Collages are popular to do on Instagram these days, when you take one large image and break it down into a series of smaller ones that–when posted in the right order–create a collage.

SM Entertainment has used this technique for quite some time, and they oftentimes do something fun with it. When Red Velvet was promoting “Rookie,” the promo pics were curated like a game of Where’s Waldo, with something fun in each of the pieces that added up to a really cool picture when you went to the profile page.

With NCT 127’s “regular irregular” promotion, SM has upped their game again.

Now, not only do the collages make a cohesive picture, they have individual member photos underneath. Looking at these is like a fun game of Memory or a comeback-specific Advent calendar. It’s like a 3D puzzle.

Also personal bonus points for a black-and-white photo with shots of chartreuse and teal, aka some of my faves.

Underneath, the member photos are also collaged. When you swipe, it’s like the image just shifts slightly–not like you are swiping to an entirely different photo.

When you post them vertically, you can see how much overlap there is between the two photos. Half of the collage is shared between the two. It makes for a very different experience, which I’m sure is the whole point.

Mark’s collage is simple and classic — like Mark himself.

Haechan’s, on the other hand, is much more busy. It’s great because his “close up” is oriented at a fresh angle. It suits his off-the-wall personality.

 

 

I really enjoy reverse engineering stuff like this. SM puts a lot of thought into how they conceptualize and promote each comeback for their idol groups. They’re industry leaders for a reason, and it shows through in everything they do.