2024 Cosmax Brand Film ‘No Boundaries’

In the winter of 2023, MUDCAKE received a proposal to create brand films for Cosmax, a K-beauty brand in South Korea,
for Cosmoprof Bologna 2024. The project involved three keywords: 'No Boundaries', 'Re-Generation', and 'Alt-topia'.
I participated in the 'No Boundaries' theme.

Creating a beauty brand film by myself was a challenge, as I had limited experience in beauty. The client defined their target persona as individuals who express themselves uniquely and freely while navigating a stressful and chaotic world. To align with this concept, I opted for bold, kitsch, and vivid graphic motifs with vibrant colors. I incorporated images of people with expressive personalities and dynamic videos featuring elements of expansion, turbulence, and explosion.

Cosmax

2D Graphics

Client

Participated

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The client provided the following feedback:

  1. While most images are positive and relaxed, we'd like to incorporate expressions that convey stress relief,
    such as wrinkled or yelling faces.

  2. To create a more raw and authentic feel, please add more graphic elements like
    torn paper textures and doodle-style graphics."

  3. To achieve a cleaner look, please remove film grains,
    and update the main background color to white."

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After incorporating the provided feedback, I created revised graphics, and through minor editing adjustments,
I was able to produce the current output. Personally, I enjoy creating fun and kitsch graphics,
and I’m truly grateful that the director and client accepted them without much disagreement.
It was a fun project I could work freely and enjoyably!

Credit

MUDCAKE

Director

Shin Hyunjeong

2D

Lee Hyun

Music, SFX & Mix

SOUND

VERMUDA