FLEXFIT Lyocell
YUPOONG
Period
2023
Format
Product Film
Location
Seoul
Overview
A product promotional video that presents the eco-friendly characteristics of lyocell fiber extracted from eucalyptus and the innovative technology of FLEXFIT, showcasing new possibilities for caps through 3D visuals.
Thematic
From nature to technology, sustainable innovation
What We Did
3D modeling, material and product visualization, process animation
Context
Lyocell is a natural cellulose fiber extracted from eucalyptus trees, boasting an eco-friendly production process where over 95% of solvents are recycled, along with excellent moisture absorption and antibacterial properties, making it a next-generation sustainable material. However, lyocell's inherent softness and draping qualities, which are its strengths, became disadvantages in cap manufacturing. The material's poor shape retention made it difficult to ensure structural stability in caps. YUPOONG overcame these material limitations with their proprietary FLEXFIT technology, developing innovative caps that combine eco-friendliness with functionality.
Challenge
We needed to communicate lyocell, a B2B material, through an intuitive narrative that even general consumers could understand. The key challenge was to visually implement the scientific changes occurring at each stage while connecting the entire process—from tree to fiber, and fiber to finished cap—into a single cohesive story.
Solution
We established the natural cycle beginning in eucalyptus forests as the main narrative and organically connected the entire process from tree growth to lyocell fiber extraction, FLEXFIT technology application, and final product completion through 3D animation. The microscopic structure and characteristics of lyocell fibers were expressed through close-up macro shots, while the eco-friendly message was consistently implemented through natural color schemes and organic form language.
Watch
FLEXFIT Lyocell
From the Team
"Capturing the moment when the innovative lyocell material meets FLEXFIT technology was the core of this project. It was meaningful to implement YUPOONG's technological spirit of challenge for a sustainable future in 3D, beyond a simple product introduction."
Yoonseop Kim
Director
Credit
Director
Executive Producer
Assistant Director
Yoonseop Kim
Minseok Kim
Shiheon Lee
Credit
DirectorYoonseop Kim
Executive ProducerMinseok Kim
Assistant DirectorShiheon Lee
