PSY - NEW FACE (Music Video)

Role: Creative Producer & Concept Creative
Client: PSY & YG Entertainment
Location: Macau, China

Collaborating directly with PSY and his creative team, I served as the Creative Producer and Concept Creative for the 'New Face' music video. Our goal was to encapsulate the vibrant energy and humour characteristic of PSY's style, set against the luxurious backdrops of Macau's iconic landmarks.

The production was filmed across various Sands China properties, including The Venetian Macao and The Parisian Macao, utilising locations such as the grand lobbies, corridors, casino floors, swimming pools, and the San Luca canal. These settings provided a rich, opulent canvas that complemented the video's lively choreography and comedic narrative.

As the Creative Producer, I was responsible for overseeing all on-site location logistics, ensuring seamless coordination between the creative vision and the practical execution. This involved managing local crews, securing filming permits, and adapting the production design to align with the unique aesthetics of each location.

The 'New Face' music video has garnered over 250 million views on YouTube, contributing to PSY's continued global appeal and showcasing the successful fusion of Korean pop culture with international settings.

Tags: K-pop music video, international production, location management, creative production, PSY, YG Entertainment