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Mot–Campaign Launch for OK Red limited edition
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Introducing Dần Đỏ, or OK Red, a limited-edition launch symbolising resilience and optimism as Vietnam emerges from the peak of COVID-19. Released while the country was still in recovery and under quarantine measures, OK Red embodies a hopeful step into 2022, inspiring positivity and new beginnings. With vibrant red rubber soles, these shoes are a reminder of the strength to overcome challenges and the optimism to embrace the future with each step forward.
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Date: 2019—2021
Medium: visuals
Role: Art Director
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The name Dần Đỏ carries a dual meaning: Dần signifies "Tiger," representing the Year of the Tiger in the zodiac, and also "gradually," suggesting a message of steady improvement. Dần Đỏ can thus be understood as the “Red Tiger”, a symbol of luck and prosperity in Vietnamese culture, or as the hopeful belief that “everything will gradually get better.”
For this shoot, we emphasise the idea of a bold leap forward, capturing images of the shoes from different angles to showcase their design and intricate details. Set against a blue sky, the shoes evoke a sense of hope and optimism, pointing to a bright future with every step forward.
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Due to restrictions at the time, the shoot was limited to just three people on set. We also had to locate an empty yard for the photos and work within a short timeframe to meet the requirements. Despite these challenges, the shoot came together to capture the essence of Dần Đỏ, conveying hope and resilience under unique circumstances.