ADOR New Brand Film: NewJeans Agency Teases Global Impact

ADOR, the agency behind the sensational K-pop group NewJeans, has unveiled a captivating new brand film.

HYBE’s music label ADOR (All Doors One Room) released its latest brand film on February 25th. The video visualizes a more flexible and expansive future direction, while staying true to the label’s unique creative philosophy: ‘All Doors One Room’. This concept signifies that all creative pathways ultimately converge into one unified vision.

The brand film opens with a man and a woman arriving in what appears to be a laboratory. Inside, they discover numerous rooms and embark on a quest to find four doors, each adorned with a letter from the acronym A-D-O-R. As they acquire keys and unlock the doors, a series of diverse and intriguing scenes unfold. These include people enjoying a party while wearing whimsical mascot costumes, a researcher diving into an empty swimming pool to retrieve a key, and the appearance of a mysterious blue horse, all designed to spark curiosity in the viewer.

ADOR’s consistent and distinctive creative style shines through in this new film. ADOR explains, “The four elements – Lab, Door, Key, and Human – symbolize the creative process. The idea (Key) passes through ADOR’s laboratory (Lab), opens the door (Door) to a new world, and ultimately reaches people (Human).” They continued, “As ADOR has always done, we will open new doors in our own unique rhythm, and we will once again surprise the world.”

In addition to the brand film, ADOR also presented animations and short-form content reflecting their updated Brand Identity (BI). While maintaining a familiar impression from the existing logo, the new design showcases enhanced flexibility and versatility. The logo, which is not fixed to a specific form but variably transforms according to the content’s characteristics, metaphorically embodies musical melodies and the instrumental meaning of opening a new world, thereby demonstrating the label’s expansive potential.

ADOR was established in November 2021 under HYBE’s multi-label system, which respects complete independence and autonomy in the creative process. The agency is home to the globally popular girl group NewJeans, whose albums have consistently topped domestic and international charts and generated a syndrome-level of popularity. Last year, ADOR also held a global audition for a boy group (2025 ADOR BOYS GLOBAL AUDITION), further raising expectations among music fans.