Brand and Core Message
Taling is a platform that supports personal growth and goal achievement, centered around its brand identity of "changing lives through learning." This 60-second spot goes beyond simply promoting a course, emphasizing the moment when resolutions turn into action. The ad features Kim Se-jeong and Julien Kang, two figures with strong public relevance and trust, focusing on inspiring viewers to feel a sense of empowerment. The core message is clear: this year, let's not just settle for a simple resolution, but start learning with Taling and make a difference—and that change is made possible by the platform's diverse classes and experienced instructors. The brand tone is warm, realistic, and motivational. It simultaneously leverages emotional resonance (Kim Se-jeong's sincere expressions, Julien Kang's encouragement) and functional persuasion (visual elements suggesting course reviews and examples of results) to build trust and drive action.
Concept and Storytelling Structure
The ad concept is "From Resolution to Action." The 60-second video was likely divided into three segments. The first segment builds empathy through everyday scenes that reveal concerns and hesitations (such as late-night conversations in front of a laptop and plans written on a notepad). The middle segment features Kim Se-jeong and Julien Kang, visualizing the "first step toward action" through scenes of actual classes, mentoring, and small successes (such as first completions and feedback). The final climax is an emotional transition, with the message, "This year will be different," seamlessly transitioning to the Tal-ing logo and service calls (app download, course registration page links). The editing maintains a sense of urgency, but also incorporates ample pauses to maintain the emotional impact, enhancing immersion. Furthermore, the inclusion of realistic details (stickers on a desk, small goals written on a whiteboard) adds a sense of familiarity to viewers, ensuring they perceive the video as a message of encouragement, not just a simple advertisement.
Music and Sound Design
The soundtrack is a key element influencing the emotional arc of an advertisement. This spot is likely to begin with a soothing piano or acoustic guitar, gradually building to a rhythmic, hopeful mood in the middle. The music uses a restrained arrangement to express initial hesitation, while the melody rises when Kim Se-jeong offers advice or when success occurs, amplifying the positive energy. Vocal narration is kept to a minimum, allowing the actors' natural dialogue to maintain a sense of realism. Sound effects, appropriately incorporating everyday sounds like typing, page turning, and clapping, reinforce the realism of the scene. The direction, particularly the reduction of a beat in the music just before the final message to reinforce the narration, leaves a strong impression on viewers.
Filming Locations and Location Selection
The locations were chosen to convey both "everyday life" and "spaces of inspiration." We chose spaces that anyone would encounter in their daily lives, such as personal workspaces, cafes, studio-style classrooms, and outdoor park benches, to enhance accessibility. The interior shots were shot in a warm and friendly setting, maximizing natural light. The prop placement hinted at the diversity of the "탈잉" class (design, cooking, marketing, etc.). Julien Kang's scenes were shot in a more professional studio setting, emphasizing the mentor's expertise, while Kim Se-jeong's scenes were shot in a home or personal space, creating an atmosphere that viewers can easily identify with. The cinematographer meticulously adjusted the focus and depth of field for each scene to capture the protagonist's facial expressions and subtle actions. The editing was designed to seamlessly connect the cuts while maintaining an intuitive yet natural flow of emotion.
Costume and Styling Details
Kim Se-jeong's outfits are composed of a casual yet approachable style. Comfortable knits, denim, or light shirts are paired with outerwear in natural tones, emphasizing her "personal presence" in everyday life. Julien Kang's outfits, with a touch of formality, focused on establishing a trustworthy mentorship. The color palette was unified with white, beige, and pastel tones, while key props (notebooks, pens, cups, etc.) featured brand colors for enhanced visual connection. The makeup focused on natural, healthy-looking skin, and the hair was styled with a clean, dynamic style to capture the actress's natural personality and credibility.
On-set Stories and NG Moments
On-set moments are bound to spark small moments of laughter and improvisation. Kim Se-jeong's characteristically bright energy led to a subtle laughter during a long scene, leading to an NG. However, the director and staff embraced this and brought out a more natural expression in the next take. For her scenes with Julien Kang, tone control was crucial. After several rehearsals to establish the dialogue tempo, the filming team successfully captured the natural mentor-mentee relationship. Another incident occurred during an outdoor shoot, when a sudden surge of wind caused props to sway. The filming crew quickly compensated with reflectors and windbreakers, creating an opportunity for emotional backlit shots. These small moments added a human touch to the final result, enhancing the authenticity of the advertisement.
Marketing Impact and Utilization Tips
This advertisement focused on increasing brand conversion rates by combining emotional empathy with action.