Ha Ye-jin, a creative director formerly of Gentle Monster and Nude Cake, has drawn attention for her participation in the music video for "NEON," the debut song of A2O LITE, a rookie girl group unveiled by producer Lee Soo-man.
On Oct. 19, Ha Ye-jin posted a lengthy article on her Instagram sharing her post-production reflections and planning intentions regarding the music video for A2O Light's debut song "NEON."
She said, "The moment I first heard the track, dopamine hit me in succession. It felt like a game," adding that it was "a game with an unbroken upward curve, one with no intention of stopping," to express her initial impressions upon encountering the song.
She further explained, "When everyone is looking for something more minor and unfamiliar, the refreshing familiarity of K-pop pulled me in. The thrill of bursting forth without hesitation and running to the end. It inevitably makes the listener feel excited."
Regarding the music video, she said she wanted to emphasize the energy created together by the nine members.
Ha wrote, "In an era where individual personalities are seen first, I wanted to depict how nine people together feel like a single force," describing them as "girls with different faces and attitudes heading toward the same future."
She added, "It is about dressing the future imagined by the past in today's sensibility. In a form that feels somewhat nostalgic yet new."
Ha joined eyewear brand Gentle Monster as an early member and worked as a creative director for approximately 12 years. She participated in Gentle Monster's space projects, which evoke modern art exhibition halls, and also led the brand Nude Cake, known for its uniquely shaped desserts.
Last year, after leaving Gentle Monster, Ha established the independent creative house YZC and has since expanded her activities into fashion and the entertainment industry. For this music video, she served as creative director, participating in realizing A2O Light's visual concept.
Meanwhile, A2O Light released their debut digital single "NEON" on Oct. 13. Lee Soo-man produced the track, with Yoo Young-jin and American producer Dem Jointz participating in lyrics, composition, and arrangement. On Oct. 14, just one day after its release, it reached number one on the Melon Top 100 chart at 11 p.m.
in ENTERTAINMENT
