Kolon Sport SS24

THE Approach

create a cinematic narrative that could carry the brand’s message with emotional weight. draw on the brand’s DNA — “Your Best Way to Nature” — and transform it into a character-led journey. lean towards inspiration and immersion around what it feels like to be in nature.

The Brief

Kolon Sport, one of korea’s largest outdoor brands was looking to move away from product-centric marketing toward something more brand-led. Key products like the Weather Series could play a role, but the focus of the film was put the brand story first, product second.

CLIENT Kolon Sport

BRAND TEAM Soyeon Oh

AGENCY GENE

CREATIVE DIRECTION Hankyul Oh

ART DIRECTOR Seoyun Lee

DIRECTOR Jan’ Qui (KUW)

EXEC PRODUCER Seunghwan Lee (KUW)

The Result

we built the narrative around weather itself, showing how each condition (sun, rain, wind, snow) is not an obstacle, but an invitation to step outside. we Used a simple story to transport the protagonist from urban interiors into elemental landscapes, blurring the boundary between city and nature and inviting viewers to imagine the same journey.