Yonex has released an artificial intelligence-driven brand film titled “REWIND” featuring South Korean badminton stars An Se-young, Seo Seung-jae, and Kim Won-ho, according to reports published by Munhwa Ilbo.
Inside the AI-Powered ‘REWIND’ Brand Film
The production stars women’s singles world number one An Se-young alongside men’s doubles standout players Seo Seung-jae and Kim Won-ho, all of whom compete domestically for Samsung Life Insurance. According to the Munhwa Ilbo report, the concept uses the idea of rewinding time to illustrate the critical, high-stakes moments in competitive matches and the psychological hurdles required to reach the pinnacle of the sport.
While the athletes maintain different playing styles and compete in separate disciplines, the narrative emphasizes that their relentless drive and daily repetition remain identical. The film concludes with the tagline, “Beyond pressure, into greatness.” A Yonex representative explained to Munhwa Ilbo that the campaign focuses less on celebrating final victories and more on exposing the underlying fear, hesitation, and self-confrontation that accompany elite competition.
Expanding the Campaign Across the National Team
The brand film serves as the anchor for a broader promotional rollout. Yonex announced plans to debut visual advertisements featuring national team head coach Park Joo-bong alongside 20 national team players. Each individual advertisement highlights unique match moments and the specific mental approaches cultivated by each athlete, scaling the core themes of the “REWIND” project to encompass the entire roster.
“We wanted to use a novel expression method like AI to show fans a fresh perspective of familiar national team players,” a Yonex representative told Munhwa Ilbo. “At the same time, our focus was not merely on displaying the technology itself, but on portraying the time and attitude athletes repeatedly invest to reach the top.”
Next Steps for the National Team
The national team players featured in the campaign continue their training cycles and preparations for upcoming international BWF World Tour stops and global championships. Fans can view the “REWIND” brand film and subsequent visual advertisements directly on official Yonex digital and social media channels.
