SK hynix has unveiled its new brand campaign, “The Memory Shepherd”, on YouTube.
A flock of sheep suddenly materializes in the middle of a city. “Me~eh~eh~mory.”
Listen closely, and the sheep’s bleating resolves into a single, unmistakable word — MEMORY, the essential force powering the AI era.
In a time when the world is captivated by the remarkable transformations AI is set to bring, the role of memory — storing and processing data at the center of it all, enabling intelligent innovation to run without interruption — has never been more critical. SK hynix’s new brand campaign, “The Memory Shepherd”, shines a spotlight on MEMORY as the true driving force of the AI era.
“The Memory Shepherd” has been generating significant buzz for translating the story of AI semiconductors — a subject that can feel technical and inaccessible — into the most playful and addictive form imaginable. The clever wordplay born from the sonic resemblance between the Korean onomatopoeia for a sheep’s bleat (“Me-e-e”) and “MEMORY,” set against a lilting yodel melody reminiscent of the Alps, powerfully cements SK hynix’s leadership in AI memory.
Coexistence of humans and AI: a warm narrative born from a shift in perspective
What makes this advertisement leave a lasting impression beyond simple entertainment is its perspective on AI technology. Rather than presenting AI as something complex and intimidating, it reframes it as a familiar and useful partner. The campaign communicates a future-oriented value — the sustainable coexistence of humans and AI — in language that resonates with a broad audience, rather than speaking solely of one-sided technological progress.
This vision finds its visual expression through actor Minha Kim, who has brought a refreshing yet warm energy to the global stage. Her portrayal as the “The Memory Shepherd” — commanding a vast flock of sheep (Memory) and striding confidently through the city — mirrors SK hynix’s standing as a leader in the global AI memory market. The spirited, assured journey of the actor and her sheep intuitively captures SK hynix’s position: at the forefront of the market, anchoring the core of AI infrastructure and leading a new technological paradigm.
Prompts meet the set: the birth of a hybrid production
But the surprises this campaign delivers extend beyond its concept and message. The visuals that fill the screen from the moment the film begins are themselves the result of an entirely new approach. “The Memory Shepherd” film was not produced through 100% computer graphics (CG) alone, nor was it generated through prompts alone.
It represents the essence of what might be called “hybrid production” — the human texture and vitality that only a camera lens can capture (live-action footage) serving as the foundation, onto which the limitless imaginative spectrum of generative AI was intelligently layered.
“The Memory Shepherd” project proves the value of technology beyond technology itself — infusing cutting-edge innovation with a playful narrative and human sensibility. SK hynix Newsroom sat down with actor Minha Kim, who brought this distinctive world to life on screen, and Hyun Chul Lim, Creative Director (CD) at Innocean, the agency that conceived it.
Interview: the creator who built the world, and the actor who completed it
Q. You’ve been chosen as SK hynix’s first model. How does it feel?
(Minha Kim) AI and semiconductors are topics that come up absolutely everywhere these days, so I feel truly honored and grateful to be representing SK hynix — the company at the very center of it all. When I heard I’d been selected, I was genuinely surprised, and the warm congratulations and excitement from the people around me made it feel even more real. I was especially moved to learn that the sheep I lead in this advertisement symbolize memory — the key to the AI era. Being able to convey SK hynix’s technological strength within such a delightful world made the whole experience feel even more special.
Q. This film has drawn attention for its hybrid production approach — a blend of live-action footage and AI technology. It must have differed from a typical shoot. What left the strongest impression on each of you, as the creator and as the actor?”
(Hyun Chul Lim, CD) I’d produced plenty of content using pure AI tools, but compositing generative AI with footage of a real actor was a first for me. Despite thorough preparation with every team member — from camera angles and lighting to our AI supervisor — to minimize the dissonance between the live-action and AI-generated elements, there was a great deal of trial and error, as this was uncharted territory for us. We essentially had to redo nearly every cut in post-production.
That said, as the project progressed, the experience and expertise we accumulated allowed everyone to grow together and move steadily closer to the vision we had. After that point, I was able to focus on the wit of the direction and the overall quality of the piece.
