POSCO Online Art Tour
Posco
Period
2022
Format
Branded Content Series
Location
Seoul
Overview
An online exhibition tour series that recreated the museum experience disrupted by COVID-19 through digital content, providing a new art appreciation experience beyond offline through artist commentary and multi-angle filming techniques.
Thematic
Virtual Exhibition Tour
What We Did
Multi-angle Cinematography, Artist Interviews, Post-production
Context
POSCO Art Museum has been operating as an open art space with low barriers since its opening in 1998, hosting around 10 exhibitions annually including invited exhibitions of renowned domestic and international artists and competitions for discovering emerging artists. However, as the 2020 pandemic limited physical access to exhibition spaces, the museum faced the need for new communication channels. Going beyond simple exhibition documentation, POSCO Art Museum planned an innovative content series called 'Online Art Tour' to create an expanded art experience only possible in digital environments. This was an attempt to transform the cultural void created by physical distancing into opportunities through technological imagination, providing deeper and more multi-layered art appreciation experiences.
Challenge
We faced the dual challenge of minimizing sensory loss in translating the spatial experience of exhibitions into the flat medium of screens while simultaneously creating unique value inherent to digital media. Particularly, we needed to reinterpret each exhibition's unique aura and the materiality of artworks into visual language, constructing immersive narratives beyond simple documentaries. The core challenge was weaving exhibitions of different natures—from Nana and Felix's installation art to Kim Jiana's delicate ceramic work and rare collections from 'Where is Alice?'—into a consistent series while preserving each exhibition's uniqueness.
Solution
We adopted a differentiated approach developing customized visual grammar by understanding the essence of each exhibition. For Nana and Felix's 'Everything Falls Apart,' we utilized dynamic camera work and montage techniques to capture urban dynamism. The 'Where is Alice?' exhibition adopted a VLOG format to create an intimate perspective as if viewers were exploring the exhibition themselves. Kim Jiana's 'Time of Clay, Memory of Light' employed cinematic filming using macro lenses and various lighting angles to capture the delicate texture of works and changes in light. Centered on artists' voice commentary, we deeply conveyed the creative process and philosophy, realizing direct communication with creators impossible in physical exhibitions. By utilizing online platform characteristics to enable repeat viewing and section selection, we designed an active experience where viewers could appreciate and understand works at their own pace.
Watch
POSCO Online Art Tour
POSCO Online Art Tour 『Time of the clay, Memory of Light』
POSCO Online Art Tour 『WHERE IS ALICE』
POSCO Online Art Tour 『WHY I DRAW』
From the Team
"In transforming the crisis of the pandemic into an opportunity to expand art accessibility, we confirmed that digital media is not merely a substitute for reality but an independent platform capable of creating unique artistic value. The work of translating each exhibition's soul into digital language while adding new dimensions of appreciation was a meaningful experiment suggesting the direction for post-pandemic museums."

Yoonseop Kim
Director
Credit
Director
Executive Producer
Assistant Director
Cinematographer
Color Grading
Yoonseop Kim
Minseok Kim
Shiheon Lee
Seungchan Baek
Jongsung Lim
Credit
DirectorYoonseop Kim
Executive ProducerMinseok Kim
Assistant DirectorShiheon Lee
CinematographerSeungchan Baek
Color GradingJongsung Lim