YUPOONG 50th Anniversary
YUPOONG
Thematic
clarifying the brand
What We Did
Live-action filming, factory filming, archival research, motion graphics
Watch
Context
YUPOONG wanted a commemorative video for its 50th anniversary that conveyed its identity and heritage as a company that has been making hats for 50 years. They wanted to capture the philosophy and determination of founder Chairman Cho Byung-woo, and the pride of being the No. 1 global headwear manufacturer, while also highlighting the innovation of the FLEXFIT® brand. In particular, storytelling using photographic archives and product catalogs from the past 50 years was a key request.
Challenge
We had to tell 50 years of history in five minutes while building an emotional narrative. The creative challenge was to make what could be dry company history interesting in a relatable way. We also had to reorganize 50 years of archival material in various forms into a consistent style. The technical goal was to create motion graphics with the elegance of calligraphy.
Solution
We used a device called 'scrapbooking' to effectively organize 50 years of history. We filmed a live-action scene of Chairman Cho Byung-woo and his grandson making a scrapbook together, and naturally realized the historical materials on each page with motion graphics. In particular, the handwriting of Chairman Cho Byung-woo recalling the key moments of YUPOONG's history touched the employees. We used abundant visuals such as overseas factory footage and product catalogs to convincingly express YUPOONG's global manufacturing capabilities and brand pride.
From the Team
“The key challenge was to capture the philosophy of YUPOONG, which has been making hats for 50 years. We wanted to show how the company's heritage is passed down to the next generation through the warm medium of scrapbooking.”
Credit
- DirectorYoonseop Kim
- Executive ProducerMinseok Kim
- Assistant DirectorShiheon Lee
- ProducerDiane Yoo
- ArtHoyoung Cho
- CinematographerSeungchan Baek
- Camera FirstJaehee Han
- LightingSeokho Lee
- WriterNari Lee