Documenting Soldiers' Pride... Photographer Rami's YouTube [Content Commerce]

Hyun Hyoje (Rami), Photographer
Runs YouTube Channel 'Project Soldier'
Documented 8,000 Soldiers and Veterans

"After completing my military service, I want to go on a family trip."

Photographer Hyun Hyoje (stage name Rami) began photographing soldiers after a seemingly simple interview. When he was commissioned to produce an introduction video for the 1st Division, he asked a sergeant major who had dedicated over 28 years to the military about his final wish, and received this answer. Hyun said, "Meeting soldiers who dedicate themselves and even sacrifice their families out of a belief in protecting the country made me feel ashamed of how I had viewed the military negatively based only on my own limited experience, without knowing anything about their true lives."

After entering the Department of Humanities at Hanyang University, Hyun encountered "visual effects (VFX)" by chance during his military service, which led him to decide to study in the United States and change the course of his life. He studied 3D animation, lighting, textures, and special effects using computers at the Academy of Art University (AAU) in the US. After graduating, he founded Ramistudio in 2010 and has since been working as a commercial photographer and videographer in Korea.

Hyun Hyoje (stage name Rami), a writer who runs the YouTube channel "Project Soldier," which features stories of soldiers and veterans. Provided by Cafe24

He currently runs the YouTube channel "Project Soldier." Through photographs and videos, he features military-related figures such as soldiers, their families, veterans, firefighters, police officers, and US Forces Korea personnel. The number of soldiers he has documented now totals 8,000, of which 2,500 are veterans.He traveled around the world to meet veterans from 22 countries who fought in the Korean War, and in 2021, he appeared on the variety show "You Quiz on the Block," drawing public attention.

Hyun began "Project Soldier" after meeting veteran Sal Scaletto at a military uniform photo exhibition in 2016. He was intrigued by Scaletto's pride in introducing himself as a "US Marine Corps Korean War veteran."Hyun said, "It was fascinating to see that, even though memories of being deployed to another country 60 years ago might not all be positive, he displayed even more pride than active-duty soldiers."

The distinguishing feature of Project Soldier is its stylishness, reminiscent of fashion editorials. While mainstream media often focuses on the hardships faced by veterans, Hyun captures the pride of soldiers. He emphasized, "I shoot in the style of advertising and fashion photography to convey a sense of classic and weighty timelessness, regardless of time or place."

A screenshot from the Project Soldier channel video operated by artist Hyun Hyoje (stage name Rami).

On the YouTube channel, he presents not only videos documenting the stories of veterans, but also various formats of content in which veterans experience Korean culture or food. In particular, content featuring Korean veterans delivering messages to future generations, or foreign veterans shedding tears upon seeing the Taegeukgi (the Korean flag), has garnered millions of views.

Recently, he has also launched a commerce business. By utilizing the "YouTube Shopping" feature of the e-commerce platform Cafe24, he sells hats, t-shirts, and other items inspired by the spirit of Project Soldier directly within each piece of content. During exhibitions, thousands of admission tickets have also been sold through YouTube Shopping. Hyun explained, "Currently, 60% of our funding comes from donations and 40% from personal funds. For the organization to continue, ongoing support is essential. About 40% of donations now come through YouTube. In the past, people had to find a link to purchase products, but now, with product information displayed directly in the content, viewers can easily click and purchase, which has increased our conversion rate."

Starting this month, Hyun plans to launch a family photo project for active-duty US Forces Korea soldiers. He said, "USFK soldiers rarely hear words of gratitude for their service while they are serving, so I want to document them as a way to express appreciation." He emphasized, "I hope Project Soldier can become an initiative that helps everyone understand the true meaning of freedom."