National Geographic Apparel, operated by The Nature Holdings, announced that its 'Costony' campaign film, starring brand ambassador Go Youn-jung and FW26 season model Heo Nam-jun, surpassed 25 million combined views across major social media channels, including YouTube and Instagram, within a week of its release.
The campaign film was released on September 23. Marking the first time Go and Heo have worked together, it was produced by Dolphiners Films, known for its inventive creative work. The film tells the story of two characters through the 'Costony Reversible Fleece,' National Geographic Apparel's key item for the season. A teaser released ahead of the main film also surpassed 1 million views.
In the film, Go and Heo play two characters who are drawn to each other yet keep missing their moment. Dolphiners Films layers in its signature witty direction and a twist ending. The company described the result as a 'short film'-like format that goes beyond a simple product introduction and keeps viewers following the story to the very end.
The story's twist structure ties directly into the product's features. The 'Costony Reversible Fleece' features a reversible design that can be worn on either side, allowing a single piece to deliver two different looks simply by turning it inside out. It also uses a thermochromic material whose pattern changes with temperature, adding a playful visual element. The campaign reflects this two-sided nature of the product in a narrative in which the two actors' relationship and circumstances are reversed.
Since the film's release, related posts have garnered 2,500 comments and 28,000 likes. Reactions have focused on the cast pairing and the production team's direction, while other comments showed interest in the product itself, such as "I want to wear it and have a romance too…" and "Reversible and color-changing? That's amazing." According to the company, related content is also spreading organically across domestic and international social platforms, including X (formerly Twitter), Threads and Weibo.
"Connecting the evolving relationship between the characters played by the two actors with the product's features into a single story seems to have struck consumers as something fresh," a National Geographic Apparel representative said. "Going forward, we will continue to broaden our touchpoints with consumers in a variety of ways and carry on with campaigns that naturally convey the features and appeal of our products."
