HERITAGE MEETS CONTEMPORARY - SULWHASOO / PART. 2
How do we give an edge to our creations at Compound Collective?
In the previous post, we shared our overall vision towards capturing Sulwhasoo’s reimagined brand identity and their signature bestseller First Care Activating Serum 윤조에센스.
Today, we are shifting our focus to the subsequent generation of the same product, offering you a closer glimpse into how we give our experimental touch to tell authentic stories for our clients.
The product’s remarkable anti-aging properties have already been well-versed for long among mature circles in Korea. Our goal was to spread the word about it to the younger crowds by speaking their digital language, while also highlighting its newly rejuvenated, award-winning product design.
We’ll talk about how we chose to illustrate these two points:
1. Highly advanced formula created to activate and boost the entire skincare
2. New product design inspired by baekja, the Korean traditional white porcelain
Getting Creative While Keeping It Simple
Sulwhasoo is the original brand to introduce to the skincare world ginseng - Asia’s most revered plant. Until this day, they continue to draw inspiration from tradition and heritage to create the most advanced formulations to bring multiple benefits to the visage.
With this as a background, we loved the idea of connecting this concept of Eastern wisdom to a fortune cookie message, which often leaves us with inspiring words about the future.
Who doesn’t love cracking one at any given chance? Our client agreed.
So, the initial copy we wrote was: “Your radiant skin awaits you…” to leave an aura of curiosity and excitement to the viewer.
But, our client didn’t buy it, so we had to think again.
“How would we describe this product and what call-to-action did we want to ring?” we thought.
And that is how our final copy became, “Start with the best.” Simple and direct.
But Some Things Don’t Need Words…
We have upon us today a fierce battle of short-form video content, and while a strong copy always has the power to grasp anyone’s attention, some of the most successful ones… barely require any text.
The next two videos do not have a copy. They don’t need one.
The new bottle vividly exudes the translucent beauty of the Korean traditional white porcelain, enough to transform a dressing table into a pedestal. Our client regards the product as a pure work of art, and truth be told, we wholeheartedly concur that it undoubtedly is a work of art from inside and out.
As you can see, we chose to present this in two different audiovisual renditions: one that is abstract and reticent, while the other is a bold display from a myriad of angles. Both of them are equally capable of attracting attention in mere seconds – all without the aid of a textual message.
And the numbers don’t lie: these two currently have the highest views from the 5-part series.
Moreover, operating the MCC (motion-controlled camera) was an absolute pleasure and it added to the overall enjoyment of the project.
To End…
Each production company has its distinct approach to interpreting and conveying a message for its clients. For us, we relish in getting inventive and original, whether it be choosing unconventional camera angles, collaborating with music producers to create vibrant music, or crafting engaging and witty copy. This is what enables us to make distinct and captivating content that sets us apart.
