Mise-en-scène Perfect Serum | Generative AI Content Study
Project Background
As part of its brand identity (BI) renewal, Mise-en-scène aimed to reposition itself as a dynamic hair fashion brand. In
line with this transformation, the visual tone of its hero product, Perfect Serum, also required an upgrade. To overcome
the limitations of static imagery and deliver more engaging, lifelike content, the team launched an experimental short-form
video project using the generative AI tool Runway.
A Content Creation Journey Through Trial and Error
In the early stages of the project, we set out to create daily hair routine content featuring a virtual character, developed in line with the brand’s new persona.
However, due to technical limitations in character rendering and constraints on content quality, we shifted direction toward a more realistic and achievable strategy.
New Initiative: Generative AI Video Production
During the production of Perfect Serum’s new visual campaign, select cuts were planned for use across various marketing channels — including product detail pages, social media, and Reels.
To meet the growing demand for short, immersive content such as Shorts and Reels, we leveraged Runway to transform the existing still imagery into concise, AI-generated video content.
Content Creation Focus: Glossy & Shine
The selected shots were developed in two directions:
one set focusing on the product itself, emphasizing its formulation and texture, and another centered on the model, sensorially expressing the brand mood.
Grounded in Perfect Serum’s core keywords — Glossy & Shine — the content amplifies visual impact by highlighting the movement of light and the product’s glossy texture.
Deliverables
Brand Mood Creation
Naturally flowing hair, sensorial close-up
compositions,
and a glossy texture accentuated
through the use of a comb.
Naturally flowing hair, sensorial close-up
compositions,
and a glossy texture accentuated
through the use of a comb.
Moisture-Rich Texture Rendering
Expressing the hydrating quality of the
serum,
highlighting the container’s sheen
and holographic light effects.
Expressing the hydrating quality of the
serum,
highlighting the container’s sheen
and holographic light effects.
Oil Serum Rendering
Capturing the flowing movement of oil
formulations,
using spotlight effects and
ingredient visuals to enhance sensory detail.
Capturing the flowing movement of oil
formulations,
using spotlight effects and
ingredient visuals to enhance sensory detail.
Insight
The completed video content is planned for use across marketing channels, including product detail pages and social media platforms.
Although this was our first attempt at Runway-based generative AI content production, and we experienced some trial and error, repeated experimentation demonstrated strong learning potential and clear improvements in quality.
As a scalable method applicable to a wide range of product categories, this generative AI approach represents a meaningful step toward enhancing both the flexibility and competitiveness of our brand communications.
- Amorepacific Creatives
- 기획 및 디자인
- 강민희
