2022 Shinhan Group Campaign
Client
Shinhan Group
Agency
Cheil Worldwide
PD Production
GOOGGOOG
My Role
Graphic & Motion Design | Styleframes
Final Production
Cheil Worldwide came to me through my previous motion work for the National Hangeul Museum, seeking the same collage-driven graphic sensibility for a Gen Z-targeted Shinhan campaign.
Storyboard with graphic styleframes
Graphics couldn't start until the film edit was locked, leaving almost no time.
Built a parallel workflow, designing all layouts and animation keys
in advance so footage could drop straight in on arrival.
3 systems guided every visual decision.
Collage logic
Analog textures layered over digital elements, never fully flat.
Torn paper edges and halftone grain kept the system from feeling too polished.
Motion timing
Fast and abrupt on purpose.
Two-frame cuts with no easing, designed to feel sudden rather than smooth.
Color
Built on Shinhan's brand palette,
pushed toward mint and lemon yellow to amplify the boldness Gen Z expects.
10M+ YouTube views. Won the Good Advertisement Award Selected by Consumers that year.
Credit
Cheil Worldwide
Creative Director
Yeonju Im
GOOGGOOG
Executive Producer
Minsik Kim
Live Action
Director
Uyeong Ryu
Post-Production
Motion Graphics
Hyun Lee
Hyunki Kang
Producer
Seongho Min
Chanhui Kim
AD
JongO Lee
D.O.P
Junbae Park
Gaffer
Gwibung Park
Art
Yunhui Kim
Stylist
Jeong Kang
Hair&Make-up
Hankyeong Choi
Model Agency
Ready Ent.
D.I
Namsec
2D
August
Music, SFX & Mix
Kingkong Sound
Sound
Audio PD
Hwang Inu