[theqoo] NEWJEANS' BUBBLE GUM MV DIRECTOR'S POST ON IG - Netizenbuzz

Would you like to try shooting a lovely song comfortably? It was the first words I received when I proposed this project.

When working with NewJeans, I tried to remember the keywords ‘subjective sensitivity’ and ‘healthy enjoyment.’ It’s not just about simple acting but about creating an ambience that the members can actually enjoy themselves in. For this project, we wanted to arrange scenes based on the members’ characters and bring in elements they enjoyed in their childhood. Things like blowing bubbles until your hands get sticky, or making ribbon knots during breaks. These are the things you naturally enjoy once you hold them, even though nobody taught you so. Remembering these scenes felt similar to the emotions when blowing bubbles.

The cinematographer readily agreed to shoot without a script. The producers and the director promised to find a location with a baby cow, and until the day before the shoot, they searched for locations. Despite the lack of confirmed locations and a organized storyboard, unlike my concerns, the CEO sent a thumbs-up emoji.

The appearance in the music video is not a created/manufactured one. Rather, it’s as if we were just capturing what already exists.

Minji, addicted to bubbles, really blew bubbles all day long. Haerin made rabbits out of foam and said “Hul that’s Bunnies!”. Dani named a baby crab she picked up somewhere, and Hanni filmed the staff with a camcorder as if they really came here to play. Hyein even tried to interview me, holding the camera towards me. When asked to relax behind the scenes while others were shooting, they were sketching bunnies and showing off their drawings.

The kids were in comfortable clothes played hide-and-seek with the camera, threw off their socks, and ran around the beach. They even rode bicycles on the bumpy stone pavement. So, although the camera shook and captured more of the scenes than their pretty faces, the first feedback from the CEO after seeing the unedited rough cut was ‘It’s so beautiful.’

Some sincerity cannot be manufactured. People can sense affectionate gazes frighteningly well. Although there are times when music video work feels burdensome due to the expectations of fans who unconditionally love, when working on projects with clients who appreciate and share sincerity, there’s a refreshing feeling that covers the anxiety.

That’s why my intention in writing this is clear. It’s because I want to continue doing work that can contain affection and sincerity for a long time.