{"id":6532,"date":"2026-06-10T01:09:05","date_gmt":"2026-06-10T01:09:05","guid":{"rendered":"http:\/\/skhynix-prd-alb-526071671.us-east-1.elb.amazonaws.com\/?p=6532"},"modified":"2026-07-16T07:58:43","modified_gmt":"2026-07-16T07:58:43","slug":"brand-film-memory-girl","status":"publish","type":"post","link":"https:\/\/news.skhynix.com\/en\/brand-film-memory-girl\/","title":{"rendered":"Me~eh~eh~mory! The secret behind the flock leading the AI era \u2014 Behind the scenes of SK hynix\u2019s new ad, \u201cThe Memory Shepherd\u201d"},"content":{"rendered":"<p>SK hynix has unveiled its new brand campaign, \u201cThe Memory Shepherd\u201d, on YouTube.<\/p>\n<div>\n<p><iframe loading=\"lazy\" title=\"[SK hynix Brand Campaign] \ud83d\udc11The Memory Shepherd\ud83d\udc11: Leading the AI Era\" width=\"580\" height=\"326\" src=\"https:\/\/www.youtube.com\/embed\/TEmThN1yej0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<\/div>\n<p>A flock of sheep suddenly materializes in the middle of a city. \u201cMe~eh~eh~mory.\u201dListen closely, and the sheep\u2019s bleating resolves into a single, unmistakable word \u2014 MEMORY, the essential force powering the AI era.<\/p>\n<p>In a time when the world is captivated by the remarkable transformations AI is set to bring, the role of memory \u2014 storing and processing data at the center of it all, enabling intelligent innovation to run without interruption \u2014 has never been more critical. SK hynix\u2019s new brand campaign, \u201cThe Memory Shepherd\u201d, shines a spotlight on MEMORY as the true driving force of the AI era.<\/p>\n<p>\u201cThe Memory Shepherd\u201d has been generating significant buzz for translating the story of AI semiconductors \u2014 a subject that can feel technical and inaccessible \u2014 into the most playful and addictive form imaginable. The clever wordplay born from the sonic resemblance between the Korean onomatopoeia for a sheep\u2019s bleat (\u201cMe-e-e\u201d) and \u201cMEMORY,\u201d set against a lilting yodel melody reminiscent of the Alps, powerfully cements SK hynix\u2019s leadership in AI memory.<\/p>\n<div style=\"height: 16px; line-height: 16px;\"><\/div>\n<div style=\"text-align: center;\">\n<div style=\"display: inline-block; max-width: 748px; width: 100%; text-align: left;\">\n<div style=\"height: 2px; background: #666666; margin-bottom: 6px;\"><\/div>\n<h3 class=\"sub-title\" style=\"margin: 0; line-height: 1.4;\">Coexistence of humans and AI: a warm narrative born from a shift in perspective<\/h3>\n<div style=\"height: 2px; background: #666666; margin-top: 6px;\"><\/div>\n<\/div>\n<\/div>\n<p>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 \u2014 the sustainable coexistence of humans and AI \u2014 in language that resonates with a broad audience, rather than speaking solely of one-sided technological progress.<\/p>\n<p>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 \u201cThe Memory Shepherd\u201d \u2014 commanding a vast flock of sheep (Memory) and striding confidently through the city \u2014 mirrors SK hynix\u2019s standing as a leader in the global AI memory market. The spirited, assured journey of the actor and her sheep intuitively captures SK hynix\u2019s position: at the forefront of the market, anchoring the core of AI infrastructure and leading a new technological paradigm.<\/p>\n<div style=\"height: 16px; line-height: 16px;\"><\/div>\n<div style=\"text-align: center;\">\n<div style=\"display: inline-block; max-width: 748px; width: 100%; text-align: left;\">\n<div style=\"height: 2px; background: #666666; margin-bottom: 6px;\"><\/div>\n<h3 class=\"sub-title\" style=\"margin: 0; line-height: 1.4;\">Prompts meet the set: the birth of a hybrid production<\/h3>\n<div style=\"height: 2px; background: #666666; margin-top: 6px;\"><\/div>\n<\/div>\n<\/div>\n<p>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. \u201cThe Memory Shepherd\u201d film was not produced through 100% computer graphics (CG) alone, nor was it generated through prompts alone.<\/p>\n<p>It represents the essence of what might be called \u201chybrid production\u201d \u2014 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.<\/p>\n<p>\u201cThe Memory Shepherd\u201d project proves the value of technology beyond technology itself \u2014 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.