"Who is ULOS's New Lead?" — Behind the Scenes of the Advertisement Featuring Jeon So-young
ULOS's latest advertising campaign, "Who is ULOS's New Lead?", features actress Jeon So-young, offering a soft and sophisticated reinterpretation of the traditional male skincare image. This post details the brand's message, advertising concept, video direction and music, estimated filming locations and set production, costume, hair, and makeup details, behind-the-scenes footage and NG moments from the shoot, and highlights worth watching for fans and bloggers.
Brand Positioning and Advertising Concept: "The Birth of a New Lead"
ULOS has consistently maintained a "practical yet emotional approach" in the men's skincare category. This campaign focuses on not only the product's functionality (moisturizing, soothing, and maintaining skin balance) but also its "image transformation." The concept of "The Birth of a New Lead" goes beyond simply introducing the product; it symbolically portrays the experience of achieving a confident and sophisticated lifestyle after using it. Jeon So-young plays the role of an observer and "discoverer," dramatically connecting the "before and after" ULOS usage atmosphere through the male models and scenes on screen. In other words, the brand message focuses on emotionally persuading viewers of the "changes ULOS brings."
Video Directing and Storytelling: Visual Contrast and Emotional Flow
Within a relatively short running time, the commercial builds a narrative of "texture (skin) → usage scene → changed attitude." The initial scene begins with close-ups emphasizing texture and detail (skin texture, hand movements, etc.), while the middle section elicits empathy through Jeon So-young's gaze and reactions. The camerawork likely utilizes smooth tracking and shallow depth of field to highlight the subjects (models and products). Instead of the deep tones often used by previous men's brands, the color palette blends neutral and warm tones to create a sense of both comfort and elegance. The climax concludes the emotional arc by capturing the small gestures immediately following product use (such as a glance in the mirror, a smile, and a wavering gaze) without exaggeration.
Music (BGM) and Sound Design: Building Trust with Sound
The music in this commercial features a minimal yet sophisticated instrumentation (acoustic guitar, piano, and soothing synth pads). The overall music, with its delicate rhythms layered over a gentle flow, expresses the "leisure of everyday life." At key moments (such as the hand movements of applying the product and the close-up of Jeon So-young's eyes), the sound is likely muted to emphasize natural narration and facial expressions. Furthermore, the meticulous placement of Foley effects (such as the sound of the product pumping, the texture of the hand, and the sound of a mirror being wiped) likely enhances the aural realism and tactile sensation of the "user experience." The combination of music and sound serves as a key element in enhancing the credibility of the entire commercial.
Filming Locations and Set Design: Luxurizing Everyday Spaces
The filming locations are broadly divided into two axes. First, the film was shot on a controlled studio set—close-ups of the product, scenes of its use, and close-ups of Jeon So-young were likely shot on a studio set, with precise control over lighting, reflections, and colors. Second, locations that represented an extension of real life—a modern apartment bathroom, a hotel lounge, a sophisticated living room, etc.—would have been used to naturally connect the "changes in everyday life." The set design would have been minimalist, yet utilized textures (wood, antique metal, ceramic, etc.) to enhance the premium image of the product.
Costume, Hair, and Makeup: Sophistication in Naturalness
Jeon So-young's styling likely aimed for a balance between "neutral sophistication" and "friendliness." The clothing would have been simple tops or knits in neutral tones (white, ivory, khaki, gray), or jackets with soft textures to highlight the subject's face and skin. The male model's outfit would have been casual shirts or neat jackets, creating a natural visual of the "changes in everyday life." Hair and makeup were minimally retouched, and the skin was likely finished with a glowing makeup look that emphasized a healthy glow.
NGs During Filming and Making-of Episodes: Details on the Set
Beauty and skincare shoots hinge on small details. Multiple retakes likely occurred due to factors like the amount of pump, the sheen of the product texture, the angle of the hand, and the degree of reflection on the skin. For example, if the cream dispensed from the pump appeared differently depending on the camera angle, the props team would immediately adjust it. The director likely pointed out subtle shifts in Jeon So-young's eyelashes or facial expressions, leading to multiple retakes. Behind-the-scenes footage captured Jeon So-young harmonizing her acting tone with the staff during breaks in filming, a food and product stylist checking the product's application and shine, and heartwarming moments where the staff lightened the mood with small jokes during extended wait times. These are behind-the-scenes moments that will captivate fans.
Conclusion
ULOS's "Who will be the new male lead of ULOS?" This commercial clearly communicates product features while also elevating the brand image through emotional storytelling. Jeon So-young's meticulous acting, sophisticated photography and lighting, and delicate sound design combine to create a short but impressive campaign.