#What do you like these days?

At an industry gathering on branding, we decided to share our ‘favorite brands.’ As my turn approached, no particular brand came to mind. A few glamorous fashion houses and shiny objects flitted through my thoughts, but I couldn't claim to be genuinely ‘digging’ them. You can't discuss brand preferences based solely on ‘occasional desires.’ It felt slightly embarrassing to realize I was creating content to gather a brand's true fans without fully understanding the essence of such devotion.

But what kept resurfacing were the faces of those who appeared in my content. There was always kind yet chic senior Dong-hyun, the effortlessly natural duo of handsome artist Jung-chang and the youngest, Min-kyung. These people, always by my side but more closely observed through viewfinders and monitors, were my ‘tangible superstars.’ Hesitant at first, I shared these feelings, only to be told much later that my story had left a lasting impression. They said they could now hear my laughter, the loudest in the content I created.

1 The Content's Core is 'Love'

Although it didn't last, the first series I planned for the HERA YouTube channel was "Fandom Log," a vlog capturing artists from a first-person perspective. Assigned to the ‘Makeup Artist Team’ early in my career, I felt like an office worker joining an entertainment agency. Artists boldly presented themselves, creating the latest makeup looks with exceptional technique. They were stunning every day, always perfect with their makeup, hair, and black outfits. Their brilliance was exhilarating to witness.

The first episode of "Fandom Log" begins with my monologue, reflecting that admiring gaze. Observing the artists through a filter of deep affection, I seemed to shout, "Everyone, recognize these people I admire!" I created several episodes, delving deeper into each of them. Crafting these episodes required numerous scenes to explain their characters and tightly woven narrative structures. The increasingly lengthy upload intervals meant the series couldn't continue long. Though it hasn't become content since, my colleague fandom remains strong.

I also have an Instagram fandom account that is followed even by colleagues. With the handle @teamjang_nim, I openly admired my team leader. Team Leader Jin-soo Lee, already well-known for popular TV shows like "Get It Beauty" and "Project Runway Korea," struck me as the most extraordinary leader I had encountered. This account's persona was me, as part of the Makeup Pro Team, co-managed with a junior editor. It was a ‘labor of love,’ continuing despite the crush of work. Even the junior, appearing as "Shinip (Newbie)," would draw Instagram cartoons tirelessly over the weekend. There were late nights spent on the production process, but it was an account I couldn't let go of. As is often the case with fandom, it was simply joyful.

When you become a fan of someone close to you, the ‘big scoops’ are plentiful. Birthdays, makeup show events, and even the day your team leader returns from vacation become special occasions. The frenzied expressions of fandom within our Instagram universe garnered significant reactions. One secret to successful content is that the creator genuinely loves the subject. The sincere, untiring passion seems to reach an ever-wider audience. Here’s a look back at one such moment in 2022, when we released the reels ‘The Day the Team Leader Returns,’ which was filmed after convincing my team members.

2 Endless Affection: A History of Colleague Fandom

I became a PD in 2012, and even more than a decade later, I often reflect on the mysteries of this profession. It involves planning and executing stylish projects within thematic constraints, shooting until satisfied, and declaring an "OK" cut. This job, which combines and utilizes the skills of various specialists like camera directors, lighting directors, audio technicians, photographers, stylists, and post-production graphic directors to create content, still strikes me as extraordinary.

Alone, I could create nothing. Today, I might capture field sketches with a lightweight GoPro. But ten years ago, the equipment was prohibitively expensive, large, and heavy, leaving me incapable of handling it. My only technical skill was basic editing in the cutting room. I would draft storyboards, find references, and communicate my vision so that directors could bring every scene to life. Yet, I constantly questioned my role. Was it necessary to have someone planning and making decisions, or were the technicians sufficient? I hadn't fully grasped the significance of the ‘planner’ role.

When arriving on set, a fundamental task was clearly explaining the day's shoot to the directors from each department. As time passed, I began to understand something more important: the art of treating colleagues well. Introducing everyone present by their roles and names, pausing at the right moments to share delicious food, loudly admiring the directors’ skills as they showcased their talents, and enthusiastically encouraging the models or actors in front of the camera became increasingly important to me. I grew genuinely fond of each person, struck by their dedication and focus until we declared the shoot over, never giving up on capturing every intended scene. Experiencing this year after year, my gratitude only deepened, the emotions never fading but becoming richer.

I still recognize many things I can't do alone. Reflecting on the consistent growth of the HERA YouTube channel, I vividly recall the faces for which I am grateful. I'll never forget the supportive hearts willing to collaborate with me. Vivid memories of active participation in unfamiliar tasks and sharing disappointments and successes remain clear.

3 Creating Content with Professionals

Creating HERA YouTube content within the Makeup Artist Team initially felt like a daunting mission. Without specialized directors, a cozy editing room, or marketers to distribute content effectively, I thought I was working with tied hands. However, this challenge became the most incredible fortune in my career over time.

I often describe this fantastic environment as ‘feeling like a PD filming a cooking documentary with Jong-won Baek.’ The highly specialized artists meticulously filled in the gaps in planning. Even after extensive time and meetings with writers to create scripts, the precise, in-depth narratives we captured were remarkable. It's an exhilarating production environment that never loses its excitement.

Last spring, after returning from filming ‘Lead Salon,’ I took out a note I had written but never shared with Dong-hyun. Without a single line of the script, he seamlessly guided the content from the opening to the makeover's completion, always impressing me with his ability to lead everything under a unified theme.

Striving for naturalness within lightweight processes for swift responses and sustainable production often means not capturing perfectly staged appearances. Jung-chang, with his excellent reporting skills, usually deals with messy hair due to external shoots. Min-kyung, with her superb English and completed Ph.D., transforms into a naturally relaxed mode on camera. Many projects would have been impossible without these main on-camera talents. While I diligently prepare the groundwork for them to be themselves comfortably, their heartfelt efforts before the camera are what truly shine through.

#An Unfading Heart

I often express gratitude, acknowledging how remarkable everything is and how much we accomplish thanks to you. Even though there might not be grand achievements to celebrate or formal occasions to mention names, I try not to let any moment of appreciation pass by. After many years in the workplace, I’ve realized that the time spent with colleagues is often shorter than expected. I frequently remind myself that these are indeed the ‘good times.’ Sometimes, it may seem a bit over the top, but I can't help it—I'm naturally exceptionally sentimental. However, throughout this journey, I doubt I'll ever become emotionally dry.