Innocean, the advertising agency for Hyundai Motor, is venturing into the film industry. CEO Kim Jeong-a plans to expand the company's reach into film and intellectual property (IP) business, building on the success of the short film 'Night Fishing,' which she led during her tenure as vice president.
On July 28, Innocean announced that it will introduce its global film production platform, 'Cinema by Brand,' at the Asia Content & Film Market (ACFM), the largest content market in Asia, during the Busan International Film Festival in October.
'Cinema by Brand' aims to connect brands with global film creators to plan and produce new film content. The initiative encourages collaboration between brands and filmmakers from the planning stage, with the goal of releasing content in theaters and on global online streaming services (OTT).
Under this model, filmmakers from around the world can propose projects based on a single brand, which will then undergo a selection process. The chosen projects will enter a production phase lasting over six months, with the earliest releases expected in summer 2027 through theaters or global OTT platforms.
This initiative is based on the success of 'Night Fishing,' a short film produced in collaboration with Hyundai last year. Starring actor Son Seok-koo, 'Night Fishing' was the first branded film to be commercially screened in South Korea, attracting 46,000 paying viewers despite its experimental 13-minute runtime and ticket price of 1,000 won. The film, which Kim Jeong-a produced as vice president, won the Grand Prix at the 2025 Cannes Lions and the Best Editing Award at the Fantasia International Film Festival, showcasing new possibilities for brand content.
Innocean plans to operate this initiative as an annual event rather than a one-time project. The company aims to establish an integrated production system that spans approximately one year, covering everything from brand selection and creator recruitment to project development, film production, and distribution, thereby continuously expanding its brand content and IP business.
To support this expansion, Innocean has recently established a new content-focused organization called the 'Content Studio.' This studio will oversee various content and IP projects, including films, dramas, performances, exhibitions, YouTube, and influencer collaborations.
Kim Jeong-a stated, 'With the launch of Cinema by Brand, we plan to continuously expand our creative capabilities beyond the traditional boundaries of advertising and marketing into the realms of film, entertainment, content, and IP.'
* This article has been translated by AI.
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