Gmarket's "Jaurim's Unexpected Music Philosophy" (Kim Yuna) — Behind the Scenes and Key Points for Fans
Gmarket's "Jaurim's Unexpected Music Philosophy" commercial features Kim Yuna, the vocalist of the band Jaurim, in a unique combination of "musical sensibility" and "shopping discovery." The campaign emphasizes the joy of product exploration and Gmarket's curation prowess through the aesthetics of "making the familiar strange and the unfamiliar familiar." The filming team meticulously crafted the short film, organically intertwining the music, directing, and styling to create a powerful impression. Below, we've detailed the brand and concept, musical direction, filming locations and sets, costumes, hair, and makeup, behind-the-scenes anecdotes, and key points worth watching for global fans.
1. Brand Positioning and Advertising Concept
In this ad, Gmarket sought to reinforce its image as a "platform for discovering and reinterpreting tastes," transcending the "mere marketplace." The title "Jaurim's Reversal Music Philosophy" goes beyond simply featuring a celebrity; it's a strategy to convey Kim Yuna's musical identity (experimentalism, sensibility, and unexpected twists) through a shopping experience. The core of the storytelling is that the experience of consumers discovering unexpected products in their everyday lives is similar to a "musical surprise." Through this, the brand aimed to appeal to the MZ generation, music fans, and lifestyle consumers alike.
2. Music (OST) and Sound Design—Audiovisual Realization of the Reversal Music Philosophy
The sound of the ad is central to the concept. Reflecting Jaurim's musical style, it's likely that Kim Yuna's vocal tone or the band's sound texture were used as motifs. At the same time, to create a "surprise," the song initially builds emotional appeal with a gentle melody or acoustic arrangement. Then, unexpected rhythmic shifts, electronic sounds, brass, and percussion elements are inserted during scene transitions to create tension and release. The sound effects (Foley) in the shopping scenes likely emphasize the moment of discovery, with clicks, box openings, and the rustling of fabrics. In particular, Kim Yuna's vocal lines or short voice tags, resembling a chorus, serve as brand hooks.
3. Filming Location and Set Direction — Music Video-Like Visual Language
The advertisement likely actively borrowed music video-like direction. The filming locations likely combined indoor studio sets (minimal modern rooms, workshop-style studios) with several striking locations (city alleys, gallery-style spaces, etc.). In the studio, lighting and color temperature were meticulously adjusted to visually emphasize the narrative between Kim Yuna's silhouette and the props (products). The location cuts complement the realistic feel of life and the unexpected narrative. The camerawork likely used long shots to establish the mood, then shifted the tempo with macro close-ups to highlight product details.
4. Costume, Hair, and Makeup — Styling that Reflects Kim Yuna's Musicality and Personality
Kim Yuna's costumes were designed to reflect both her musical authenticity and her modern taste. The basic styling points are as follows:
Tones: Monotones or deep colors (e.g., black, charcoal, deep green) as a base, with accent accessories (scarves, brooches, accessories) for a twist.
Silhouette: Classic yet slightly avant-garde silhouettes (oversized blazers, layered textures) reinforce the musician's image.
Hair and Makeup: Natural curls or a neat updo enhance the musical aura. Makeup should be matte, with subtle accents on the eyes and lips to highlight the camera's expressions.
Overall, the brand's intention is to borrow the "musician lifestyle" to provide styling inspiration to consumers.
5. Making-of, NG, and On-site Episodes — Chemistry between Musicians and the Filming Crew
In commercial shoots featuring musician models, directing instructions are often repetitive due to the musical sensibility involved. For example, the scene where Kim Yuna sings with a specific expression, while keeping pace with the rhythm, likely required multiple takes due to the importance of subtle breathing and timing. Furthermore, the placement of props (instruments, records, posters, etc.) determines the meaning of the scene, so the props team likely repeatedly adjusted the details. On-site, Kim Yuna's impromptu expressions or small ad-libs likely resonated with the filming crew and were reflected in the final cut. The small conversations and laughter shared between shots between the staff and members are also highlights of the making-of video that fans will particularly enjoy.
6. Key Points for Global Fans to Watch
Musical Details: Look for Jaurim's unique vocal tones and instrumental layers in the background music of the commercial. It's fascinating to listen to how the short hook aligns with the brand.
Props and Easter Eggs: There's a chance there are hidden Jaurim references (album art, lyric fragments, instruments, etc.), so capture them one by one in still shots and compare them.
Outfit Reproduction Tips: Capturing Kim Yuna's layered style and accessory highlights in screenshots and expanding them into seasonal look content is highly anticipated.
Check out the Making of Videos: Once behind-the-scenes and making-of videos are released on the brand's official channel, gather more stories through NG footage and interviews and link them to follow-up posts.
Conclusion
Gmarket's "Jaurim's Surprising Music Philosophy" is a sensational campaign that combines the aura of a musician with the narrative of a shopping experience. Kim Yuna's musicality and expressiveness, the filming team's meticulous direction, and the unexpected placement of the sound design all come together to create a short but memorable ad.