YUPOONG 50th Anniversary
YUPOONG
Period
2024
Format
Anniversary Film
Location
Seoul
Overview
A heritage passed down through generations built on 50 years of craftsmanship and dedication
Thematic
clarifying the brand
What We Did
Live-action filming, factory filming, archival research, motion graphics
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.
Watch
YUPOONG 50th Anniversary
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."
Yoonseop Kim
Director
Credit
Director
Executive Producer
Assistant Director
Producer
Art
Cinematographer
Camera First
Lighting
Writer
Yoonseop Kim
Minseok Kim
Shiheon Lee
Diane Yoo
Hoyoung Cho
Seungchan Baek
Jaehee Han
Seokho Lee
Nari Lee
Credit
DirectorYoonseop Kim
Executive ProducerMinseok Kim
Assistant DirectorShiheon Lee
ProducerDiane Yoo
ArtHoyoung Cho
CinematographerSeungchan Baek
Camera FirstJaehee Han
LightingSeokho Lee
WriterNari Lee
