This work, 5W1h, is a 3D motion graphics piece that reexamines the “meaning of creation” shaken by the rise of generative AI. In the present day, the motion and graphic skills built up through years of effort can be replaced by “just a few clicks.” When confronted with this irrational reality, the “5W1H,” the foundation of information transmission, transforms into “six questions that threaten the very existence of creators.” Where is your goal?: Loss of the place to aim for What do you want to do?: Absence of purpose in expression Why do you keep creating?: Absence of reason to keep creating How did you make it, AI?: Futility of being suspected as AI-generated Who created the AI video?: Humiliation of being mistaken for AI When will you surpass AI?: The moment your own skills are defeated This work visualizes the “hesitation” toward these questions in 3D space, expressing the conflict born in the gap between them and “the meaning of being human-made.” The heart motif that appears in the piece serves as a form that represents the emotions and motives tied to creation. As the questions progress, it changes shape, breaks apart, and eventually its very existence becomes ambiguous.

Description: We were responsible for planning, directing, designing, and editing the promotional video for “KUUMA STYRO,” a next-generation sauna offered by KUUMA Inc. “KUUMA STYRO,” characterized by its special foam material and high design quality, adapts to any environment and offers a free, personalized sauna experience. Through powerful and innovative visuals, we portrayed a new era of saunas that overturns conventional sauna conventions.