Selected / 2025
MUSINSA China
- Work
- Campaign
- Client
- MUSINSA CHINA
- Year
- 2025
To mark MUSINSA’s launch in China,
we created a launch campaign featuring ENHYPEN’s Sunghoon as the brand ambassador.
we created a launch campaign featuring ENHYPEN’s Sunghoon as the brand ambassador.
With both the brand and the model already set,
the challenge was to define what the collaboration between MUSINSA and Sunghoon could mean.
We focused on the practical simplicity of MUSINSA’s basic items
and how they blend naturally into everyday style.
the challenge was to define what the collaboration between MUSINSA and Sunghoon could mean.
We focused on the practical simplicity of MUSINSA’s basic items
and how they blend naturally into everyday style.
“Create Your Own Perfection”
— a message that perfection isn’t a fixed answer but something shaped in one’s own way.
The campaign builds on an urban yet realistic mood,
capturing the balance between refinement and everyday authenticity.
— a message that perfection isn’t a fixed answer but something shaped in one’s own way.
The campaign builds on an urban yet realistic mood,
capturing the balance between refinement and everyday authenticity.
The concept unfolds across three series,
highlighting the brand’s modern sensibility and Sunghoon’s understated presence:
MY ROUTINE / SOFT CONFIDENCE / EVERYDAY CHALLENGE
highlighting the brand’s modern sensibility and Sunghoon’s understated presence:
MY ROUTINE / SOFT CONFIDENCE / EVERYDAY CHALLENGE
Despite the large number of looks, the entire shoot ran seamlessly—
Thanks to a highly skilled crew and great teamwork.
It was one of those rare projects that reminded me how fun a shoot can be.
Thanks to a highly skilled crew and great teamwork.
It was one of those rare projects that reminded me how fun a shoot can be.
It felt new and rewarding to see our campaign showcased across cities in China—
a reminder that the work can travel farther than we expect.
a reminder that the work can travel farther than we expect.
Client : MUSINSA CHINA
Producer: Im Gapchun, Bongchul Kim
Creatives : Soyoung Heo
Film : Studio NMW, Im Yeseong
Photographer: Jungwook Mok
Producer: Im Gapchun, Bongchul Kim
Creatives : Soyoung Heo
Film : Studio NMW, Im Yeseong
Photographer: Jungwook Mok