MyBrown X Yoo Seung-ho's "Magical Live Payment" — Behind the Scenes and Key Points
MyBrown's latest campaign, "Magical Live Payment," combines actor Yoo Seung-ho's trustworthy image with the brand's convenience and speed in a humorous yet warm video. This post provides a detailed analysis of the brand's message, advertising concept and storytelling, music and sound design, filming locations and set direction, costumes, hair, and makeup, anticipated NGs and behind-the-scenes moments during filming, and key points to watch for global fans.
Brand Positioning and Advertising Concept
MyBrown is a brand that values "everyday convenience" in areas like daily finance, payments, and easy billing. The "Magical Live Payment" campaign intuitively conveys its ability to simplify complex payment and billing processes by comparing it to "magic." Yoo Seung-ho, with his friendly and trustworthy image, serves as a "user representative," using a strategy to build consumer trust by demonstrating the product's features (convenience, speed, and reliability) through hands-on experience.
Storytelling and Video Production
The ad follows a simple and clear narrative structure: problem presentation (complex billing situation) → solution demonstration (using MyBrown's live billing feature) → moment of awe and relief (Yoo Seung-ho's facial expressions and reactions) → ending with the brand message. Yoo Seung-ho's subtle facial expressions and reaction timing play a crucial role in persuasive messaging, and the cuts and editing tempo were likely adjusted to intuitively convey the practicality within a short timeframe.
Background Music (BGM) and Sound Design
The music must simultaneously convey the brand's "liveliness" and "reliability." Therefore, a bright and light pop/acoustic arrangement is used as the basis, with interspersed sound effects (notifications, clicks, transmission sounds) to create a rhythmic connection with the app's operation. Editing techniques likely employed to enhance viewer immersion include reducing sound at key moments and emphasizing the actor's dialogue, natural breathing, and small exclamations. Foley (text pop-ups, button press sounds, etc.) is an important element in realistically conveying the actual user experience.
Filming Location and Set Production Estimation
The video's background likely combines urban interiors (a modern apartment living room, office, or cafe-style set) with controlled studio settings. The indoor scenes use soft lighting to clearly display the characters' expressions and the product UI (app screen), while close-ups of digital screens emphasize functionality. If location filming was included, the chosen setting might have been a sophisticated downtown restaurant or shared office. The color palette is neutral with brand colors as accents to maintain visual unity.
Clothes, Hair, and Makeup — Yoo Seung-ho's Authenticity
Yoo Seung-ho's styling focuses on understated "daily formal wear." He likely layered a simple shirt with a knit or light jacket to create a friendly yet mature image. Colors are focused on calming tones like beige, navy, and gray, with minimal accessories to focus on facial expressions and gestures. Hair is styled neatly and naturally, and makeup is applied for the camera, focusing on skin tone and subtle glow, creating a more polished look than in real life.
NGs and Making-of Episodes — Small Moments on Set
App demonstration scenes require perfect synchronization between the screen and the actor's hand movements and gaze, leading to frequent NGs. For example, delayed button presses, delayed screen transitions, and misaligned reaction timing. Reflection from filming lights can obscure the app screen, necessitating reshoots. Furthermore, even simple controls likely require extensive rehearsal to ensure natural performance. The making-of video will captivate fans with Yoo Seung-ho's impromptu reactions, jokes with the staff, and scenes of the props team fine-tuning the UI and props.
Key Points for Global Fans
UI and Sound Integration: Discover how the app UI and sound effects in the ad visually and aurally construct a user-centric experience.
Facial Expression and Reaction Analysis: By examining Yoo Seung-ho's gaze, breathing, and subtle smiles frame by frame, you can better understand his acting.
Style Reproduction Tips: Capture the look (shirt + knit/jacket combination) in the ad and reinterpret it into a seasonal, everyday look.
Making of Requests: Check the brand's official channel for making of videos to see more behind-the-scenes footage of NGs and ad-libs.
Conclusion
MyBrown X Yoo Seung-ho's "Magical Live Cheonggu" ad is a classic digital campaign that intuitively conveys the brand's core values in a short space of time. Yoo Seung-ho's stable acting, meticulous sound design, and practical UX direction combine to effectively deliver a usability-focused message.