Shinhan Card Recruitment
Shinhan Card
Period
2022
Format
Motion Graphics
Location
Seoul
Overview
A recruitment video that breaks away from the traditional image of the financial sector, expressing creative and free corporate culture through collage motion graphics
Thematic
Creative Freedom, New Face of Finance, Generational Empathy
What We Did
Collage Motion Graphics, Creative Direction, Editing, Sound Design
Context
While all companies want smart and future-oriented talent, Shinhan Card attempted to differentiate in how they attract talent. Traditionally, the financial sector has recruited talent with a formal image emphasizing stability, reliability, and conservatism. However, as the MZ generation emerged as the main players in the job market, a new approach was needed that reflected the values they prioritize—creativity, autonomy, work-life balance, and horizontal culture. Shinhan Card put forward a 'casual and free-spirited atmosphere' to break away from the rigid image of existing financial companies. This was strategic communication that went beyond simple marketing strategy to convey the message that they were actually innovating organizational culture. Particularly, by utilizing various lifestyle data and trend insights that the card company possesses, they aimed to present the vision to applicants that 'your creativity can change customers' daily lives.'
Challenge
There was a balancing challenge of maintaining the trustworthiness and professionalism unique to the financial sector while simultaneously conveying a young and creative image. To avoid 'light feeling' being misunderstood as a 'light company,' we had to maintain the weight of the message while innovatively changing only the expression method. It was also challenging to express the appeal of various positions—marketing, data analysis, digital innovation, customer service—in one unified visual language. Within a short running time, we had to capture Shinhan Card's innovation, growth potential, and joy of working, while creating an addictive video that could hold applicants' attention to the end. Above all, establishing a unique identity clearly distinguished from other financial companies was the core challenge.
Solution
We adopted the unique visual language of collage motion graphics to express Shinhan Card's diverse aspects. We created dynamic screens by rhythmically combining various elements related to the card company—cards, numbers, data visualization, lifestyle images. Each scene was composed of short cuts between 0.5 and 2 seconds, creating a speedy development that couldn't take eyes off from start to finish. Typography was used as a key tool for message delivery. Keywords like 'innovation,' 'challenge,' 'growth,' and 'joy' were expressed with various fonts and animations, while consistently applying Shinhan Card's brand colors to maintain unity. Especially to implement the 'light but not light' tone and manner, we cross-edited humorous elements with serious messages. The sound was based on electronic beats, but restrained sound for important messages to maximize impact. Ultimately, we visually implemented Shinhan Card's talent vision of 'work freely, value work seriously.'
Watch
Shinhan Card Recruitment
From the Team
"Breaking the stereotypes of financial sector recruitment advertising was an enjoyable challenge. We wanted to show that Shinhan Card wasn't just 'pretending to be young' but was genuinely creating an innovative organizational culture. The core of this project was finding the balance point that visualized diversity and creativity through collage technique, expressed dynamism with fast tempo, while not losing credibility as a financial professional company. As a result, I think we were able to create a video that stimulates the desire to 'work at a place like this.'"
Yoonseop Kim
Director
Credit
Director
Executive Producer
Assistant Director
Yoonseop Kim
Minseok Kim
Shiheon Lee
Credit
DirectorYoonseop Kim
Executive ProducerMinseok Kim
Assistant DirectorShiheon Lee
