Behind the Scenes of the ACE Ad: The Story Behind the Production of "Science Beyond Time" with Park Bo-gum
Brand Positioning and Core Message
ACE (Amazing Science) is a project-based campaign with a brand identity that combines scientific imagination and educational interest. This "Science Beyond Time" spot goes beyond simple science promotion to convey the message that "curiosity changes lives." The brand aims to convey accurate knowledge while simultaneously stimulating public interest and encouraging educational participation.
The core message is "Science is a tool that connects the past and the future." The ad visually and emotionally reconstructs the flow of time, instilling in viewers the idea that "the science we learn now will shape our future choices." Park Bo-gum's appearance adds a friendly and trustworthy tone, a strategic choice to broadly resonate with children, teenagers, and even parents.
Concept and Storytelling
The concept is "Science Beyond Time." The commercial features Park Bo-gum traveling between scenes from the past and the future through strange doors and machines, connecting childhood curiosity, present choices, and future outcomes. The opening begins with a simple question ("Why is the sky blue?"). The second half showcases a "moment of scientific discovery" through experimental scenes and visual tricks. The climax concludes with a scene where that discovery transforms an individual's future.
The storytelling emphasizes a balance between emotional resonance and information delivery. Within a short timeframe, the film captures the storyline of curiosity → experiment → enlightenment, creating a compelling narrative without compromising the educational purpose of the commercial. Furthermore, recurring visual motifs (clock hands, light refraction, old photographs, etc.) consistently emphasize the theme of "time."
Background Music and Sound Design
Music was a key element in setting the tone of the commercial. The background music begins with a mystical, soothing piano or glockenspiel melody, then expands into an orchestration that aligns with moments of exploration and discovery. Strings and woodwind instruments add to the emotional climax, culminating in a bright and hopeful melody that emphasizes the positive consequences of learning.
The sound design meticulously incorporates detailed everyday sounds and sound effects, including time-shift effects, mechanical clicks, the ticking of clock hands, and the bubbling sounds of scientific experiments. In particular, low-pitched reverberation was used in time-shift scenes to create a sense of space and dissonance, while clean, close-range sounds were used in experimental scenes to enhance the sense of presence and immersion.
Filming Locations and Location Selection
The locations were comprised of spaces that simultaneously capture fantasy elements and realism. Predominantly used were antique indoor sets (an old study, an old laboratory), modern laboratory sets, and outdoor locations that evoke a sense of time (a hill at sunset, an old park, etc.). The indoor sets featured detailed props (an old clock, test tubes, old maps, etc.) to visually express the layers of time.
The lighting team played a crucial role in the filming, as it required simulating day and night and various weather conditions. Soft lighting and color temperature adjustments, simulating natural light, were used to naturally connect the mood changes across time zones. In the time-travel scenes, color differentiation was used to intuitively convey the shift in space and time.
Costume and Styling Details
Park Bo-gum's costumes were designed to reflect the character's time traveler nature while maintaining a sense of familiarity. In the early scenes, classic knits and coats, with their neutral tones, evoke a sense of stability and everyday life. In the post-time-travel scenes, more experimental, colorful accessories and layered styles were used to express the change. This visually symbolizes "inner change."
The styling was meticulously detailed. For example, props like brooches and old glasses served as objects connecting to the past, while accessories like wristwatches and belts served as visual devices that repeatedly evoked the concept of time. Makeup was kept in natural, subtle tones to effectively convey the actor's natural expressions and emotions.
On-Set Stories and NG Moments
Park Bo-gum's calm leadership reportedly contributed to the smooth flow of the set. However, since continuity in the time-travel scenes was crucial, the number of takes was high, placing a significant physical strain on both the actors and crew. In one scene, a small piece of machinery on the set unexpectedly stopped working, extending rehearsals, but the technical team was able to quickly install replacement equipment and resume filming.
Another episode involved an outdoor sunset scene, where stronger-than-expected winds blew away props (old paper and a map). However, the filming team improvised and incorporated this into their directing, resulting in richer visuals. Some scenes, including the actors' natural reactions, were included in the final cut.
Editing Points and Visual Effects (VFX)
The editing focused on seamlessly connecting the passage of time. Match cuts and dissolves were used to create a rhythmic transition between time and space, while slow motion and color tonal shifts were used at key transition points to emphasize emotional intensity. VFX were used for effects such as time distortion, light refraction, and the ability to bring people to life in photographs. The goal was to strike a balance between realism and fantasy without being overly dramatic.
Marketing Perspective: Target Audience, Expected Results
The target audience is a broad age group, from teens to those in their 40s, who are interested in science. The ad also includes messages specifically targeted at parents and their parents. The ad is designed to not only increase brand awareness but also encourage participation in educational programs, click through to the course registration page, and participate in experiential events.
Conclusion
In summary, the "ACE: The Adventures of Science in Weirdland | Science Beyond Time" ad is a campaign that combines time and science to stimulate educational curiosity. Park Bo-gum's approachable and trustworthy performance, elaborate sound design, detailed sets and costumes, and impromptu moments during filming all harmoniously enhance the ad's quality.