[비즈한국] “The results we create are aimed at the brand. We use video, such as ‘motion graphics,’ to deliver the brand’s message to people.” On the 17th, Lee Sung-man, CEO of Cosmic Ray, took the stage as the second speaker at the ‘Brand Biz Conference 2024’ held at the Four Seasons Hotel in Gwanghwamun, Seoul, to deliver a lecture titled ‘Beyond Seeing and Hearing: How Messages Are Delivered Through Video.’”
CEO Lee stated that video content has established itself as a core medium for brand storytelling. He explained, “Brand video is no longer just about providing visual and auditory experiences; it functions as a powerful tool for building emotional connections with consumers.”
CEO Lee worked as a video designer at Naver035420 before becoming independent in 2008 to co-found Cosmic Ray with CEO Lim Tae-hyun. Cosmic Ray is a motion graphics-based design studio that provides customized video content for clients across various fields through creative ideas and artwork. The firm gained attention in 2018 for its brand videos for Blank Corporation. They have produced motion graphics for major corporations including SK, Naver, Kakao035720, Nexon, and SM Entertainment, and have also carried out numerous media art projects for atypical displays, such as at the Apple Store in Myeong-dong.
Using various video materials, CEO Lee demonstrated how clarity and consistency in video design messaging serve as factors that strengthen brand credibility. He also proposed strategies for brands to form deeper bonds with consumers through video.
He explained that the story, visuals, animation, editing, and sound within a video are the most important elements for conveying brand messages and emotions. CEO Lee emphasized, “The delivery of the message is paramount. For outdoor media, the ‘experience of intuition’ is most important. For indoor exhibitions, the ‘experience of narrative’ is crucial. For people who come to enjoy an indoor exhibition, storytelling and concepts are vital.”
CEO Lee stressed that it is essential for video directors to fully convey the emotions held by a brand to the audience. He pointed out that videos themselves have emotions, and it is the video director's job to bridge these in the most efficient way. He stated, “I prioritize the harmony between visual experience and the delivery of brand messages, and I am deeply interested in making brand values more vivid and memorable.”
With the arrival of an era where videos can be easily created using AI, is motion design created by humans still competitive? CEO Lee answered by citing the popular cooking competition program ‘Culinary Class Wars.’ “Chefs preparing the same dish will all create different, creative results. The same applies to directors creating video outcomes. Depending on the choices made by the video director, the video will differ significantly.”