K-pop group BOYNEXTDOOR announced the release of a film-essay titled “Finding HOME” as part of a promotional campaign [1].
The project marks a cinematic shift for the group by blending music promotion with a film-essay format. This approach allows the group to establish a deeper narrative identity before the official launch of the “HOME” project.
Directed by Annie Chung of Lifeimages, the video serves as a visual precursor to the group's upcoming work [1]. The production was handled by HATTRICK [2]. By utilizing a film-essay style, the group moves beyond traditional music video formats to explore conceptual themes of home, and belonging.
The promotional video is scheduled for release on YouTube on June 8, 2026, at 18:00 KST [1]. This digital rollout follows the group's established strategy of utilizing online platforms to engage a global audience before a full project debut.
While the specific musical content of the “HOME” project remains under wraps, the “Finding HOME” essay is intended to set the emotional tone for the release [1]. The collaboration with Chung suggests a focus on atmospheric storytelling and visual art over high-energy choreography typically seen in K-pop teasers.
The group continues to expand its creative reach through these multi-media collaborations. By integrating film elements into their promotional cycle, BOYNEXTDOOR aims to create a comprehensive sensory experience for their listeners [1].
“A film-essay titled “Finding HOME” released as a promotional video”
The use of a film-essay for promotion indicates a trend in the K-pop industry toward 'lore-building' and conceptual storytelling. By decoupling the visual narrative from a standard music video, BOYNEXTDOOR is positioning the 'HOME' project as a thematic experience rather than a simple album release, likely aiming to increase intellectual engagement and anticipation among fans.
