Beyond the Brand: The Storytelling of Nightfishing
  • Mon, 22 September, 15:15 - 16:00  |  Day 3
  • Event Room B
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  • #Creator
  • #Distribution
  • #Production
Nightfishing (2024) was an unusual commission: initiated by Innocean, funded by Hyundai Motors, and created with no product to promote. Developed with full creative freedom, it premiered in theaters as a 1,000 KRW "snack movie", became a surprise hit, and went on to win multiple awards at both advertising and film festivals. This panel explores how brand, agency, and filmmakers joined forces to transform a commercial brief into pure cinema — proving that commercial partnerships can fuel, not limit, creative ambition.
Moderator
KIM Heejeon (Chief Producer, Barunson C&C)

Kim Heejeon is an entertainment media executive with extensive experience in broadcasting, film, and distribution. She began her career as a producer at JoongAng Broadcasting Corporation (JTBC) in Korea. As Senior Vice President at CJ ENM Film Division, she led film festival strategy, international 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, a studio producing major domestic and international projects including Bong Joon-ho's new animated feature film.

Panelist
KIM Junga (Chief Creative Officer, Innocean)

Kim Junga started her advertising career as a copywriter at Cheil Worldwide in 1996, she joined Innocean Worldwide in 2006. She is now the CCO at Innocean Seoul directing the entire Creative sector. Kim has been awarded several advertising awards by Cannes, New York Festival, Clio, One Show, London Advertising Festival, ADFEST, Spikes Asia, and served as a judge for those awards. She was named '#1 Creative Director in Korea' by Campaign Brief Asia for two consecutive years, and received Order of Merit by the Government of Korea. Kim was awarded as 'industry leader' at AD Asia 2023 Changemakers for Good Awards.

LEE In-ah (Managing Director, Markenfilm Asia)

Lee In-ah is a German-Korean producer working across features, television, documentaries, and commercials. Her credits span acclaimed titles such as Land of Plenty (2004), Don't Come Knockin (2005), and Au Revoir, Taipei (2010, NETPAC Award, Berlinale). She recently produced the award-winning short Nightfishing (2024) and executive produced the 8-part historical drama series COOLIE (2025). Based in Seoul, she leads Asian operations for Markenfilm Group, developing film, television, and commercial projects that bridge cultures, tell distinctive stories, and connect audiences worldwide.

Billy Acumen (CEO, B.A. Entertainment)

Billy Acumen is the founder and CEO of B.A. Entertainment, a leading Korean production company known for its high-concept films and premium scripted television. He is best known for producing The Roundup franchise, a continuation of The Outlaws (2017), which has become the most successful series in Korean box office history. Each installment released between 2022 and 2024 drew over 10 million admissions domestically—an extraordinary achievement in a country of just over 50 million people.