– Combining generative AI and broadcasting station production know-how
– Business expansion with ' Keychain Media ' , a branding content service specializing in the medical and legal fields.
As generative AI technology rapidly spreads across the video industry, a company that started out as a technology-focused AI video startup is expanding its business into "human-centered branding content," signaling a new direction.
Founded in February 2023, VIRAZ Inc., a content production company, has grown with generative AI video production as its core competency. Founded by graduates of the Seoul Institute of the Arts' film department, the company quickly established itself in the public sector and B2B markets with advanced video content that combines AI technology with broadcast production expertise. Recently, the company has expanded its business by launching "KEYCHAIN MEDIA," a knowledge-based personal branding content service targeting professionals such as hospitals and law firms.
We met with VIRAZ CEO Sol Namkung to learn about the background and strategy behind the company's expansion from AI to the essence of video.
The essence of content lies in ' planning ' rather than ' technology ' .
CEO Sol Namkung graduated from the Department of Broadcasting and Film at Seoul Institute of the Arts. He then worked at the US headquarters of The Korea Times in LA and as a digital content producer for SBS, where he gained experience across the broadcasting and digital industries, encompassing planning, directing, filming, and post-production. Seeking to directly manage the content business and lead the media market, he founded the AI content startup "Studio Chuck" in February 2023, which was incorporated as "VIRAZ, Inc." in April 2024.
"I felt that planning, people, and the supporting systems ultimately determine the quality of content. I wanted to create content that wasn't a one-time product, but rather a business asset that accumulates over the long term."
Founded after this struggle, VIRAZ focused on generative AI video production from the beginning. Beyond simple automated videos, the company aimed to create AI content with "broadcast-quality production and premium-quality visuals." Focusing on AI virtual humans, the company has supplied content to various public and educational institutions, including Seoul Institute of the Arts, Ewha Womans University, Incheon International Airport, Seongnam City, and Ansan City. The company has also produced numerous AI advertising videos for B2B companies. CEO Sol Namkung emphasized, "While our outstanding technical prowess was a contributing factor, it ultimately stemmed from our planning, not the technology itself."
"Rather than what technology to use, the priority was what kind of story to tell and how to structure it. I viewed the cast as the protagonists of a program, not just a piece of content."
Contemplating the 'essence of video'
What's interesting is that as AI video production continued, it expanded into "human-centered content." CEO Namgung stated, "While technically sophisticated videos were in high demand, the content that ultimately stayed with viewers was human faces, words, attitudes, and stories."
Graduating from Ewha Womans University's Graduate School of Business (MBA) was a turning point, as it forced me to rethink content from a business perspective. I became aware that content shouldn't simply be about exposure, but should be linked to brand value and tangible results. Coincidentally, in a media environment dominated by YouTube and short-form content, demand for personal branding among professionals like doctors, lawyers, tax accountants, professors, and business owners was rapidly increasing. The service "KEYCHAIN MEDIA" emerged from this dynamic.
Keychain Media is more than just a video production agency. It's a professional, customized branding media service that designs everything from character design to content planning, filming, editing, and channel operation.
“We design videos not as one-time promotional materials, but to build trust assets over time.”
In the hospital and law firm markets, AI is a tool that builds trust.
KEYCHAIN MEDIA is currently rapidly expanding, focusing on hospitals and law firms. In this space, generative AI operates as an "invisible technology" rather than a front-runner. In hospital content, AI-generated medical footage, reenactments of surgical procedures, and explanations of the internal structure of the human body are used to visually supplement medical staff's explanations. Law firm content also uses reenactments of case flow to systematically convey complex legal issues.
“It’s important to design your work to be perceived as an ‘expert who understands’ rather than a show of expertise.”
In addition, we utilize facial AI correction technology by integrating our strengths in the process of creating AI virtual humans . Upgrade the visual beauty and implement a natural screen according to broadcast standards, which is natural. It enhances the credibility of the performer . However, the technology is not prominently displayed. The design principle is to prioritize the message and trustworthiness.
Broadcasting , not factory marketing Design like a program plan
Another differentiating factor of KEYCHAIN MEDIA is the introduction of a broadcast production method.
"Many marketing agencies force people into a set format. We make each person the star of a program."
After analyzing their speech, mindset, expertise, and even the image they want to project to the public, we design a content structure and narrative that fits those needs . Drawing on our experience in broadcasting and managing content production, we have produced a variety of formats, including web dramas, music videos, variety shows, and documentaries. Our format strategy, tailored to each client's needs, is another key differentiator. In the current media trend, where professionals often produce promotional web dramas, our experience producing a 50-episode web drama on the Biglu platform also laid the foundation for this structural design capability.
“Knowing that 'narrative', not mere information delivery, builds brand trust is a different matter than not knowing.”
Currently, there are many clients such as hospitals , law firms, tax accountants, university professors, and companies who want personal branding as content. We have signed a contract and are receiving high evaluations for not only the quality of the video but also the content direction and story design.
The strengths of a female CEO in her 20s who was a former broadcasting station PD
CEO Namgung is attracting industry attention for being a rare female CEO in her 20s, a former broadcasting producer. Furthermore, having majored in filmmaking in college and earned a master's degree in business administration, she possesses the expertise to understand how video can be effectively branded from a business perspective.
" Branding videos should ultimately be the key to helping each client achieve their goals . Our company designs content from a business perspective better than anyone else. "
Especially in hospital content, where aesthetics are crucial, such as plastic surgery, dermatology, and aesthetic dentistry , exquisite visuals, meticulous image design, and tone control are more important than excessive directing. CEO Namgung explained, "By combining the sensibilities of younger viewers with the sensitivity of a female producer, we were able to design content that evokes trust without being authoritarian , truly reaching today's viewers as an effective business opportunity ."
Technology and branding are inseparable.
VIRAZ plans to maintain generative AI video production as a core technology asset and carefully combine it with personal branding content. In the medical field, in particular, the company is focusing on the potential for AI-based video to expand into public value.
"AI video and branding content are not separate businesses, but rather distinct forms of expression stemming from a single production philosophy."
Finally, CEO Namgung gave this advice to those preparing to start a business:
"In an era of rapidly changing technology, rather than blindly chasing trends, we need to consider how we can expand on our own and our company's essential strengths. I believe the most important strategy for startups is to maintain their core values while expanding in line with market trends."
It started with AI, but in the end it was about people and stories . A company focused on the essence . The actions of VIRAZ and Keychain Media are re-examining the essence of content in the technological age.
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