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From Alien to Familiar:
Engineering Trust with Tilda Swinton
2025
Client: Gentle Monster
Creative Digital Strategist: Soojin Lee
Video Director: Mau Morgo
Photographer: Solve Sunsbo
Stylist: Jerry Stafford
Production: Prodco
Vfx House: Olimpic.tv
Mocap Choreo: Mar Riu
Choreographer: Blackhainz
OVERVIEW
OVERVIEW
This project transcends traditional branding, serving as a critical exploration into human-technology interaction. The core challenge was launching Haus Seoul - a Brutalist-style building embodying Gentle Monster.
Questioning the perceptual and cultural dilemma:
How can technologically unfamiliar systems, represented architecturally and symbolically, be rendered emotionally trustworthy and approachable?
Conceptual Core
The narrative revolved around Tilda Swinton as a human anchor-associating authenticity, ambiguity, and transcendence.
By embedding her in a digitally simulated, hyperreal environment, the campaign positioned her as a liminal bridge between the analog past and speculative digital future.
Tilda Swinton:
Our human anchor,
our ultimate credibility tool
Haus Seoul:
The physical anchor,
real world object
Cognitive Hook:
Designing ambiguity to kickstart curiosity
The Elicitation Target:
engineered to lead user
to this product
Intervention 1:
Humanizing the Alien with
Cultural Authenticity
Intervention 2:
The Power of Cognitive Ambiguity
Intervention 3:
Multi-Sensory Modality for
Affective Pacing
Chose Brutalism for symbolic detachment; integrated Tilda and Mosh Pit codes to lower defenses and maximize credibility. Beyond visuals, embedded subcultures for raw honesty.
Induced "I recognize this, yet don't fully understand it" effect as a psychological hook, triggering attention, arousal and retention all desirable in behavioral science.
Wove narratives with emotionally pulsing soundscapes and neuroaesthetics principles to evoke anticipation, disorientation, and awe - dynamically pacing to scaffold trust.
GALLERY
GALLERY
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