영상트렌드, AI영상 트렌드, 마케팅 트렌드, 스타트업 마케팅

[Project Deconstruction] Suhyup Bank Brand Film: Capturing the Philosophy of the Sea with Technology

The most powerful ideas are often the simplest. For Suhyup Bank, our core idea was a single word: "the sea." However, turning this simple word into a one-minute video that everyone could resonate with was a most complex and sophisticated process. Here, we share the journey of discovering the essence of a brand and translating it through technology.

The Vision: 'The Sea' as a Vessel for All of Life

Our starting point was the identity of Suhyup Bank: the only bank in Korea specializing in maritime and fisheries finance. The key to symbolically representing this unique identity was none other than "the sea."

We wanted to express the sea, but we chose to avoid direct imagery like the sweat of fishermen or marine life. To convey the reliability and universality of a major financial institution, we focused on the "philosophy" of the sea. Like the way it embraces the three sides of the Korean Peninsula, it possesses a steadfast stability. It is ever-changing, yet generously accepts everything. We saw this philosophy of the sea as a representation of Suhyup Bank's role in encompassing diverse generations and lifestyles.

Thus, we decided to fill the grand vessel of "the sea" with the ordinary yet precious "Slice of Life" moments that surround us.

The Breakthrough: The Most Ordinary Faces, The Most Extraordinary Colors

As this project was to be created 100% with AI, we established two crucial technical standards.

First, we had to break away from the typical stereotypes of AI. Standard AI tends to generate unrealistic figures that reflect a specific aesthetic. We focused on realizing the "true ordinariness" of diverse people you would see around you. By excluding specific intentions and conducting countless tests, we perfected a "Real Life Look" that captures the natural appearance of the everyday people we encounter.

Second, in a paradoxical attempt, we used hyper-advanced AI to achieve a deeply analog sensibility. To add warmth and depth to the video, we adopted a legacy color grading method once used in film. By layering the colors and textures of analog film onto digitally generated images, we infused a human warmth that technology alone cannot express.

The Direction: Designing the Unseen

The figures in the video are not mere models. We clearly defined the target audience and professional group each character represents—such as a young professional just starting their career, a working mom, and a head of household nearing retirement—and embedded their narratives into their expressions and backgrounds.

Furthermore, we determined that the role of the voice delivering the video's message was paramount. From dozens of voice actor candidates, we carefully selected the one who could best express the "temperature" and "depth" of the message. The music was also meticulously directed to perfectly harmonize with the emotional arc of each scene.

Lessons Learned: When AI Meets Human Sensibility

This project demonstrated the potential of AI technology to deeply engage with human emotion. However, we believe that more important than the wonders of technology is the answer to the question of what we "choose" and "direct" within it to breathe soul into a brand. Technology is the most powerful tool for turning imagination into reality, but it is ultimately the human touch that adds depth. Palette is opening a new era of technology with this "power of the human insight."