The production team had to capture viewers' attention within the limited 11-second timeframe, so they prioritized tracks with a clear beat and fast-paced action. The final BGM, a combination of electronic and hip-hop beats, was edited to emphasize the beats of the momentary actions and camera cuts. During the music editing process, the team repeatedly aligned Ma Dong-seok's movements (such as running and tuck-in) with his voice cues to perfect the rhythmic arrangement of the scenes. Additionally, sound effects (such as items stacking up like a tower or being filled with baskets) were delicately incorporated to enhance the viewer's auditory experience.

Filming Location and Set: Spatial Composition Emphasizing Dynamic Movement

Filming took place primarily in an indoor studio, with an open-plan set constructed to replicate the feel of a real shopping mall. The set was designed with ample passageways and a design that allowed for smooth camera movements (tracking and slider shots), ensuring ample movement. Props were prepared to allow for the impromptu reproduction of various items sold on AliExpress. Shooting dummies resembling the actual products were used to ensure consistent appearances during repeated takes. High-contrast lighting was used to emphasize the texture of the items and the actor's muscularity. This played a crucial role in visually maximizing Ma Dong-seok's powerful presence.

Ma Dong-seok's Acting and Improvisational Reactions: The Liveliness of the On-Site

The commercial is characterized by the active use of the actor's natural reactions during filming. Ma Dong-seok combined action scenes with comedic reactions, improvising facial expressions and hand movements. The production team utilized multiple camera angles simultaneously to capture these moments. In one take, a larger-than-expected pile of props surprised the actor, and this impromptu reaction ended up being the most impactful moment in the commercial. The director prioritized the actors' "real reactions" over over-the-top directing, and instead of rehearsing multiple times, he created situations to encourage natural reactions.

Props, Safety, and Technique: Preparing for Fast Filming

The 11-Second Challenge concept required numerous repetitive takes, so props and safety management were essential. Items for filming were made of lightweight materials to ensure the actors could carry them multiple times without strain. Mats were laid to minimize friction on the floor to prevent accidents caused by the actors' rapid movements. The camera work combined slow motion and rapid reframing to create a dynamic effect. The filming team utilized a more flexible shooting plan than the storyboard, considering the connections between cuts.

Post-Production: The Crucial Role of Editing, Sound, and Color Grading

In post-production, the editor meticulously refined each cut to convey both tension and humor within 11 seconds. He meticulously synchronized the background music beats and cut transitions, and emphasized momentary sound effects (such as item clicks and basket collisions) to enhance viewer immersion. During the color grading stage, high saturation and slight contrast were applied to bring out the vibrant colors and sets of the product. For the final inspection, playback tests were conducted on multiple devices to ensure the audio balance (voice, background music, and sound effects) was balanced across all platforms.

On-Site Episode: A Heartwarming Moment Behind the Laughter and Tension

One of the most memorable moments during filming was when Ma Dong-seok personally handed out snacks to the crew during a break, livening up the atmosphere. Amidst the long filming schedule, his thoughtfulness energized the team, allowing for natural on-set jokes and improvisations, resulting in more vibrant cuts. Another time, during a quick rehearsal, the camera rail was slightly misaligned, requiring a reshoot, but everyone handled it professionally and we finished filming on time.

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