Dexter Crema, a subsidiary of Dexter Studios, announced that it has won awards at major domestic and international award ceremonies for its Haeundae Square No. 1 DOOH ‘Grand Chosun Media’ project.
For this project, Dexter Crema won a Gold Award in the "Experiential & Immersive" category at the Muse Creative Awards, a Winner in the "Innovative and Impactful DOOH Advertising" category at the Digital Signage Awards, and a Silver Award in the "Ann Awards" category for Digital Advertising. This recognition recognized Dexter Crema's capabilities in both content planning and space-based media experience design.
Grand Chosun Media, the first DOOH project in Haeundae-gu, is a large-scale vertical media project measuring 25 meters wide and 31 meters tall, developed by Shinsegae Property and Chosun Hotels & Resorts. Dexter Crema oversaw the entire process, from video content planning and production to spatial experience design, on-site event production, and operational strategy development.
In particular, the "vertical narrative" design, which maximizes the characteristics of the vertical screen, was evaluated to have enhanced visual immersion by implementing the movement of the sun and moon and the energy of the characters as a vertical flow. Virtual production technology was applied to the content production to realistically implement the performance of the dance team Just Jerk in a digital space. This is analyzed to be the result of the combination of Dexter Crema's planning capabilities and Dexter Studio's technological prowess.
The Muse Creative Awards are an international digital advertising marketing awards ceremony hosted by the IAA in the United States. The Digital Signage Awards recognize global digital display projects, technologies, and content competitiveness. The Ann Awards are a domestic digital industry awards ceremony hosted by the Korea Digital Enterprise Association.
Through this project, Dexter Crema was recognized for redefining the exterior of buildings beyond mere advertising media into a public media platform that embodies urban culture and sensibility. Furthermore, it holds symbolic significance as the first project in Haeundae's outdoor advertising free zone.
CEO Son Dong-jin announced plans to expand the digital advertising business in the future, including programmatic DOOH, XR-based media experiences, and AI data-based outdoor advertising operations.
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