<\/p>\n<div style=\"height: 16px; line-height: 16px;\"><\/div>\n<div style=\"text-align: center;\">\n<div style=\"display: inline-block; max-width: 748px; width: 100%; text-align: left;\">\n<div style=\"height: 2px; background: #666666; margin-bottom: 6px;\"><\/div>\n<h3 class=\"sub-title\" style=\"margin: 0; line-height: 1.4;\">Interview: the creator who built the world, and the actor who completed it<\/h3>\n<div style=\"height: 2px; background: #666666; margin-top: 6px;\"><\/div>\n<\/div>\n<\/div>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-10996\" src=\"https:\/\/d18r0a86za96sg.cloudfront.net\/wp-content\/uploads\/2026\/06\/16054748\/memory-shepherd.jpg\" alt=\"\" width=\"1000\" height=\"562\" srcset=\"https:\/\/d18r0a86za96sg.cloudfront.net\/wp-content\/uploads\/2026\/06\/16054748\/memory-shepherd.jpg 1000w, https:\/\/d18r0a86za96sg.cloudfront.net\/wp-content\/uploads\/2026\/06\/16054748\/memory-shepherd-300x169.jpg 300w, https:\/\/d18r0a86za96sg.cloudfront.net\/wp-content\/uploads\/2026\/06\/16054748\/memory-shepherd-768x432.jpg 768w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/p>\n<p><em><strong>Q. You\u2019ve been chosen as SK hynix\u2019s first model. How does it feel?<\/strong><\/em><br \/>\n<strong>(Minha Kim)<\/strong> AI and semiconductors are topics that come up absolutely everywhere these days, so I feel truly honored and grateful to be representing SK hynix \u2014 the company at the very center of it all. When I heard I\u2019d 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 \u2014 the key to the AI era. Being able to convey SK hynix\u2019s technological strength within such a delightful world made the whole experience feel even more special.<\/p>\n<p><em><strong>Q. This film has drawn attention for its hybrid production approach \u2014 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?\u201d<\/strong><\/em><br \/>\n<strong>(Hyun Chul Lim, CD)<\/strong> I\u2019d 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 \u2014 from camera angles and lighting to our AI supervisor \u2014 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.<br \/>\nThat 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.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-6565 aligncenter\" src=\"https:\/\/d18r0a86za96sg.cloudfront.net\/wp-content\/uploads\/2026\/06\/10024404\/meeh-mory_GIF_01.gif\" alt=\"\" width=\"800\" height=\"450\" \/><\/p>\n<p class=\"caption\">\u25b2 With the final output in mind, camera angles and lighting were set in reverse-engineering fashion. The actor filmed alone in an empty chroma studio.<\/p>\n<p><strong>(Minha Kim)<\/strong> 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\u2019d become part of cutting-edge technology \u2014 it was a fascinating and genuinely enjoyable experience.<\/p>\n<p><em><strong>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?<\/strong><\/em><br \/>\n<strong>(Hyun Chul Lim, CD)<\/strong> My aim was not to create a simple advertising jingle, but a piece of content complete in itself \u2014 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 \u2014 semiconductors and future technology \u2014 and deliver it in a warm, playful way, borrowing the power of music that everyone can enjoy.<\/p>\n<p>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 \u2014 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.<\/p>\n<p><em><strong>Q. Were there any memorable moments while working with AI tools during production \u2014 unexpected surprises, or moments when something turned out even better than you\u2019d hoped?<\/strong><\/em><br \/>\n<strong>(Hyun Chul Lim, CD)<\/strong> There\u2019s a common saying in AI video production: it\u2019s like a game of chance where the output often doesn\u2019t come out exactly as intended. \u2014 a random draw. Because the output often doesn\u2019t come out exactly as intended, you end up in a loop of generating endlessly with prompt after prompt until you get what you need.<br \/>\nThere was actually a scene where a sheep was supposed to clap, but the sheep\u2019s 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 \u2014 those are personally my favorite shots in the film.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-6567 aligncenter\" src=\"https:\/\/d18r0a86za96sg.cloudfront.net\/wp-content\/uploads\/2026\/06\/10024844\/meeh-mory_GIF_02.gif\" alt=\"\" width=\"800\" height=\"446\" \/><\/p>\n<p class=\"caption\">\u25b2 A rejected take in which the sheep\u2019s hooves were generated as human hands<\/p>\n<p><em><strong>Q. What emotions or messages do you hope viewers and SK hynix employees take away from this campaign?