Holiday Gifts with Sulwhasoo
Summary
Development of Luxury Visual Content for the Gifting Season
To elevate the desirability of the brand’s luxury gifting category and create content with strong global appeal for seasonal gifting campaigns, we needed a fresh approach—especially since the products themselves lacked significant newness at the time.
Traditional production methods, which are often time-consuming and resource-intensive, limited the potential for experimentation within our timeline.
To overcome this, we leveraged generative AI tools to explore new creative directions.
Using visual AI platforms, we produced fantasy-inspired imagery that captured the mood of the holiday season.
These visuals were then adapted using video-generating AI to create short-form video content.
The resulting AI-generated assets were published through the brand’s owned media channels during the holiday period and received engagement on par with traditionally produced content—validating the effectiveness of this innovative approach.
STEP 1. Getting Familiar with AI
We needed to confirm whether AI could accurately capture the unique mood of the Sulwhasoo brand.
This involved assessing the degree to which Korean-specific elements—such as tone, manner, and texture—could be rendered, and determining the appropriate direction.
A Korean mood, such as that evoked by a traditional Hanok, can be captured to some extent. However, the boundary between Korean and other East Asian aesthetics remains ambiguous.
▲ PROMPT: Several gift boxes, slightly larger than A4 size and wrapped in simple yet luxurious orange packaging, are placed within a Korean traditional Hanok interior space
▲ PROMPT: Several gift boxes, slightly larger than A4 size and wrapped in simple yet luxurious orange packaging, are placed within a Korean traditional house interior space
The organza (mesh) material of Sulwhasoo’s signature packaging, Jihambo, cannot be accurately rendered in terms of texture, thickness, or color.
▲ PROMPT: A orange box floats in the sky, and orange ribbons and petals pour out of the box. Sunlight shines down. Below the box, an orange cloth with 10% transparency flutters.
▲ PROMPT: Opaque mesh scarf. Sunlight. Wind blowing. Orange flower petals flying.
The more specifically the season is defined, the closer the output gets to the desired mood.
Confirmed the potential for creating a space reminiscent of Sulwhasoo’s Bukchon House.
Confirmed the potential for creating a space reminiscent of Sulwhasoo’s Bukchon House.
▲ PROMPT: Christmas atmosphere. A Christmas tree is shining in the dark lights. Orange boxes are piled up underneath. Korean style interior. Warm tones. Snow is falling outside the window.
Korean style interior. It is snowing outside the window. There are orange boxes under a large tree. The boxes are simple in shape and without ribbons. Yellow lights softly illuminate them.
Korean style interior. It is snowing outside the window. There are orange boxes under a large tree. The boxes are simple in shape and without ribbons. Yellow lights softly illuminate them.
STEP 2. Aligning with Existing Content
Having confirmed the extent to which the brand mood could be expressed, we moved on to developing AI-generated content by studying and referencing existing brand materials.
We also experimented with turning these AI-generated visuals into video content using AI-based video generation tools.
AI-generated Visuals
AI-generated visuals used in a 5-second short-form video (Runway Gen3)
Difficulty in refining details such as logo distortion.
AI-generated visuals used in a 5-second short-form video (Runway Gen3)
Difficulty in refining details such as logo distortion.
▲ PROMPT: A woman walking with an orange shopping bag. Only the lower body is visible. Traditional Korean background.
Orange flowers in the shopping bag. Orange petals are fluttering. It feels like a photo.
Original Filmed Visuals
AI-generated visuals created to complement the limitations of the original footage.
AI-generated visuals created to complement the limitations of the original footage.
▲ PROMPT: There is a Korean and oriental space. Orange and silver Christmas ornaments hanging on a tree
are shown in close-up. Snow is falling and the tree is covered with snow. The ornaments sparkle in the sunlight.
Original Filmed Visuals
Utilizing Existing Shot Visuals
Generating New AI Background Images Suitable for Compositing
Utilizing Existing Shot Visuals
Generating New AI Background Images Suitable for Compositing
▲ PROMPT: There is a Korean and oriental space. Orange and silver Christmas ornaments hanging on a tree
are shown in close-up. Snow is falling and the tree is covered with snow. The ornaments sparkle in the sunlight.
STEP 3. Finding a Practical Application Method
To increase the practical applicability of AI-generated content, it was necessary to finalize the concept.
Initially, we explored various approaches targeting the entire gift-giving season.
However, due to limitations in fully expressing the brand’s unique mood, we refined the direction and focused specifically on holiday season content.
AI-generated Images:
Snow-covered Bukchon Seolhwa House landscape
AI-generated Video Using AI Images:
A short-form video capturing the holiday mood of Seolhwa’s house in Bukchon, with snow gently falling.
AI-generated Video Using AI Images:
Short-form Video: “Snowy Bukchon – Sulwhasoo House Holiday Mood”
▲ PROMPT: There is a Korean and oriental space. Orange and silver Christmas ornaments hanging on a tree are shown in close-up. Snow is falling and the tree is covered with snow. The ornaments sparkle in the sunlight.
AI-generated Images
Seolhwa’s House Ornament Composite
Sulwhasoo Logo Composite
Sulwhasoo Logo Composite
AI-generated Video Using AI Images:
Bukchon Sulwhasoo House Snow Globe Short Form
Seolhwa’s House Ornament Composite
Sulwhasoo Logo Composite
Sulwhasoo Logo Composite
▲ PROMPT: Beautiful and dreamy atmosphere. There is a transparent snowball on a sparkling snow field. The snowball shape is composed of a white porcelain base under a glass ball. Inside the snowball, there is a white Christmas tree and a small square box. Snow is falling inside the snowball.
AI-generated Video Using AI Images:
Bukchon Sulwhasoo House Snow Globe Short Form
AI-generated Images
Product Synthesis: New Cushion Visual Production in Holiday Mood
Product Synthesis: New Cushion Visual Production in Holiday Mood
▲ PROMPT: The mood of the photo is dreamy and beautiful. The color of the space is mother-of-pearl. The ornaments are shaped like snow crystals with a mother-of-pearl color. These ornaments create a sense of space. A cylinder-shaped cosmetic serum stands in the center of the picture.
AI-generated Images
Product Synthesis: New Serum Visual Production in Holiday Mood
Product Synthesis: New Serum Visual Production in Holiday Mood
▲ PROMPT: The mood of the photo is dreamy and beautiful. The color of the space is mother-of-pearl. The ornaments are shaped like snow crystals with a mother-of-pearl color. These ornaments create a sense of space. A cylinder-shaped cosmetic serum stands in the center of the picture.
STEP 4. Sulwhasoo AI Content Uploaded
AI-generated content created for the holiday season was uploaded to Sulwhasoo’s official owned media (Instagram).
Since then, we have continued to explore various approaches for producing content using AI tools.
Currently, Sulwhasoo’s owned media team is targeting five AI content uploads per month, actively leveraging AI not only to reduce production costs and time, but also to realize fresh, creative ideas in visual storytelling.
Holiday-themed AI-generated content uploaded as stories on the official Sulwhasoo Instagram account, conveying the seasonal gift-giving concept.
Holiday-themed AI-generated content uploaded as stories on the official Sulwhasoo Instagram account, conveying the seasonal gift-giving concept.
- Amorepacific Creatives
- 김보나 송민영 정리리
