In South Korea, the options of what women can be are still limited. This spot is trying to expose the possibilities of what women can achieve.

We are all different, with our own personality. And that's what makes us unique, that's what makes us phenomenal.

“We'd like to make it really personal, so the whole tone needs to be organic”: that's how the music meeting kicked off. The tempo, tone and melody, all needed to have their own human element.

The pacing is the most important part of this project. We needed a track that felt like it was coming out of a human body. The pace of the music gradually builds up, in an emotional crescendo, similar to the heartbeat after an intense workout session. The filtered guitar and strings also feel part of a climactic and intimate soundtrack, speaking to every single woman rather than all women.

Throughout the campaign, we gradually took off the filter, as a metaphor for the music being released out of the body.