<\/strong><\/em><br \/>\n<strong>(Hyun Chul Lim, CD)<\/strong> It feels like SK hynix\u2019s standing is changing day by day at the moment. I hope everyone shares in a quiet sense of pride \u2014 the kind that comes from knowing there\u2019s a Korean company leading the monumental shift into the AI era.<\/p>\n<p><strong>(Minha Kim)<\/strong> I hope that as people watch \u201cThe Memory Shepherd\u201d leading her adorable \u201clambs\u201d and bringing change to every corner of the world to an upbeat yodel rhythm, they feel \u2014 in the simplest and most uplifting way \u2014 \u201cOh, so this is how semiconductors are making our lives this joyful and vibrant!\u201d 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\u2019ve only ever imagined before, and I hope more people feel the excitement and anticipation for the future that memory is set to unlock \u2014 just like the joyful celebration in the film!<\/p>\n<p><em><strong>Q. In the film, \u201cThe Memory Shepherd\u201d \u2014 representing Memory (the sheep) and SK hynix \u2014 walks the city alongside her flock, opening up diverse futures together. What are your thoughts on AI as a partner to humanity?<\/strong><\/em><br \/>\n<strong>(Hyun Chul Lim, CD)<\/strong> Without AI as a partner, \u201cThe Memory Shepherd\u201d 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\u2019t yet been able to address \u2014 whether due to realistic constraints or a lack of means \u2014 and that moves forward together with us toward a future that has lived only in our imagination. Just like the lyrics of \u201cThe Memory Shepherd\u201d.<\/p>\n<p>\u00a0<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-8847 aligncenter\" src=\"https:\/\/d18r0a86za96sg.cloudfront.net\/wp-content\/uploads\/2026\/06\/12040352\/meeh-mory_GIF_03.gif\" alt=\"\" width=\"800\" height=\"450\" \/><\/p>\n<p class=\"caption\">\u25b2 Chorus lyrics from \u201cThe Memory Shepherd\u201d song<\/p>\n<p><strong>(Minha Kim)<\/strong> Honestly, at first, AI technology felt simply remarkable to me \u2014 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 \u201cAI as a partner\u201d actually means. It\u2019s not a distant, daunting technology racing far ahead of us \u2014 it\u2019s more like a steadfast friend walking in step with our lives, making the world a better and more abundant place. Just as \u201cThe Memory Shepherd\u201d 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.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>SK hynix has unveiled its new brand campaign, \u201cThe Memory Shepherd\u201d, on YouTube. A flock of sheep suddenly materializes in the middle of a city. \u201cMe~eh~eh~mory.\u201dListen closely, and the sheep\u2019s bleating resolves into a single, unmistakable word \u2014 MEMORY, the<\/p>\n","protected":false},"author":23,"featured_media":6541,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_migrated_source_id":0,"footnotes":"","_members_access_role":[],"_members_access_error":""},"categories":[6],"tags":[532,12,14,109],"class_list":["post-6532","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-story","tag-advertisement","tag-ai","tag-ai-memory","tag-interview"],"acf":[],"_links":{"self":[{"href":"https:\/\/news.skhynix.com\/en\/wp-json\/wp\/v2\/posts\/6532","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/news.skhynix.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/news.skhynix.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/news.skhynix.com\/en\/wp-json\/wp\/v2\/users\/23"}],"replies":[{"embeddable":true,"href":"https:\/\/news.skhynix.com\/en\/wp-json\/wp\/v2\/comments?post=6532"}],"version-history":[{"count":12,"href":"https:\/\/news.skhynix.com\/en\/wp-json\/wp\/v2\/posts\/6532\/revisions"}],"predecessor-version":[{"id":11129,"href":"https:\/\/news.skhynix.com\/en\/wp-json\/wp\/v2\/posts\/6532\/revisions\/11129"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/news.skhynix.com\/en\/wp-json\/wp\/v2\/media\/6541"}],"wp:attachment":[{"href":"https:\/\/news.skhynix.com\/en\/wp-json\/wp\/v2\/media?parent=6532"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/news.skhynix.com\/en\/wp-json\/wp\/v2\/categories?post=6532"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/news.skhynix.com\/en\/wp-json\/wp\/v2\/tags?post=6532"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}