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Mot–Campaign launch for Artsy Yellow
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Mot’s new collection, Vàng Nghệ or Artsy Yellow, is inspired by the dual meaning of Nghệ in Vietnamese, a colour as rich as turmeric and a descriptor for someone with a creative, effortlessly cool vibe.
This collection combines the vibrancy of Artsy Yellow with an artistic spirit that celebrates cultural pride and personal style. Designed to embody the boldness of turmeric’s golden hue, Vàng Nghệ shoes invite wearers to step confidently into their unique identity while connecting to a shared cultural heritage. The campaign captures this blend of self-expression and tradition, highlighting a sense of individuality that shines within the collective.
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Date: 2019—2021
Medium: teaser, video, visuals
Role: Art Director
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Mot’s new collection, Vàng Nghệ or Artsy Yellow, is inspired by the dual meaning of Nghệ in Vietnamese, a colour as rich as turmeric and a descriptor for someone with a creative, effortlessly cool vibe.
This collection combines the vibrancy of Artsy Yellow with an artistic spirit that celebrates cultural pride and personal style. Designed to embody the boldness of turmeric’s golden hue, Vàng Nghệ shoes invite wearers to step confidently into their unique identity while connecting to a shared cultural heritage. The campaign captures this blend of self-expression and tradition, highlighting a sense of individuality that shines within the collective.
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The photo captures a familiar scene in Vietnam, a woman in full sun-protection attire, calmly waiting for the green light on a sunlit street. Unhurried under the blazing rays, she exudes an effortlessly cool vibe, turning a simple moment of waiting into a quiet statement of individuality.
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The photo captures a lighthearted moment of an older woman savouring a Vietnamese dessert, playfully chatting with the dessert shop owner. Despite the ageism often present in Vietnamese culture, she is effortlessly herself, radiating warmth and confidence that defies societal taboos. Her genuine spirit shines through, celebrating her authentic self and quietly quietly challenging the social norm.
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The photo captures a young man grilling eggplants, with a playful twist added for extra edge and humour. Sporting bold yellow glasses to protect his eyes from the smoke, the intentionally exaggerated look turns a simple grilling session into a statement, blending functionality with a hint of irony that showcases his unique coolness.
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Launching during Vietnamese National Day, the shoot captures a celebration infused with individuality. Our character stands out, dressed head-to-toe in vibrant red with Artsy Yellow shoes as a bold accent, resembling the Vietnamese flag. In the photo, he’s seen sketching the iconic Independence Palace, blending patriotism with a touch of personal expression.
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Following the initial campaign series that celebrated each character’s unique personality, we extended the narrative with hero shots capturing everyday moments infused with charm and confidence. Each shot highlights the feet of different individuals. These scenes, while simple, showcase the effortless style and versatility of the shoes, reinforcing the campaign's theme of individuality in the most relatable, down-to-earth moments.
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The layout is designed to introduce each of the three unique characters in the campaign, with portraits that emphasise their distinct personalities. Each character’s post invites viewers to swipe, revealing a hero shot that keeps the focus on the shoes, encouraging engagement through this interactive storytelling. As the feed progresses, additional hero shots of the shoes are seamlessly strung together, capturing the humour of the campaign. This blend of character-driven imagery and close-ups of the shoes not only highlights the product’s versatility but also brings out the spirited, everyday coolness that defines the brand.