HSAD Directors Sweep Global Film Festivals with AI Films... 'Creative Convergence' Combining Advertising Know-how

Skilled video technology accumulated on advertising production sites is being combined with generative AI technology to achieve results at global film festivals. Two AI films produced by directors belonging to HSAD are drawing attention as they consecutively win awards at major global film festivals in New York, France, Cannes, and more.

Combination of Advertising Production Know-how and AI Technology Sweeps Global Film Festivals

According to LG Group video, the AI films [THE MESSENGER] and [EVEN], produced by HSAD directors Park Dong-hwa and Park Chan-soo, have had their artistic quality recognized at global film festivals. Director Park Dong-hwa's [THE MESSENGER] swept numerous AI category awards, including 'Best Artificial Intelligence Film' at the World Film Festival in Cannes and 'Best AI Film' at the New York Film Awards 2026. Director Park Chan-soo's [EVEN] also achieved results, such as winning in the AI category at the World Film Festival in Cannes and receiving the Best Audience Award and Best Audience Buzz Production Award at the AI International Film Festival.

The two directors explained that their advertising production experience served as a powerful foundation for AI film production. The interviewee stated, "The domain knowledge of handling advertising and video for 16 years is the point that makes an overwhelming difference," and revealed the motivation for production as wanting to break free from the framework of advertising work to freely implement ideas through AI. In particular, Director Park Chan-soo mentioned implementing an intense car chase scene based on his experience in automobile advertising.

Production Process Utilizing Prompt Engineering and Multimodal Technology

The high level of completion of the AI films is the result of utilizing sophisticated prompts and understanding the characteristics of the latest AI models. According to the interviewee, Director Park Dong-hwa increased the level of detail by training the AI using the 'Shotdeck' site, where the color feel, lens type, millimeter (mm), etc., of specific shots are recorded. Additionally, it was mentioned that efforts were made to obtain high-quality results by utilizing sites where prompts are gathered.

In terms of production technology, an approach differentiated from the existing 'Image-to-Video' method was used. The interviewee explained, "The existing method is a way of guessing the next frame based on the first frame and stitching them together, so there is a high probability that faces will change as it progresses," and "Recent versions of models allow for Multimodal input, so the model, location, objects, etc., can be specified individually." It is known that Director Park Chan-soo's film [EVEN] was produced by utilizing these technical features.

HSAD's AI Capabilities Evolving into 'All Integrated'

The HSAD AI director team is focusing on fusing the creative capabilities of an advertising agency with AI, moving beyond simple technology utilization. The interviewee defined the meaning of AI beyond 'Artificial Intelligence' as 'All Integrated,' stating that directors who can integrate various capabilities are gathering to expand HSAD's new capabilities.

Furthermore, a culture of sharing know-how was emphasized to respond to the rapidly changing AI technology environment. The interviewee said, "Technology becomes old after just one week and something new comes out," and "Since growing individual capabilities is the way to grow the company's capabilities, we are sharing good prompts and production methods with team members."