23/02/2026
To broaden access to the LEEUM membership program, I produced a series of promotional videos designed to make the offering feel simple, clear, and easy to engage with. The goal was to reduce friction: not just to “announce” the membership, but to help audiences quickly understand what’s on during the campaign period, how the program works, and what changes when they become a member. Rather than listing exhibitions, programs, and benefits as separate information blocks, the series was structured as a single, intuitive narrative that answers a visitor’s most immediate questions: “What can I see right now?” and “What do I gain by joining?”
Each asset in the series was built with a distinct role. The first film establishes awareness and positions membership as a natural extension of the museum visit. The second highlights key exhibitions during the period, translating schedules into a compelling reason to come. The third focuses on benefits, framing them not as conditions or fine print, but as tangible upgrades to the overall experience. Throughout, the tone avoids typical advertising clichés and stays aligned with LEEUM’s cultural sensibility, prioritizing clarity, pacing, and a refined visual language.
The result is a cohesive set of communication assets that lowers the psychological barrier to entry and helps audiences perceive membership not as a complicated system, but as a practical choice for visiting more often and experiencing the museum more fully.
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Creative Director: studio Lad Bumseok Hong
Design, Motion: studio Lad Bumseok Hong
Project Manager: LEEUM Suyeon Cho, Onyu Kim
D.O.P.: d-crew Jaejun Lee
Model: Yubin Lee
