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Mot—Campaign launch for EverGreen
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Tùng, meaning pine tree, symbolises resilience and steadfastness in Vietnamese culture, a reflection of a spirit that remains true to itself, regardless of life’s changes and challenges. Representing the virtue of an honourable human being, Tùng stands as a timeless icon of integrity and inner strength. For this concept, titled Tùng, EverGreen, we showcase Tùng across all four seasons of Vietnam, standing tall and beautiful through each one. From the vibrant bloom of spring to the harsh sun ray of summer, the rainy gloom of autumn, and the darkness of winter, Tùng remains ever-green, unchanging and ever-present. This collection captures the essence of Tùng, symbolising enduring beauty, steadfast character, and the evergreen spirit that embodies the Vietnamese ideal of resilience.
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Date: 2019—2021
Medium: teaser, videos, visuals
Role: Art Director
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Tùng, meaning pine tree, symbolises resilience and steadfastness in Vietnamese culture, a reflection of a spirit that remains true to itself, regardless of life’s changes and challenges. Representing the virtue of an honourable human being, Tùng stands as a timeless icon of integrity and inner strength. For this concept, titled Tùng, EverGreen, we showcase Tùng across all four seasons of Vietnam, standing tall and beautiful through each one. From the vibrant bloom of spring to the harsh sun ray of summer, the rainy gloom of autumn, and the darkness of winter, Tùng remains ever-green, unchanging and ever-present. This collection captures the essence of Tùng, symbolising enduring beauty, steadfast character, and the evergreen spirit that embodies the Vietnamese ideal of resilience.
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Season 1: The Dreamer’s Spring
Season 2: The Rebel’s Summer
Season 3: The Sovereign’s Autumn
Season 4: The Stoic’s Winter
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Wearing Tùng, the dreamer flourishes under clear skies and gentle breezes, where every bloom and fresh leaf is a testament to new beginnings. This photoshoot captures the quiet contentment of existing in harmony with the beauty of nature, basking in the sunlight and the vibrant colours of spring. Here, the dreamer finds joy in the simple wonders of life, embracing the world with an open heart and a boundless sense of possibility.
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Wearing Tùng, the rebel fights against the harsh rays of the Vietnamese summer, where intense heat and bold light mirror a fiery spirit and uncontainable energy. This photoshoot captures the fearless defiance of youth, with sun-drenched scenes emphasising raw strength and individuality. Here, the rebel finds freedom in breaking boundaries and challenging expectations, embracing the world with daring confidence and a relentless drive for self-expression.
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Wearing Tùng, the sovereign stands tall and proud in the rainy gloom of Vietnamese autumn, her presence unwavering amid mist and shadow. This photoshoot captures the quiet strength and dignity of a figure deeply rooted in self-assurance, as overcast skies enhance her grounded, resolute spirit. Here, the sovereign embraces her identity with poise and pride, embodying a grace that withstands the shifting seasons and the weight of time.
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Wearing Tùng and the traditional Vietnamese áo dài, the stoic stands in quiet observation, embracing the stillness of winter as he takes in the nature surrounding him. Exuding a reserved dignity, he blends seamlessly into the subdued landscape. This photoshoot captures his reflective nature, a figure at peace within himself and aligned with the calmness of the season. Here, the stoic embodies patience and inner strength, finding harmony in solitude and the quiet beauty of the world around him.
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The Instagram layout for this campaign adopts an editorial style focusing on solitude and introspection, with mood photos of each season enhancing the contemplative essence of Tùng. These seasonal mood shots deepen the campaign’s narrative while also visually separating each chapter to guide viewers through the journey of The Dreamer, The Rebel, The Sovereign, and The Stoic.
To add a dynamic impact, the layout plays with varying formats: hero shots that capture intricate details of the Tùng shoes are placed alongside large-scale hero photos split across two posts, creating a striking visual effect and inviting viewers to explore further. This balance of mood images and close-up details fosters a cohesive, immersive experience that resonates with the reflective nature of the campaign.