Dexter Studios (206560, hereafter “Dexter”) and its group companies have collectively participated in the rollout of the large-scale digital out-of-home advertising (DOOH) installation, Grand Josun Media, at Haeundae Square, the officially designated outdoor advertising free display zone in Haeundae.
Promoted by Shinsegae Property and Josun Hotel & Resort, Grand Josun Media is the first DOOH in the second phase of the free display advertising zone within Haeundae District. The installation is located on the exterior wall of the Grand Josun Busan Hotel. Measuring 25 meters wide by 31 meters tall, with a total surface area of 788 square meters, this enormous vertical media structure is attracting attention as a new landmark comparable to New York’s Times Square and represents the starting point of Haeundae Square’s transformation.
Within this project, Dexter Group collaborated closely with Shinsegae Property, the entity responsible for planning and operating Grand Josun Media, demonstrating its excellence in content production. In particular, Dexter Krema, together with Dexter’s Immersive Content Division and Virtual Production (VP) Division, took charge of the entire process, from creating the digital billboard content and broadcasting it to managing the launch event. This showcased Dexter’s comprehensive competitiveness in the DOOH sector, including media art technology, creativity, and strategic planning.
Dexter Krema, an AI digital marketing subsidiary of Dexter Studios, went beyond planning and producing the video content for the billboard. It also led the overall launch campaign, aiming to establish Grand Josun Media as a landmark of Haeundae. The campaign featured an audience-centered launch event designed to provide visitors with a spatial experience that seamlessly connected live performances with the media content.
The production of the digital billboard content marking the launch of Grand Josun Media was led by Dexter’s Immersive Content Division. Having previously produced content such as “Age of Light” for the Korea Creative Content Agency and “Pyeongsaengdo” for the National Museum of Korea, Dexter’s Immersive Content Division created the launch media show video, “Grand Vertical Stage,” and the main media show video, “LunaSol.”
The launch media show video, Grand Vertical Stage, is designed to evoke the impression of a vertical stage built onto the building’s exterior wall, providing a new dimension of audiovisual entertainment by seamlessly blending media with offline stage performance. The show features a performance by JustJerk, the world’s number one dance crew, enhanced with 3D anamorphic effects to add a sense of physical presence. It also incorporates 3D elements representing Haeundae’s sea, sandy beach, and camellia flowers, which maximize the stage production by capturing the performers’ dynamic movements and creating a vivid sense of depth.
To achieve seamless integration of 3D backgrounds and live-action performers, the Grand Vertical Stage video was shot using Dexter’s virtual production studio, “D1.” By doing so, D1 strengthened the connection between the EDM DJ performing live on the offline stage and the JustJerk dance performance shown on the digital screen.
Apollon Immersive Works directed, and Dexter’s Immersive Content Division produced the main media show video, LunaSol. Centered on the themes of the sun and moon, this video uses anamorphic design and vertical motion and animation techniques specially tailored for vertical media formats. It dynamically portrays nature’s rhythmic paths. They produced the video in 8K resolution and optimized the camera mapping to correct parallax based on viewers’ locations. This ensured that audiences enjoy a perfectly immersive 3D effect without distortion, whether viewing from Haeundae Beach or Gunam-ro. The message conveys the intention to fill everyone’s daily lives with joy and delight through the warm light of the magnificent sun and moon.
Son Dong-jin, CEO of Dexter Krema, who led the launch campaign, said, “As the first mega-scale DOOH outside the metropolitan area, we designed this campaign to establish Grand Josun Media as a new landmark in Haeundae. Starting with this campaign, Dexter Group will actively pursue new media ventures such as programmatic DOOH, XR (extended reality) performances, and virtual production projects through our group synergy.”
ⓒ Dexter Krema
