Mot—Campaign launch for I And We limited edition
Mot’s new limited collection, Tôi Và Ta or I and We, is a collaboration with Trần Ngọc Sinh, an artist currently living and working in Vietnam and Yangon.
Playing with the dual meaning of Ta, which represents both the collective "We" and the reflective "self," this collection explores the intricate balance of self-identity in different relational settings. Tôi Và Ta invites a journey into one’s sense of self, who they are within professional circles, family, partnership, alongside a twin, and in solitude. This campaign captures the dynamic between individuality and collectivity, celebrating personal identity within the larger tapestry of connections.
Date: 2019—2021
Medium: teaser, videos, visuals
Role: Art Director

Mot’s new limited collection, Tôi Và Ta or I and We, is a collaboration with Trần Ngọc Sinh, an artist currently living and working in Vietnam and Yangon.
Playing with the dual meaning of Ta, which represents both the collective "We" and the reflective "self," this collection explores the intricate balance of self-identity in different relational settings. Tôi Và Ta invites a journey into one’s sense of self, who they are within professional circles, family, partnership, alongside a twin, and in solitude. This campaign captures the dynamic between individuality and collectivity, celebrating personal identity within the larger tapestry of connections.

Chapter 1: I and Company
Chapter 2: I and Family
Chapter 3: I and Soulmate
Chapter 4: I and Twin
Chapter 5: I and Self

In the professional setting, the main character navigates the expectations and dynamics of the workplace. Wearing Tôi Và Ta shoes allows him to stay connected to his individuality and empowers him to voice his opinions with confidence. It enables him to express himself effortlessly, honoring both individuality and unity in his professional life and ultimately embodying the harmony of I and We.

In the setting of a traditional Vietnamese family portrait, each member embraces their individuality while honouring the bonds that connect them. Wearing Tôi Và Ta shoes, they find a way to express their authentic selves within the structure of family tradition, celebrating both personal identity and shared heritage, embodying the harmony of I and Family.

As the main character crosses paths with a woman, a fleeting moment sparks a sudden realisation. He feels he has met his soulmate. Wearing Tôi Và Ta shoes, he senses a piece of himself within her, as if half of his own being is reflected in her presence. This brief encounter embodies the harmony of I and Soulmate, where individuality and shared essence intertwine.

For this chapter, we collaborated with fashion stylist Dien70s and her twin sister, fashion influencer DienHanhLinh. Both sisters share a love for fashion and a similar sense of style, yet each brings a distinct personality to the scene. Wearing Tôi Và Ta shoes, they showcase the harmony of I and Twin, where individuality shines within a shared identity.

In another interpretation of this chapter, we collaborated with Dzung Yoko, a renowned art director, and his twin brother Trung Tran, an architect. While Dzung Yoko works in the limelight alongside famous celebrities, his twin brother prefers a quiet life. Despite these contrasting lifestyles, both are deeply influenced by the tranquillity of traditional Eastern culture in their work. Wearing Tôi Và Ta shoes, they embody the harmony of I and Twin, where shared cultural roots foster individuality within a balanced duality.

“Trung and I are almost identical. We both love Arts, we do Arts and we all want to support Arts. However I could see that Trung is more balanced and rational, while I tend to be more intense and emotional.”
—

Dzung Yoko

In this final chapter, we collaborated with Helly Tong, a fashion model, influencer, and environmental activist, to showcase a day in her life. Known for embodying the gentle grace of a traditional Vietnamese woman, Helly’s soft outlook is only part of her story. Here, we invite the audience to see her as a whole, including her love for motorcycles and playing the drums, activities often associated with masculinity. Wearing Tôi Và Ta shoes, she embraces the harmony of I and Self, where her multifaceted identity defies expectations and celebrates true individuality.

In designing the layout, the photography emphasises the individuality of self, with a natural focus on skin tones that convey authenticity and depth. To balance this beige palette, bold hero shots of the Tôi Và Ta shoes are placed against primary colour backgrounds, the signature colours of Mot. These vibrant inserts break up the neutral flow, creating visual contrast while subtly reinforcing the brand’s identity. The pops of colour serve as a reminder that this collection belongs to Mot, merging individuality with brand cohesion in each frame.

For posts that focus on portrait shots as part of the storyline, additional hero shots of the shoes are woven into the sequence. This approach not only reinforces that the collection centres on Tôi Và Ta shoes but also encourages viewer engagement by inviting them to explore more. Each swipe reveals the interplay between the personal narrative and the shoes, drawing the audience deeper into the story while maintaining a cohesive focus on the product.

Mot—EverGreen campaign