Projects Archive

노트북 9 Always 퍼포먼스 CF

aplan-company directed the performance sequence for Samsung Electronics' Notebook 9 Always commercial. The product's core values — lightness and endurance — were translated into bodily movement, planned and staged as a performance sequence carried within the frame. Built around performance executed live on set, the piece achieved a real rhythm rather than relying on post-production graphics. Performer casting and blocking were designed from the storyboard stage so the choreography breathed with the message of the ad. It was an exercise in carrying the language of a product into the language of the body.