Cannes Lions
FREENJOY, Los Angeles / BIG HIT ENTERTAINMENT / 2020
Overview
Entries
Credits
Background
YongSeok Choi (Lumpens) has been directing BTS’s music videos since 2014, building
creative trust and sharing the same artistic vision with BTS. So it was no
surprise when BTS’s team sent the track to Lumpens four months prior to our shoot to
provide enough time to cultivate the creative development. What was important to
Lumpens and BTS was to introduce a cinematic direction and narrative that can
emotionally connect with viewers while embodying the beauty of K-pop, featuring BTS’s
powerful choreography. Lumpens deeply explored its symbolic imageries and
significance to serve as visual tools to convey resilience, strength and hope.
Idea
“ON” takes us on a cinematic journey where BTS unfolds their narrative on resilience. It
focuses on a series of symbolic moments and religious metaphors to signify breaking
free from the ways of the past. In the storyline we see Jung Kook handcuffed in thorns
later freeing himself in sacred water, RM performing in front of Noah’s Ark and leading
the way past walls, and an explosive ceremonial dance break, marking a new beginning
filled with hopes and dreams as BTS ascend to a mountain peak.
BTS welcomes adversities as an opportunity for self-growth, modeling resilience and
strength. “ON” is not just another music video but a powerful visual anthem to remind
viewers that we can dream and break down any walls and barriers through
perseverance and unity.
Strategy
A strategy that helped us tremendously from pre-production to post was a 3D rendered
animatic video that Lumpens brilliantly created. One of the challenges we were aware of
going into the shoot was finding a solution to efficiently communicate and work with
Korean crews and local American crews. After locking in locations and receiving
production design illustrations, Lumpens created a 3D rendered animatic video of the
entire music video, shot by shot, including camera angles, so everyone was clear on his
creative vision. He essentially had the video completed and edited in his head by the
time we went into the shoot. The animatic video was extremely useful to troubleshoot
any creative challenges ahead of time and minimized any confusion with language
barriers.
Execution
“ON” was shot in 4 days across different parts of Los Angeles and averaged about 200
casts and crews each day. It was a big production with many moving parts, but we
understood the importance of pre-production to successfully execute the video of this
scale. They provided the prep time that was needed for location scout, production
design, and VFX. We started to scout locations 2 months in advance and Lumpens was
very intentional with the scale and the hyperreal qualities of each location to transform
into a futuristic post-apocalyptic world. Our production designer enriched
a heightened sense of reality with her intricately designed shipwreck and the fantastical
ceremonial temple that took three days to build. All in all, it was a three-month
collaborative project, involving many creatives to create something special and impactful.
Outcome
BTS’s team strategically planned two music video releases for the lead single “ON.”
First version titled “‘ON’ Kinetic Manifesto Film: Come Prima” went live upon album
release, garnering 46.5 million views in 24 hours. Leading up to the second release,
BTS made history by performing “ON” at the New York Grand Central Terminal for
Jimmy Fallon’s Tonight Show. The official “ON” music video broke YouTube record for
most views of a video premiere with 1.54 million concurrent viewers. ‘MAP OF THE
SOUL : 7’ landed their fourth No. 1 album on the Billboard 200 chart.
BTS continuously proves their deep connections with fans globally with songs and
music videos that spread positivity. They are a movement that is changing the
entertainment industry internationally, defying all odds. BTS continues to stand by their
truth, modeling self-love and acceptance, influencing the younger generation and
ultimately shaping the future of our society.
Similar Campaigns
1 items