Birth of MYCEL

This is not just a story of invention, but of inception. Not a product launch, but a birth.
Birth of MYCEL imagines mycelium not as a raw material waiting to be processed, but as a living character coming into the world for the first time. Through music, movement, and transformation, the film follows this character as it grows, takes shape, and discovers what it can become, a bag, a jacket, a sofa, anything, before stepping out into the city to meet the world it was born into.
Join us in reimagining what materials can mean in an age of ecological renewal.

"Giving a Material a Voice"

Q. Why imagine mycelium as a character rather than simply showing the material itself?

We wanted people to feel mycelium before they understood it. By giving it a body, a voice, and a personality, the film lets the material introduce itself on its own terms, rather than being explained from the outside. It becomes something you meet, not just something you're told about.

From Spore to Self

Q. How does the film structure mycelium's "birth"?

The story follows a kind of life cycle: waking from spores, growing and expanding, being shaped and dressed, and finally stepping out into the world. Each stage mirrors the real process of how the material is grown and developed, but told as a personal journey of becoming, rather than a technical process.

One Material, Many Forms

Q. What does the film say about mycelium's relationship to the products it becomes?

The character doesn't lose itself when it becomes a bag or a jacket or a piece of furniture, it carries the same identity through every form. That's the core idea behind MYCEL as a platform: the material isn't defined by a single product, but by the life and character it brings into whatever form it takes.

A Birth, Not a Launch

Q. Why frame this as a "birth" rather than a brand introduction?

A launch implies something finished, arriving fully formed for the market. A birth implies the opposite: something just beginning, still discovering what it is and what it can become. That distinction matters to us. MYCEL isn't presenting a finished answer, it's introducing a new kind of material at the very start of its story, with everything still ahead of it.

Creative Team
Director: Jinju Kim
Creative Director: GiGi Jeehyun Jung
Director of Photography: Byeonghwi Min
Lighting Director: Kwangyong Lee (D.O.E.X Light)
Composer & Sound Design: Hyungwoo Cho
Vocals: Hyungwoo Cho, Jimmy Nash
3D & AI Visuals: Love Layers Atelier
Acting: Jakub Cerovsky, August

Project Information

Year: 2025