2025 Torriden X Ganadi
Client
Torriden
Agency
Cheil Worldwide
My Role
Video Treatment | Graphic & 2D Motion Design
Final Production | Out-of-Home (OOH) Adaptation
Torriden needed a summer campaign that felt genuinely playful while staying true to the brand's core idea of hydration.
Working with Cheil Worldwide, I directed six videos across one full-length and five product-focused formats.
Pushed the agency concept further by giving each Ganadi character unique summer situations tied to the featured products.
Background design and character movement did most of the storytelling work.
Commissioned an original BGM track built around the Korean onomatopoeia "chok-chok-chok,"
a word used in K-beauty culture to describe deeply hydrated, dewy skin.
Worked with a producer and music director to develop a bright, bouncy track that matched the animation's tone from the first frame.
Ganadi's sketchy drawing style called for cel animation rather than clean vector paths.
Split the work between Majangbak Studio for key cuts and my own path animation for the rest,
keeping the visual language consistent across all six videos.
After release, the commercial’s ranked 1st on TVCF, Korea's leading commercial platform,
for most memorable commercial music and best eye-catching commercial.
Credit
Cheil
Worldwide
Creative Director
Hyojeong Kang
Production
Director
Hyun Lee
Post
Cel Animation
Mazangpark Studio
Creative Team
Haweun Chum
Ajin Lee
Producer
Seungtae Kim
AD
Jaehyung Kim
BGM
Jongje Baek
SFX & Mix
VERMUDA