Projects Archive

GENESIS G70 상모 퍼포먼스 CF

For the GENESIS G70 campaign, aplan-company presented a sangmo performance from Korean traditional yeonhui and produced the making film. Shot on location in Portugal, the direction visually linked the arc traced by the spinning sangmo ribbon to the driving line of the car. The core of the work was ensuring the traditional movement was not consumed as exotic material but layered onto the product's own language of speed and balance. We handled performance composition, on-site direction and the making-of film together. See traditional movement become the language of a brand.