Hamshout Global Launches AI-Native Creative Label 'O.POINT'

Hamshout Global announced on the 30th that it has launched O.POINT, an AI-native creative label. O.POINT is a corporation established after spinning off Hamshout Global's video and design production unit.

Hamshout Global said it launched O.POINT because AI adoption has changed the production environment and competitive standards. It said the launch was based on its judgment that the standards for creative competition have changed.

Hamshout Global explained that, as AI has lowered the barrier to entry for production, it has become difficult to differentiate itself based only on making something well. It added that AI model update cycles have also shortened to just a few months.

O.POINT positions itself as a "preemptive proposal" creative model that moves away from advertiser-order-based production and instead uses AI to first produce and verify content before proposing it to the market. Hamshout Global said that whether new technologies are verified in advance, whether they are applied to production workflows, and whether they are released in a form that advertisers can use in practice have emerged as the new standards of competitiveness.

The production unit was separated into an independent label after Hamshout Global concluded that leaving production functions as a subordinate function of agency work would make it difficult to secure expertise and speed. The split was a decision made to secure expertise and speed.

In line with this, O.POINT will identify clients directly under its own brand, develop new content formats that can be realized only with AI, and deliver the formats it develops itself. Its business areas include brand films and ad videos, YouTube and SNS content, motion graphics and video effects, key visuals and graphic design, AI images and videos, and IP development.

O.POINT has also redesigned how the organization operates. It did not set up a separate AI-only team, and instead built a system in which all members across video, motion, and design possess AI production capabilities as a basic requirement.

At the same time, it has internalized the entire production process, from concept development to postproduction and design. Through this structure, it directly carries out everything from identifying clients to developing and delivering AI-based formats.

The name O.POINT reflects the label's creative direction. O.POINT means a single point, and the name contains four strategic points: Starting Point, Point of View, Reference Point, and Point of Ignition, representing the beginning, a unique perspective, a new reference point, and a point of possibility.

Lee Young-jun, CEO of O.POINT, said that AI has lowered the barrier to entry for production, and that it is now difficult to differentiate based only on making something well. He added that the remaining differentiator depends on execution order and who gets there first.

Lee said that, accordingly, instead of waiting for assignments, the company will move by proactively producing and verifying work first, then making proposals based on that. He also said O.POINT intends to establish, ahead of others, a new standard for creative work possible only with AI.

Kim Jae-hee, CEO of Hamshout Global, said Hamshout Global has led the way in exploring new areas whenever the communications market has changed over the past 25 years. He described O.POINT as an attempt to redesign production methods at a time when AI is changing the grammar of the communications industry, and said it is an independent creative label rather than an agency production department. Kim said O.POINT aims to present a new production standard in the market and is expected to serve as a new growth engine for Hamshout Global's AI business.

Source: TECHWORLD · Lee Gwang-jae
Original: https://www.epnc.co.kr/news/articleView.html?idxno=407519

References

• https://www.epnc.co.kr/news/articleView.html?idxno=407519