How It Started:

It all started with a simple thought: the warmth people feel during the holiday season.
The original idea was to create a social experiment offering free hugs — something familiar yet genuine, built around kindness and human connection. But with limited time and budget, the concept evolved into a small-scale documentary filmed in a run-and-gun style.

The Process:

During production, something unexpected happened. Many passersby offered help, believing it was a real initiative. When they learned it was part of a shoot, their reactions turned into smiles and laughter — moments that felt far more authentic than any scripted performance. That sincerity became the heart of the piece.

As the producer, my role was to coordinate all resources and logistics for the shoot, manage the crew on set, and ensure that everything ran smoothly within a tight schedule. Balancing planning and spontaneity was key to keeping the footage genuine while staying on track.

The Result:

The campaign’s funnel was designed to guide viewers from a positive video experience to a positive brand impression, ultimately encouraging engagement and downloads. The result exceeded expectations — the ad’s retention rate was higher than the channel’s average, proving that authentic emotion can outperform traditional promotions.

By connecting with real kindness instead of cold messaging, the video turned a simple idea into a story that made people stay — and more importantly, feel.