NewJeans’ ‘Bubble Gum’ MV Director Recounts Experience Working With Group

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On May 29, netizens caught wind of a post from the music video director of NewJeans’ “Bubble Gum.” The author relayed a heartfelt message, which contained thoughts and recollections of the director’s experience working with the group. Read the director’s post below:

NewJeans' 'Bubble Gum' MV Director Recounts Experience Working With Group
(Photo : TheQoo)

A post shared by instagram


“Would you like to try shooting a lovely song comfortably?’ These were the first words I received when I was proposed for this project.

When working with NewJeans, I tried to remember the words ‘subjective sensitivity’ and ‘healthy enjoyment.’ It wasn’t just about simple acting, but also about creating an ambiance that the members can actually enjoy themselves in.

For this project, we wanted to arrange scenes based on the members’ characters and bring elements they enjoyed in their childhood. Things such as blowing bubbles until your hands get sticky, or making ribbon knots during breaks.

These are the things you naturally enjoy once you hold them even though no one told you to do so. Remembering these scenes felt similar to the emotions when blowing bubbles.

The cinematographer agreed to do the shoot without a script. The producers and director promised to find a location with a baby cow, and they searched for locations until shooting day. Despite the lack of confirmed locations and an organized storyboard, unlike my concerns, the CEO sent a thumbs-up emoji.

The music video’s presentation was not a manufactured one, but it’s as if we’re just capturing what already exists.

Minji, who was addicted to bubbles, really blew bubbles all day long. Haerin made rabbits out of foam and said ‘wow, those are Bunnies.” Dani named a baby crab she picked up somewhere and Hanni filmed the staff with a camcorder as if they really came here to play.

Hyein even tried to interview me while holding the camera. When asked to relax behind the scenes while others were shooting, they were sketching bunnies and showing off their drawings.

NewJeans' 'Bubble Gum' MV Director Recounts Experience Working With Group
(Photo : Facebook: NewJeans)
NewJeans' 'Bubble Gum' MV Director Recounts Experience Working With Group
(Photo : Facebook: NewJeans)

The kids were in comfortable clothes while playing hide-and-seek with the camera, threw off their socks, and ran around the beach. They even rode bicycles on the bumpy stone pavement.

Although the camera shook and captured more of the scenes than their pretty faces, the first feedback from the CEO after seeing the unedited rough cut was ‘It’s so beautiful.’

Some sincerity cannot be manufactured. People can sense affectionate gazes frighteningly well. Although there are times when music video work feels burdensome due to the expectations of fans who unconditionally love, when working on projects with clients who appreciate and share sincerity, there’s a refreshing feeling that covers the anxiety.

That’s why my intention in writing this (post) is clear. It’s because I want to continue doing work that has affection and sincerity for a long time.”

The post sparked heartwarming reactions from netizens:

  • “Please let them stay together.”
  • “This is beautiful indeed.”
  • “When watching the Bubble Gum MV, I felt my heart clench because of how beautiful it was. It looked like a piece of my memory.”
  • “Content aside, I really enjoy the way this statement was written. This person cares about their job. Love that.”
  • “I think this person is brave for sharing their opinion even though it could backfire on them. They’re definitely not working with H again, knowing how emotional the CEOs are.”