NH pay × Byun Woo-seok — Behind the Scenes of the "Same Card, Different World" Advertisement
NH pay's latest campaign, "Same Card, Different World," conveys the message of "solving various situations with one service" through actor Byun Woo-seok's calm yet trustworthy image. This article details the brand positioning and campaign concept, music and sound design, filming locations and set direction, costumes, hair and makeup, NGs and behind-the-scenes footage, and other highlights for fans and marketers.
Brand Positioning and Campaign Concept
NH pay has always prioritized accessibility and reliability in its simple payment and financial services. The "Same Card, Different World" campaign visually conveys the message that a single payment method (card and app) can flexibly address a variety of user situations—leisure, business trips, family, shopping, and more—with a single service. Byun Woo-seok embodies a "trustworthy service" with a calm yet commanding presence. The advertisement emphasizes moments of experience (reactions and exclamations) rather than functional explanations, aiming for emotional resonance.
Video Directing and Storytelling
Advertisements typically follow the structure of "problem presentation → NH Pay usage → moment of resolution → exclamation or witty conclusion." The directing focuses on realistic, small-scale, "life-like situations," making it easy for viewers to identify with the content. The camera work delicately captures the characters' facial expressions and hand movements (payment gestures, screen checks), and close-ups convey the intuitiveness of the UI (app screen). The cut transitions are fast-paced, but the tempo slows down during key user experiences to linger on the user's "satisfaction."
Music (BGM) and Sound Design — Utilizing UX Sound
In this advertisement, sound goes beyond simple background music, focusing on designing the "user experience (UX)" through sound. The basic background music uses a modern and comfortable minimal pop/electronic soundtrack to capture the brand's contemporary sensibility. The key is the placement of UX sound effects. Short system tones, such as payment completion sounds, notifications, and tag sounds, are arranged in sync with the ad rhythm, creating a tangible sense of "action → feedback." Furthermore, the emphasis on Foley moments (e.g., card swipes, screen touches, receipt sounds) allows viewers to experience the functionality not only visually but also aurally.
Filming Locations and Set Direction — A Balance of Realism and Control
The locations appropriately blend indoors (home, cafe, office) with some outdoor scenes (streets, parks, etc.) to convey the context of real life. However, key usage scenes and UI close-ups were likely filmed on a controlled studio set, maximizing screen readability and lighting control. The set features a simple, modern interior, designed to highlight the brand colors and app screens. Props (cups, wallets, bags, etc.) naturally reinforce the context of the scenes.
Clothing, Hair, and Makeup — Byun Woo-seok's Image Strategy
Byun Woo-seok's styling focuses on "trustworthiness in everyday life." Clean shirts, knits, and semi-formal jackets evoke a sense of trust without being overdone. The color palette, centered on neutrals, avoids clashing with the brand's visual elements. Hair and makeup are carefully adjusted to a natural level, ensuring that skin tones and eyes appear stable, especially in close-up shots. This aligns with the advertising intent of "focusing on the user's face."
Photography Techniques and Lighting Points
Close-ups frequently utilize shallow depth of field (reduced depth of field) to clearly highlight the UI and hand gestures. Soft lighting is the primary lighting, but key and backlight are often appropriately divided to ensure readability, effectively illuminating both the subject and the device screen. Polarizing filters and diffusers are also likely utilized to manage reflected light (prevent glare on mobile screens).
NGs and Making-of Episodes — Details from the Scene
NGs in app and UI-centric ads often stem from timing, reflection, and sound sync issues. For example, a slight misalignment between screen animation and an actor's hand movements necessitates reshoots. Furthermore, if reflections on a mobile screen or ambient lighting impair legibility, the props and lighting teams immediately begin correcting the situation. Fans will appreciate scenes from the making-of, such as actor Byun Woo-seok's subtle ad-libs while harmonizing with the director, humorous interactions with the staff, and the rehearsal of custom UX sounds (payment sounds). Technical moments where the product team adjusts UI animations in real time will also be fascinating behind-the-scenes.
Points to Watch and Expansion Ideas for Fans and Marketers
Sound Analysis: Organize the placement of UX sound effects in your ads with screenshots and timestamps, and expand upon them with a "Sound UX Commentary" post.
Screen Capture Guide: Capture details like text and icon placement and button sizes in UI scenes to create review content from a "user perspective."
Look Reenactment Content: Organizing Byun Woo-seok's outfits (presumably items and brands) with images and links will help attract readers interested in fashion.
Making Clips: When releasing a making-of video, create a series of posts featuring excerpts from NGs, rehearsals, and staff interviews.
SEO Tip: Incorporating key keywords like "NH pay," "Byun Woo-seok," "Same Card, Different World," and "Behind the Scenes of the Advertisement" naturally into the title and first paragraph will boost search traffic.
Marketing Interpretation and Expected Results
The "Same Card, Different World" campaign goes beyond simply introducing features to emotionally expand the brand experience. The active use of UX sounds and realistic scenes are expected to drive high viewership and share rates on digital channels (YouTube, Instagram, and short-form). The use of a trusted model like Byun Woo-seok will provide scalability to reach even the middle-aged and older demographics, positively impacting service reliability. Expanding the campaign with making-of posts and user-participatory challenges (e.g.,#The_Different_World_I've_Experienced) can further increase the impact of UGC.
Conclusion
This NH Pay × Byun Woo-seok ad is a successful digital spot, combining the actor's trustworthy image with UX-focused sound and visual direction.