Summary
We aimed to strengthen the communicative power of the Hollychual brand by using AI tools to concretely visualize its values, which had previously been defined in abstract language.
Through this approach, consumers can more intuitively grasp the brand’s core essence.
In addition, we applied diverse visual approaches to broaden the scope of brand content expression and to expand the brand’s universe from multiple perspectives through rich visual elements.
The final output was produced as a video, with all components—including visuals, narration, sound effects, and background music—created using AI tools.
Please turn on the sound and enjoy.
Process 1. Selecting the Theme
We redefined the current identity of the Hollychual brand and selected a theme that could expand its worldview through the use of AI.
Recognizing the limitations of expressing brand values solely through abstract language, we identified the need to enhance communication effectiveness by leveraging AI.
While the brand currently communicates through realistic, photography-based visuals, our goal is to diversify these expressions using AI-generated imagery to convey the brand’s values more vividly and effectively.
Process 2. Refining the Brand Language Using Chat GPT
We aimed to create a worldview that integrates the two concepts of Hollychual’s tangible products and its conceptual values.
After providing Chat GPT with a brief description of the brand, we extracted words that encapsulate Hollychual’s essence from its product names and defined them as a single overarching concept—“the power of innovative aesthetics.”
This concept was then expanded into four detailed sub-concepts from a brand experience perspective. In the second approach, we translated the brand’s abstract values into concrete concepts.
After removing duplicate keywords, we reorganized those aligned with the brand’s values and incorporated them into the video narration.
Process 3. Utilizing Midjourney
Based on the four previously derived concepts—“Eternity and Reinvention,” “Organic Connection and Resonance of Senses,” “Authenticity and Self-Discovery,” and “Harmonious Balance of Life”—we conducted ideation sessions to explore how these ideas could be visualized.
Using Midjourney, we generated a wide range of visuals to concretize and visually express each concept.
By leveraging Midjourney’s creative image-generation capabilities, we produced distinctive visuals that aligned with each theme.
Multiple visual options were compared and reviewed to ensure that the brand’s message was conveyed with visual consistency and coherence.
Eternity and Transformation
Layers of overlapping waves, infinitely blossoming flowers, flowing ripples, and
endlessly reflected spheres symbolize eternal vitality and the ceaseless transformation and rebirth of life.
endlessly reflected spheres symbolize eternal vitality and the ceaseless transformation and rebirth of life.
Sensory Connection
Visualizing the quiet immersion within water and the sensations of light, wind, and vibration, this concept
expresses emotional connection, deep focus, and the interactive energy that flows through sensory harmony.
expresses emotional connection, deep focus, and the interactive energy that flows through sensory harmony.
Authenticity & Self discovery
Through the imagery of maintaining bodily balance and gazing at one’s reflection in the mirror,
this concept conveys the authenticity of life and the discovery of a true, whole self.
this concept conveys the authenticity of life and the discovery of a true, whole self.
A harmonious balance
Through objects representing balance, meditative postures, and
focused breathing, this concept expresses inner peace and the harmony of the mind.
focused breathing, this concept expresses inner peace and the harmony of the mind.
Process 4. Runway 활용하기
To enrich the visuals and convey the brand’s worldview in a more dimensional way, we used Runway to transform the generated visuals into video form.
Static images created with Midjourney were expanded into dynamic content by adding movement and narrative flow, allowing the visuals to evoke deeper emotion and engagement.
Process 4. Utilizing ElevenLabs & Suno
To make the videos produced with Runway more vivid and immersive, we used ElevenLabs to generate sound effects and narration.
Precise, finely tuned sounds were created to harmonize perfectly with each scene, adding an auditory depth that complements the visual storytelling.
The brand’s worldview—defined in the early stages of the project—was expressed through narration using a calm, soft, and meditative tone.
Finally, we used Suno to compose AI-generated music aligned with Hollychual’s brand identity.
To evoke a serene yet grounded atmosphere, we entered prompts for a slow-tempo cello bass composition, creating a tranquil soundscape that naturally connects the video’s story and emotional flow.
Process 5. Video Production in Premiere Pro
All visual, musical, sound effect, and narration elements were brought together and edited in Premiere Pro, where we adjusted color tones, timing, and volume to complete the final video.
This process—merging outputs from multiple AI tools into one cohesive piece—was both a technical challenge and a creative exploration.
Each AI tool excelled in its specific domain, but it was the organic integration of all tools that led to a polished and expressive final result.
Through this project, we discovered new potential for creating diverse, multi-dimensional content capable of conveying a brand’s message and worldview in richer, more immersive ways.
- Amorepacific Creatives
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