INNOCEAN launches ‘Cinema by Brand’ platform at Busan International Film Festival

INNOCEAN has launched Cinema by Brand, a new branded content platform connecting brands with filmmakers, at the 31st Busan International Film Festival (BIFF). Hanwha Group is the platform’s first partner.

INNOCEAN Global CEO Jung A Kim introduced the initiative at a special session of the Asian Contents & Film Market (ACFM) in Busan, outlining plans to develop and produce films that bring brand values to life through cinematic storytelling rather than traditional product placement.

The first project will explore space solar power, with three directors selected following a review by INNOCEAN, ACFM, the Producers Guild of Korea and other industry experts: Edmund Yeo, Euijeong Hong and Jinho Lee. Their films are scheduled for release in Korea and internationally in 2027.

“When brands, creators, and audiences connect through film, creators get new opportunities, and audiences get a brand experience they actually want to seek out and enjoy,” said INNOCEAN Global CEO Kim. “We saw this as the area where INNOCEAN’s experience in content production and its creative strengths could shine the most.”

Hanwha Communication Committee executive vice president Jeeyoung Park said the films would prioritise storytelling and audience engagement while introducing viewers to the group’s vision for space solar power technology and a sustainable future.

“First and foremost, we want the films to entertain and move audiences on their own. Beyond that, we hope viewers will connect with Hanwha’s vision for space solar power technology and a sustainable tomorrow,” said Jeeyoung Park, Executive Vice President of the Hanwha Communication Committee, who co-presented at the session. “We look forward to creating a great example of how companies and creators can expand into each other’s worlds and keep telling new stories together.”

INNOCEAN plans to partner with a new brand each year, using the platform to develop content that bridges advertising and entertainment.

“Since we first came up with Cinema by Brand, it’s been a nonstop journey, from working closely with brands to receiving groundbreaking ideas from filmmakers around the world. I’m thrilled that we can officially launch it at the Busan International Film Festival,” said Kim. “Every year, we will introduce new branded content that breaks down the line between advertising and entertainment and lead the way in changing how the industry thinks about it.”