Kolon Sport FW24
THE Approach
extend the storytelling ‘journey’ concept across 3 different films. craft Each product film as a chapter in Moon Ga-young’s Icelandic journey — from light exploration (Sotsot Down), to resilience against extremes (Cwtch Down), to inner discovery in vast landscapes (Antarctica). get inspired by the products and what they represent: lean into video diary aesthetic for everyday Sotsot, split-screen contrast visuals for multi-use Cwtch, and a high-fashion, conceptual tone for the most luxurious, Antarctica.
The Brief
Following the success of our SS24 brand film, Kolon Sport returned to us for their FW24 campaign. The task was to showcase three of the brand’s key outerwear products — Sotsot Down, Cwtch Down, and Antarctica — while continuing the shift toward brand-led storytelling. With new ambassador actress Moon Ga-young joining the brand, the challenge was to deliver a series of films and assets that would feel distinct yet unified across three different product lines — all while maintaining Kolon Sport’s brand tone.
CLIENT Kolon Sport
BRAND TEAM Soyeon Oh
AGENCY GENE
CREATIVE DIRECTION Hankyul Oh
ART DIRECTION & SECONDARY PHOTOGRAPHY Seoyun Lee
COPYWRITER Woonkwan Baek
DIRECTOR Nuri Jeong
EXEC PRODUCER Seunghwan Lee (KUW)
ICELAND PRODUCTION Pegasus Pictures
The Result
The campaign unfolded as a trilogy of cinematic shorts shot over 7 days in Iceland, which garnered a total of over 16 million views on youtube. by giving each product its own place in the campaign journey along with a distinct look & feel, we were able to reach the full breadth of kolon sport’s market. one of the resulting assets from the sot sot film were even leveraged as key visuals for digital and social despite having separate photography already being produced simultaneously. By balancing product storytelling with emotional resonance, the FW24 trilogy deepened Kolon Sport’s repositioning as a brand of cultural storytelling — solidifying our creative partnership in our second consecutive season.