(Minha Kim) In most shoots, I can act against a real backdrop or a fellow actor. This time, though, there were scenes where I had to perform while imagining the flock of sheep that would later be rendered through AI. It felt a little unfamiliar at first, but the crew described exactly what the finished screen would look like in such detail that I actually found myself using my imagination more freely. Knowing that footage of me, scanned data, and AI-generated characters and backgrounds would all be woven into one made me all the more curious about the final result. Rather than simply feeling like I was filming an advertisement, I felt as though I’d become part of cutting-edge technology — it was a fascinating and genuinely enjoyable experience.
Q. What was the thinking behind choosing the yodel as the sonic device? Were there particular aspects of the lyrics or composition you put special care into?
(Hyun Chul Lim, CD) My aim was not to create a simple advertising jingle, but a piece of content complete in itself — something people would actively seek out and listen to again and again. Music has an extraordinary power: a single melody can move people emotionally and leave a deeper message than a hundred words of explanation. I wanted to take a subject that could feel heavy and cold — semiconductors and future technology — and deliver it in a warm, playful way, borrowing the power of music that everyone can enjoy.
The reason I chose yodeling was its inherent addictiveness and positive energy. I believed that by layering our message onto the auditory joy of yodeling, viewers would be drawn in naturally — enjoying it with their ears and feeling an emotional connection without any resistance. I put a great deal of time and effort, in particular, into making the message rhyme with the cadence of the yodel lyrics.
Q. Were there any memorable moments while working with AI tools during production — unexpected surprises, or moments when something turned out even better than you’d hoped?
(Hyun Chul Lim, CD) There’s a common saying in AI video production: it’s like a game of chance where the output often doesn’t come out exactly as intended. — a random draw. Because the output often doesn’t come out exactly as intended, you end up in a loop of generating endlessly with prompt after prompt until you get what you need.
There was actually a scene where a sheep was supposed to clap, but the sheep’s hooves kept generating as human hands, so we reluctantly had to cut it. On the other hand, the scene where the sheep performs on stage and the one where its wool grows magnificently came out far better than expected — those are personally my favorite shots in the film.
Q. What emotions or messages do you hope viewers and SK hynix employees take away from this campaign?
(Hyun Chul Lim, CD) It feels like SK hynix’s standing is changing day by day at the moment. I hope everyone shares in a quiet sense of pride — the kind that comes from knowing there’s a Korean company leading the monumental shift into the AI era.
(Minha Kim) I hope that as people watch “The Memory Shepherd” leading her adorable “lambs” and bringing change to every corner of the world to an upbeat yodel rhythm, they feel — in the simplest and most uplifting way — “Oh, so this is how semiconductors are making our lives this joyful and vibrant!” I wanted to convey a feeling that stirs the heart just by watching, without any complicated technical explanation. The latter half of the film especially unfolds into AI worlds we’ve only ever imagined before, and I hope more people feel the excitement and anticipation for the future that memory is set to unlock — just like the joyful celebration in the film!
Q. In the film, “The Memory Shepherd” — representing Memory (the sheep) and SK hynix — walks the city alongside her flock, opening up diverse futures together. What are your thoughts on AI as a partner to humanity?
(Hyun Chul Lim, CD) Without AI as a partner, “The Memory Shepherd” project might have stayed on paper, constrained by budget and physical limitations. I think of AI as something that helps humanity solve the many problems we haven’t yet been able to address — whether due to realistic constraints or a lack of means — and that moves forward together with us toward a future that has lived only in our imagination. Just like the lyrics of “The Memory Shepherd”.
(Minha Kim) Honestly, at first, AI technology felt simply remarkable to me — but also somewhat abstract. Watching the lambs in the film always by my side, accomplishing something remarkable wherever I went, gave me a real, heartfelt sense of what “AI as a partner” actually means. It’s not a distant, daunting technology racing far ahead of us — it’s more like a steadfast friend walking in step with our lives, making the world a better and more abundant place. Just as “The Memory Shepherd” and her sheep brought a brighter future to every corner of the city, I believe the AI of tomorrow will become a trusted companion for all of us, helping to open up more convenient and happier everyday lives.
