You might think you'll remember with Once Upon

Director Jonas Yoon has teamed up with Swedish photo book platform Once Upon for their latest campaign, titled You Might Think You'll Remember.

Developed directly between Yoon and the brand, the series of spots highlights how quickly life’s small, poignant moments slip away, and why captured memories deserve a physical home.

The campaign was produced by Scandinavian production company Slutet. Bypassing the traditional agency setup, Yoon worked in close creative alignment with Once Upon’s internal team from initial concept development and scriptwriting straigh through to direction. 

Built around a relatable human truth, You Might Think You'll Remember touches on the fleeting nature of everyday life and the subtle, emotional triggers that make us want to hold onto them. Known for his nuanced performance direction and keen visual eye, Yoon brought a cinematic and grounded touch to the narrative driven films, showcasing real-feeling human connections over polished staging.