Innocean blends new technology with content production expertise for digital ad leadership

“Timeless Moment,” seen in the upper two images, and “Bronze Dragon” are displayed at Shinsegae Square, a huge media facade at the headquarters of Shinsegae Department Store in central Seoul in this undated photo. Courtesy of Innocean

By Lee Min-hyung

Innocean is moving to strengthen its expertise in the digital out-of-home advertising market by blending new technologies with its high-end content production capability, the advertising agency said Monday.

At the end of 2024, more than 1 million spectators stopped by Shinsegae Square, the large media facade at the headquarters of Shinsegae Department Store in central Seoul. It showcased immersive video content on the super-large screen, which became a tourist attraction for local and international visitors.

The advertising agency was behind the success of Shinsegae Square, helping it showcase urban cultural art content that combines cutting-edge media art technology with differentiated creativity, Innocean said.

Innocean’s media art content displayed at the facade includes a time signal display called “Timeless Moment” and Korea’s national heritage display, “Bronze Dragon.” They harmoniously embodied urban art and were directly planned, produced and broadcast by Innocean.

“Bronze Dragon” has particularly drawn huge attention from visitors as a symbol of harmony between history and technology. The media art was created to commemorate the year 2024 as the Year of the Blue Dragon.

The project was conducted by teaming up with the Korea Heritage Service and the Technology Research Institute for Culture & Heritage, which restored the modern cultural heritage of the “Bronze Dragon” through three-dimensional immersive media art.

Innocean also conducted the project on “Timeless Moment” by collaborating with digital design company d’strict, a global art-tech firm most famous for media art productions, such as “Wave” and “Whale.”

“We intended to showcase optimal original content beyond simple commercial advertising by considering the characteristics of outdoor media and geographical factors,” an Innocean official said.

Kim Jae-pil, head of Innocean’s media experience division, said the company would keep innovating and improving its expertise as an operator of the full-service advertising that oversees outdoor business from content planning to production, ordering and operation.