We know him for starring as the leading man in Fight for my way, What’s wrong with Secretary Kim, and Itaewon Class… but from seeing him play roles on television and streaming platforms, he comes in as BYS Philippines’ newest endorser to give us a whole new virtual experience.
We’re talking about no other than Park Seo-Jun, or PSJ as some fans would like to call him.
Both from the fan stand-point and the agency behind the trending commercial’s, the PSJ experience was a dream come true.
So how exactly did a start-up company come through with, as per the words of Arsenal Content Marketing’s CEO, André Tani, such a “fun, wild, and inspiring” outcome?
Well, months and months on end of planning and ideation.
Upon hearing about the project early in 2019, Creative Director Ray Velez was VERY happy: “he (PSJ) has a very dynamic range of acting skill, a full range of emotions. This allowed us to be creative with our angles”
And creative it was!
In a span of 10 months, they came up with various executions – this being specifically challenging; Taking on a male ambassador for a makeup brand, without having him as the user of the products.
The winning concept:
Playing around the idea of a dream in POV, the set design and wardrobe were inspired by the four seasons. This concept was tied to PSJ’s wide range of on screen personas.
The final output:
The scene fades from black, transporting us to the entrance to a lovely garden, a white arc, ambient sounds of birds chirping in the background. And as if he was expecting us, we are welcomed in by no other than Park Seo-Jun. He says a few swoon-worthy lines, leaning towards him expressing his date (THAT’S US!), should be the extra in the ordinary.
The Challenge
Before the spike of COVID-19 cases worldwide, Arsenal’s original plan was to personally man the shoot in Korea – but due to the hazzards the pandemic, this was deemed unadvisable. Hence, partnering up with a Production house based in Korea to co-direct with them, on location in Korea. This production team also had their input, which improved the concept, tailor fitting it to PSJ himself.
How did this pull through? Well, Technology!
Through a virtual meeting set up via Zoom, the PH team was able to man the production remotely – video, photo, and audio.
24 hours after the launch, the post’s reach was at around 96 Million worldwide.
And as of writing, 36 hours after the commercial was posted on BYS Cosmetics Philippines’ Facebook Page, it has now garnered a total of 46.9M in reach, 649.8K interactions, 627.5K shares, 21.5K likes and 1.6K social mentions, locally.
Truly, the numbers speak for themselves, and justifies André’s statement: he believes that this is probably the biggest release they have had in 2020.
Here’s to more True, Bold, and “Fighting” projects to come!