After two years away due to mandatory military service, V has returned and continues to prove his overwhelming influence on a global scale. From stealing the spotlight as CELINE’s global ambαѕѕador at Paris Fashion Week in July, to recently taking over social media with the launch of his “V COMPOSED” campaign for Compose Coffee on August 18, his impact remains undeniable.
The campaign video captures everyday coffee moments through V’s warm and thoughtful lens. Seamlessly blending into daily office life, he enjoys coffee and reflects on its essence—a familiar ritual repeated each day—while posing the question: "How much coffee did it take to be who you are now?"
The video quickly went viral across social media. Viewers were charmed by his subtle expressions, delicate gestures, and deep voice. Without relying on intensity, the 30-second CF draws au∂ιєnces in like a complete short film, leaving a lasting impression.
Beyond that, the CF embo∂ιєs Compose Coffee’s brand philosophy of redefining coffee, presenting a vision of higher standards for a daily ritual that so often goes unnoticed.
What makes it even more remarkable is that the entire advertisement was completely improvised by V—from scripting, acting, to shooting—without any pre-planned direction. Director Yu Kwang-geong, who worked alongside V and Compose Coffee, revealed this υиєχρє¢тє∂ behind-the-scenes detail on his Instagram Story: “All of this was improvised! @thv.”
Yu’s revelation sent the internet into a frenzy, with fans wondering if there are still creative sides of V they have yet to discover.
Fans already know of V’s pαѕѕion for art, acting, and photography. He even coined his own artistic pseudonym, “Vante”—inspired by Belgian photographer Ante Badzim—to showcase his self-shot photos and creative projects.
But taking the lead in crafting a full concept for a commercial at such a pivotal time for the brand’s image demonstrates not only V’s artistry but also his creativity and sensitivity as an actor and visual storyteller. The CF has been highly praised by professionals for its complete and captivating message, winning the admiration of global au∂ιєnces.
On social media, fans hailed him as a true director. Some even suggested V deserves the title of co-creative director, given his previous contributions to major projects such as Vogue кσяєα, Compose Coffee’s 2023 campaign, and now the 2025 ad.
- Good job, Director Taehyung
- Working with Taehyung is like нιтting the double jackpot … he’s not just a talented idol but also a gifted actor, model, and creative director.
- So this is why Taehyung’s Compose Coffee ads feel effortless yet unforgettable—every moment improvised, every reaction genuine
- Taehyung is truly gifted. He’ll become a driving force in the world of acting and directing
- Improvised??? OMG Taehyung’s creativity is unbelievable … he’s improvising million-dollar commercials on the spot
- An idea bank … generating over 90M ad views and boosting sales by 67%—WOW!
- He needs to start getting credited for these … he had input on Vogue кσяєα, Compose Coffee 2023, and now Compose Coffee 2025
- Artistic genius. It just looks like a fashion pictorial.
- This ad has ‘Kim Taehyung’ written all over it. V IS A COMPOSER.
- He made this coffee look so luxurious
- I’ve noticed that all directors that work with him praise him for his creative skills, that means he could have a future in directing his own project fully someday
