Cinema by Brand
  • Mon, 12 October, 16:30 - 17:30  |  Day 3
  • Event Room B
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"Cinema by Brand," a new initiative from BIFF's Asian Contents & Film Market and the Innovative Brand Growth Company, INNOCEAN, explores what happens when brands and cinema meet. The session looks at how branded content is moving beyond traditional boundaries, opening new possibilities for storytelling. It also showcases short films selected through the program's inaugural call and sheds light on how branded content and cinema can collaborate in new ways.
Moderator
KIM Heejeon (Chief Producer, BARUNSON C&C)

Kim Heejeon is an entertainment media executive with experience in broadcasting, film, and distribution. She began as a producer at JoongAng Broadcasting Corporation. As Senior Vice President at CJ ENM Film Division, she led film festival strategy, marketing, and sales across America and Europe. After relocating to Los Angeles, she served as Head of Distribution at CJ ENM America. Kim currently works as Chief Producer for Global Projects at Barunson C&C, producing major projects including Bong Joon-ho's animated feature film.

Panelist
KIM Jung A (Global CEO/CCO, INNOCEAN)

As Global CEO and Chief Creative Officer of INNOCEAN, Jung A Kim redefines the boundaries of advertising through innovative creative work. She has led campaigns for brands including Hyundai Motor Company, Hanwha, Samsung Electronics, and Google, and won over 300 international awards, including a Cannes Lions Grand Prix for Night Fishing (2024), a collaboration with Hyundai Motor Company. Kim topped Campaign Brief Asia’s ranking of Korean creative directors three times and won Campaign Asia’s “Creative Leader of the Year” in 2025.

PARK Jeeyoung (Senior Executive Vice President, HANWHA COMMUNICATIONS COMMITTEE)

Park Jeeyoung, Senior Executive Vice President and Head of Brand at Hanwha Group, leads global brand strategy, sustainability initiatives, and strategic partnerships. She spearheaded Hanwha’s brand transformation, winning honors at the New York Festivals and Clio Awards. A Presidential Citation recipient and Cannes Lions juror, she previously worked at Cheil Worldwide, collaborating with Wim Wenders and Tim Burton on Samsung TV campaigns and directing global launch events, including Samsung’s flagship Galaxy Unpacked.

Ellen Y. D. KIM (Director, ACFM)

Entering the film industry since the late 1990s, she built expertise in elevating Asian cinema's international standing, earning acclaim producing Cry Woman (Cannes 2002), Hanaan (2011), and Sewing Sisters (2020) at her Flying Tiger Pictures. She was instrumental in launching the Asian Film Market (now ACFM) in 2006, and produced Night and Day (2008) at Bom Film Production. She served 12 years as Program Director at BIFAN (2001–2004; 2016–2024), now leading ACFM since 2024 as Director, championing Asian cinema.