Team Behind the Design
- Agency: Odd Atelier (In-House)
- Client: JENNIE
- Category: Video Design — Short Film
- Location: Seoul, South Korea
- Team: Director - Choeey, Story - JENNIE and Choeey, Creative Director - Jaemin Hyun, Editor - Rob Daglish
- Project Brief: Create a cinematic music video that captures the emotional ambiguity of a summer situationship through the lens of a film-within-a-film, blurring the line between performance and feeling.
The video opens on a close-up so tight it feels almost intrusive. JENNIE stares straight into camera with the kind of stillness that makes you feel like you walked in on something private. No intro, no context. Just a face and a soft curtain behind her...and grain.
A texture sitting over the whole image that makes it feel less like a music video and more like something dug out of a shoebox. The look is clearly intentional — and it's the whole point. In a moment when AI-generated content has made "perfect" look cheap, this video goes the other direction on purpose.
The screenplay device is one of the smarter structural choices here. Scene slugs in typewriter font appear across the frame. It tells you this is a story being filmed, not just a story being told, which gives the whole thing permission to feel unfinished and in-progress. The characters can look off-camera. Shots can be loose. Nothing has to be wrapped up cleanly.
The color treatment is what makes the whole thing hold together visually. It doesn't look like one video. The seaside interior scene runs cool and blue-green. Spain is warm amber and sun-baked stone. The country road inside the blue truck goes flat and desaturated. The golden hour near-kiss bleeds orange into the frame edges.
No scene looks like it was graded to match the next one. They feel like prints from different rolls, sequenced into the same album.
Lens flares and light leaks intrude at the edges of the harbour shot and the final golden-hour frame; not corrected out, not added for decoration, just left in, the way they would be in actual summer footage from an actual camera.
The overall aesthetic sits squarely in the naive design sensibility gaining ground across the current visual culture: imperfection as intention, warmth over precision, the handmade over the hyperproduced.
The fashion ties everything together, and it was all JENNIE's own selection. She personally styled all six looks in the video.
Lastly, nothing in this video sits at eye level for long. The camera moves between extreme close-ups and wide shots where the two characters are almost small against the architecture and landscape behind them.
It feels less like a music video and more like someone's camera roll from a summer they didn't want to end. That's not a simple thing to pull off. The song is about a feeling that doesn't have a clean name. The video found a way to look like that feeling.
